Define your unique selling proposition
Three tests one sentence has to pass before it is worth using, and the six places it then has to appear. It also names the claims that every competitor is already making.
Download the guide
Look inside
Eight of the thirteen pages. Turn them the way you would a printed guide.
What the guide covers
Thirteen pages, laid out the same way as every other guide in the series.
The three tests a proposition must pass
True, checkable, and something a competitor would not say about themselves.
Eight actions
Numbered and in order, from collecting the words customers use to putting the sentence into the sales conversation.
A worked example
A Dubai accountancy practice, six staff, serving free zone small businesses.
A one-page proposition worksheet
Worked top to bottom, with the sentence written last.
Related
Where to go next.
Create a brand strategy
Five decisions on one page, and the only one worth paying a designer for.
Read the guide
Gather competitor intelligence
What to collect, where it lives, and the five numbers to track every quarter.
Read the guideWhere this fits. A proposition sits inside brand positioning. If you are selling into a new market it also decides how you enter, which is covered under UAE market entry.
Sources. Rosser Reeves, Reality in Advertising, Alfred A. Knopf, 1961. Byron Sharp, How Brands Grow, Oxford University Press, 2010. McKinsey, State of the Consumer 2026, June 2026. Listed in full on page 10 of the guide.
Next step
Talk the decision through before you commit to it
A 30 minute discovery call at no charge, on whichever part of this sits closest to the decision in front of you.
Book a discovery callOr read how brand positioning and strategy works, what it covers and how it is scoped.