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Creating a unique selling proposition

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Creating a unique selling proposition for small business.

Creating a unique selling proposition for small business.

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  • What is your business?
  • Dan Kennedy says “ Why should I choose to do business with you versus any and every other option available to me in your category?”Write down what you believe is your USP…
  • I have news for you…your competition is saying the same!Not to mention, these things are (and should be) EXPECTED!!!!
  • Mark Joyner, the author of The Irresistible Offer says people are looking for 4 things:What are you trying to sell me?How much does it cost?Why should I believe you?What's in it for me?If you think about it…isn’t this what you want to know also (as a customer)?
  • Pull out the telephone book (if you can find one anymore)…and look at the pizza ads. Almost all of them are the same. They say something like “Best pizza in Phoenix, delivered to your door”. The difference is Domino’s provided answers to those 4 questions:What are you trying to sell me? Fresh hot pizzaHow much does it cost? It’s free, if we don’t get it there in 30 minutes or lessWhy should I believe you? We GUARANTEEWhat's in it for me? Fresh hot pizza, in 30 minutes or it’s free! Pretty simple!You see, the “other ads” are more “push statements”:Best Pizza in Phoenix! Says who?Delivered to your door! Um, I EXPECT that…where else would you deliver it?
  • USP don’t always have to answer all of those questions, the can also imply a USP. Fed Ex is implying that it will “absolutely, positively” be delivered…overnight!UPS – “What can Brown do for you?” I don’t know…what can they do for you?Fed Ex founded in 1971 UPS in 1907.
  • They send out every box of shoes they sell with a return label…no questions asked!
  • OTT (Over The Top)
  • OTT (Over The Top)

Transcript

  • 1. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . NO COMPETITION! CREATING A UNIQUE SELLING PROPOSITION www.yourmarketingcoachonline.com . .
  • 2. Hi, my name is Misty (: I’m a Marketing Coach Founder of Marketing 101 and Your Marketing Coach My formal education is in Marketing and Graphic Communications and over 16 years of sales experience. I empower small business owners to take control of their business growth by showing them how to inexpensively, yet effectively market their business.
  • 3. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . MARKETING 101 Fundamentals of Marketing www.yourmarketingcoachonline.com . .
  • 4. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . WHAT WE ARE GOING TO COVER TODAY 1. 2. 3. . What is a Unique Selling Proposition? Ideas for creating one for your business How to bring it fourth in your marketing www.yourmarketingcoachonline.com .
  • 5. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . WHAT IS A USP?? Something that gets your audience to choose you over your competition… www.yourmarketingcoachonline.com . .
  • 6. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . MOST SAY... “Our Customer Service” “Our Quality” “Our Education” “We are the Best” www.yourmarketingcoachonline.com . .
  • 7. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . GET NOTICED... By saying something your targeted audience wants to hear! www.yourmarketingcoachonline.com . .
  • 8. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . WHAT YOUR AUDIENCE CARES ABOUT... 1. 2. 3. 4. What are you trying to sell me? How much does it cost? Why should I believe you? What's in it for me? www.yourmarketingcoachonline.com . .
  • 9. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . “We GUARANTEE Fresh hot pizza, delivered in 30 minutes or less or it’s FREE!” www.yourmarketingcoachonline.com . .
  • 10. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . “Where it absolutely, positively has to be there overnight” Today’s Fed Ex: “The World – On Time” www.yourmarketingcoachonline.com . .
  • 11. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . . . “Powered by Service” “A customer service company that happens to sell shoes” - Jon Wolske www.yourmarketingcoachonline.com
  • 12. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . DEVELOPING YOUR USP... Know your customer! Understand that your product may not be unique… But HOW you deliver it can be! www.yourmarketingcoachonline.com . .
  • 13. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . PROBLEM DRIVEN USP... What are 3 problems of your target market? www.yourmarketingcoachonline.com . .
  • 14. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . BENEFIT DRIVEN USP... What are 3 benefits of using your product or service? www.yourmarketingcoachonline.com . .
  • 15. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . ADVICE... Keep it clear, simple and to the point! www.yourmarketingcoachonline.com . .
  • 16. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . . HOW DO YOU SHOW YOUR USP? Tagline It’s in your core values It’s in your mission It’s in your service It’s in your “why” BOTTOM LINE: It’s WHO YOU ARE…what you want to be known for! www.yourmarketingcoachonline.com .
  • 17. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . LOOK FOR WAYS TO BE OTT!!! EXAMPLES: • • • • • • • • • • Vending Service Car Sales Service Reminders Special Events Free Classes Free Service Unique Gifts Deliver Unadvertised “Surprises” Deliver “OTT” Customer Service Deliver “OTT” Gifts & Giveaways www.yourmarketingcoachonline.com . .
  • 18. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . ELIMINATE RISK EXAMPLES: • • • • • • Money Back Guarantees Payment Plans Try For Free Only Pay if you Get Results! Offer Loss Leaders First One’s Free www.yourmarketingcoachonline.com . .
  • 19. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . WHAT WE COVERED TODAY 1. 2. 3. . What a Unique Selling Proposition is Ideas for creating one for your business How to bring it fourth in your marketing www.yourmarketingcoachonline.com .
  • 20. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . QUESTIONS www.yourmarketingcoachonline.com . .
  • 21. - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - . ACTION STEPS 1. 2. Develop your own USP Sign up for my next Webinar  www.yourmarketingcoachonline.com . .