Standing out in today's environment is tough and getting tougher. Many marketers, however, overlook the necessity and value of a USP in setting their businesses apart from the competition. History and research clearly show that an effective USP makes it easier to generate leads and increase sales. Employing a USP in today's marketplace can help you compete successfully and take your business to the next level. Read on to find out how you can benefit from differentiating your business with a USP.

1. Do You Really Need a
USP?
Increase Your Leads & Sales With Ease
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12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014

2. Agenda
● What’s a USP?
● Why Having a USP is Important
● Do You Really Need a USP?
● Is Marketing with a USP Effective Today?
● The Bottom Line
● Next Steps
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12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014

3. What is a USP?
❑ Around since the early 1960’s.
❑ Famous advertising guru, Rosser Reeves popularized USP’s in his book, Reality of Advertising.
❑ Let’s start with a definition:
Unique Selling Proposition: "A USP identifies the “prime quality” of your
product or service to “distinguish” itself from the competition.”
❑ A USP must consist of 3 deceptively simple elements:
1. It must make a proposition
2. It must be unique
3. It must sell
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12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014

4. 3 Effective USP’s
● Successful taglines capture the essence of their
products’/services’ USP:
● FEDEX – “When it absolutely, positively has to be there
overnight!”
● BMW – “The Ultimate Driving Machine!”
● Nike – “Just do it!”
● What are some others???
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12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014

5. Why Having a USP is Important
● The USP is more than a half century old… do you really need a
USP in the 21st century?
● In the early 60’s ➔ regional and national competition
● Today global markets ➔ increased trade
● The new normal ➔ Product Explosion ➔ Hyper-competition
● In Differentiate or Die! Survival in Our Era of Killer Competition.
Jack Trout makes the case that USP’s can deal with hyper-competition.
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12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014

6. Do You Really Need a USP?
In competitive markets, successful businesses combat competition by
“standing out from the crowd”.
● Situation: During the Great Recession, transportation and logistics industry saw brutal competition
● Problems: Driver Shortage, rising fuel costs, and downward price pressures
● Survival Strategy: Expand service offerings
Historical Examples of Growth in Product and Service Offerings:
• MacDonald’s had 13 items on its menu in the 70’s and 43 in the 90’s
• Levi’s jeans went from 41 styles to 70 styles
• Vehicle styles went from 654 to 1,212
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12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014

7. Is Marketing with a USP Effective?
• Your competitors overwhelmingly say a USP has value in today’s
marketplace…
• Stevens Consulting Group Study  81% of executives said a USP is more
effective than a sales campaign
What this means to you: USP’s Make it easier to increase leads & sales!
12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014
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8. The Bottom Line 8
You don’t need a crystal
ball to tell you that…
competition will continue
to increase…
so … differentiate or die!
12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014

9. Next Steps
If you want to boost your lead leads… then you must develop (or refine) your USP.
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Let’s get together to position your company effectively with your customers and prospects.
Alex Milo
B2B Copywriter & Consultant for
Transportation and Logistics Companies
● Ph: 256-886-4684
● Email: amilo@b2bcopywriting-alexmilo.com
● Website: www.b2bcopywriting-alexmilo.com
● Linked In: http://www.linkedin.com/in/alexandermilo
12060 County Line Rd., Madison, AL 35756/amilo@b2bcopywriting-alexmilo.com 10/18/2014