EMPATHY BEFORE SALES.

“People don’t buy products, they buy…the reinforcement of their own personality.”
So, should your strategy and concept still start with the product benefit?

Or would you rather focus on a buying motive? And do you also need an “attention motive”? One that resonates with customers, or even better, non-customers?

Whether you use the classic USP or the UPS (Unique Personal Significance) in your briefing makes a huge difference—both in the implementation and the results.

We’d be happy to explain the difference between UPS and USP, as well as the processes and tools behind it, in 30 minutes. Short and sweet.