Dmitry Kot is one of the most famous copywriters, business coach, director of the Agency for Selling Texts, author of the best-selling book “Copywriting: How not to eat the dog. We create texts that sell” and “Selling texts: a model for assembly. Copywriting for everyone.” Think about why the client should choose you? Why should I turn to your company, go to your store, and not to competitors in the neighborhood? Are there compelling reasons why you should pay your higher price than the market average? Are you sure that your arguments will be strong enough? Read the new book by Dmitry Kot, and you will learn: • how to differentiate yourself from competitors so that the client understands the first time: you are better than others; • how, in what texts and where exactly - on the website or in advertising materials - you need to declare your differences and what formulations to use. “UpperCat” is ready-made techniques for building and introducing competitive advantages. At the same time, a change in positioning and fundamental changes in business processes are not required, because all the recommendations in the book are universal and suitable for any field of activity.