In this episode of Talk Commerce, Brent Peterson interviews Chantel Cornelius, founder of Apple Tree Marketing, who discusses the shortcomings of traditional unique selling propositions (USPs) and introduces her innovative Standout Strategies framework. Chantel emphasizes the importance of emotional connections with customers and the need for businesses to measure their marketing efforts effectively. She also shares insights on public speaking as a marketing tool, cultural differences in marketing approaches, and offers practical advice for new business owners. takeaways Traditional USPs often fail because they lack uniqueness.Emotional connections with customers are crucial for differentiation.Standout Strategies focus on what customers want to feel.Measuring marketing success is essential for growth.Public speaking can be an effective marketing tool.Cultural differences impact marketing strategies.New business owners should leverage their existing networks.Research and feedback are vital for effective marketing.Experimentation is important, but don't waste time on ineffective channels.Failure is not necessary for learning; research can guide success. Sound Bites "USPs are not unique!""I love doing it!""I hate failure!"Chapters 00:00Introduction and Passion for Horses 08:16Starting Apple Tree Marketing 08:53The Limitations of Unique Selling Propositions (USPs) 11:03Standout Strategies Based on Customer Emotions 15:13The Importance of Strategic Marketing and Measurement 23:07Effective Public Speaking and Marketing 25:53Differences in Marketing Approaches: UK vs US 29:43Starting Marketing: Talking to People You Know 32:21The Role of Experimentation and Learning from Others' Mistakes 35:53Shameless Plug: Take the Test on Apple Tree Marketing's Website