When you work with advertising or radio agencies it is important that they understand exactly what your client’s UPS is. You now have the material to generate headlines and copy for ads. You will find it much easier to tell your client’s story once you know what the USP is.Lesson #5 – The money is in the niche. Watching traffic go by in San francisco makes you understand the wide array of cultures, diversity and multitude of options people desire in their choices. I often watch in amazement as many dealers are lead by advertising agencies to spend vast sums of money trying to be everything to everyone with a generic non-benefit driven message.Have you thought about offering a deal to new customers? Get new patrons into your restaurant with discounts or free stuff. But be careful! Give the deal, coupon or free food a bit of thought.