What should his third step be?

Identifying his Unique Selling Proposition (USP) should be his third step. A USP clearly articulates what makes his business, product, or service better than the competition. This foundational understanding is crucial before launching any marketing efforts. Without a defined USP, advertising campaigns (like launching an advertising campaign) may lack focus and fail to resonate with the target audience. Similarly, a newsletter (launch a newsletter) would be less effective without a clear message about what makes his offering special and why customers should care. Defining the USP provides the core message for all subsequent marketing activities.