For this week’s Yodle Tipster from Local Online Advertising for Dummies, we’re going to be turning to pages 44 & 45 in Chapter 3 (entitled Planning Your Local Online Advertising Campaign) to talk about a topic that transcends online advertising, and is really something every business owner – local or national, big or small – should think about.  That is your business’s USP or unique selling proposition.

First off, what is a USP?  In the book the term is described as “the factor or consideration presented by a seller as the reason that one…