The first part of the marketing plan defines your shows, products and services and their features and benefits in detail. This is where the 'USP' (more on that next) comes in. You illustrate how you differentiate yourself from the competition. The more clearly and succinctly you describe your shows, services and products in your marketing plan, the better you'll communicate with your target customer.
Okay, if you have been doing some research into marketing prior to now, you know about USPs. A marketer, by the name of Dan Kennedy, is one of the most well known writers to discuss USPs. He covers the subject beautifully with great examples in almost all of his courses and books. The concept has been around in one form or another for at least a century and it is a key concept to marketing.
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