Good copy — your business needs it to survive and thrive.

That’s because it’s crucial in driving sales.

Ironically, many business owners are unaware that effective marketing copy must:

The problem many business owners have is that they don’t really understand the difference. That’s why they struggle to make sales.

Marketing is how you reach prospects by promoting your product, service, or company. It consists of the actions you take and the processes you use to reach your goal — converting prospects to customers or clients. Marketing strategies often change and include using a variety of media vehicles. Its goal is to drive sales.

Starbucks, like other successful companies, makes brilliant use of a branding principle called the USP (Unique Selling Proposition).

I call the USP the “special sauce of branding” because it’s what differentiates a product, service, or company from others in the category.