There is no shortage of advice available for entrepreneurs on how to grow a business. But to positively affect the bottom line, Brian Miller, COO of Business Partner Franchising, said, "There are only two areas that create revenue for a company — marketing and sales. All other activities contribute only to expenses." A recent survey showed that 87 percent of executives believe marketing and sales are the most pivotal activities in terms of accelerating growth for a company. However, one force that can drive more business to a brand and make a key difference for a company in a marketplace is creating a Unique Selling Proposition (USP) and then communicating it effectively. "A USP defines what makes you unique and more valuable in...