Lisa O’Donnell Fahoury, CBC
Chief Creative Officer, Fahoury Ink

Lisa Fahoury was introduced to the concept of the unique selling proposition (USP) at a very early age. When she was just four years old, she was featured in an article on "Leap Year Babies" in the Hudson Dispatch newspaper.

"The attention has always been great fun, and made me appreciate the power of a USP — even though I had absolutely nothing to do with being born on February 29. I give all the credit to my mother," she laughs.

These days, Fahoury prefers to work behind the scenes, putting her marketing talents to work for clients of Fahoury Ink. As the former creative services manager for the New York Daily News, she knows how to craft the kind of selling messages that get attention in a highly competitive market.

A graduate of Seton Hall University's Stillman School of Business, Fahoury is the creator of the "Think Like a Fish" seminar series on creative thinking. She also serves as editor for Creative Compost: Where Great Marketing Ideas Grow, Fahoury Ink's quarterly newsletter that showcases unique and offbeat promotional strategies.

In 2003, Fahoury was awarded the title of Certified Business Communicator by the Business Marketing Association (BMA). Held by just 3,000 individuals worldwide, the CBC designation recognizes the highest standards of knowledge and achievement among business-to-business marketing professionals.

An active member of BMA and the New Jersey Association of Women Business Owners, Fahoury lectures frequently on marketing and public relations for a variety of organizations. You can also follow her marketing musings on Twitter and Facebook.

Whether conducting workshops or working one-on-one with clients, she's sure to stress the importance of the USP, and the critical role it plays in helping companies make the 'leap' to more effective marketing. "I may have to wait four years to celebrate a birthday, but there's no reason every business can't reap the results of a solid marketing strategy every day."