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Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off by Jim Cockrum

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CHAPTER 76

CREATE YOUR UNIQUE SELLING PROPOSITION (USP) BASED ON YOUR STORY

By shaping your story and sharing what makes you unique among your competitors, you begin to create an overall marketing message that simply cannot be competed with.

Without even realizing it, I accomplished this with one of the first simple e-books that I wrote. It was a book about my success story using eBay in a creative way. It was about 10 years ago, when eBay was first starting to become mainstream. There were literally hundreds of books on the subject of using and selling on eBay. Had I done any research on exactly how many other books there were on the subject, I might've been discouraged and become convinced that I shouldn't stray into such a crowded niche market, but I was bold or foolish enough to proceed anyway.

Fortunately for me I built the story of the book (and the sales copy for the book) around my own personal success on eBay. In other words, the book showed others exactly how I did what I did. While I wasn't the only one doing things this way, I was the only one willing to share that information with others in a creative way.

Because I was willing to be transparent in the way that I ran my business, and because I was willing to share my secrets, my book easily stood apart from all of the other books about eBay—most of which were about as entertaining as reading the eBay.com help menu.

To this day I'm pretty sure that I have the all-time best-selling book about how to succeed on eBay. ...

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