Walt Goshert has written a terrific piece about creating a Unique Selling Proposition. Without it, there is no way to develop truely effective marketing. The one point I would add to his comment is the need to begin the process of developing a USP with Focus, Focus, Focus. For a more detailed look at how important I believe this is, check out my May 24th Blog Post on Roundpeg.biz on how to double your sales.