22. Level 3: “Psychic”graphic Information Example
Fill in the blanks for them:
“If I could just _______ then ___________”
Defining Your Ideal Customer
Hope you are focusing
on me the customer
23. Listen, these 12 words that will change your life-
"Most people fall in love with their
products, instead of their prospects!”
It’s all about me the customer
36. FedEx: “When it absolutely,
positively has to be there
overnight.”
When it absolutely, positively has
to be there overnight – it’s not
about price we are willing to pay a
premium if we need to get it there
overnight and fast.
USP
37. USP
See whether your USP meets all three guidelines:
1. "Each advertisement must make a proposition to the
consumer. Each advertisement must say to the reader: 'Buy this
product, and you will get this specific benefit."
38. USP
2. "The proposition must be one that the competition
either cannot, or does not, offer. It must be unique -
either a uniqueness of brand or a claim not otherwise
made in that particular field."
39. USP
3. "The proposition must be so strong that it can move
the mass millions, i.e., pull over new customers to your
product."
40. 18 Things to Consider When Developing Your USP
1. What do you do GREAT?
41. 18 Things to Consider When Developing Your USP
2. How it will BENEFIT your TARGET MARKET?
42. 18 Things to Consider When Developing Your USP
3. Clearly identifies your
TARGET MARKET
43. 18 Things to Consider When Developing Your USP
4. OPPORTUNITY GAP: What VOID in the
Marketplace can you fulfill?
44. 18 Things to Consider When Developing Your USP
5. Should be SHORT and EASY to RELAY
45. 18 Things to Consider When Developing Your USP
6. Once someone hears it, will it begin a conversation?
46. 7. A GREAT GUARANTEE
18 Things to Consider When Developing Your USP
47. 18 Things to Consider When Developing Your USP
8. Delivers SPEED
49. 18 Things to Consider When Developing Your USP
10. A BIG PROMISE
50. 18 Things to Consider When Developing Your USP
11. What do People HATE that you can FIX?
51. 18 Things to Consider When Developing Your USP
12. PRICE Advantage
52. 18 Things to Consider When Developing Your USP
13. How It's PAID FOR as an Advantage
53. 18 Things to Consider When Developing Your USP
14. What do your CUSTOMERS EXPER
54. 15. SALES PROCESS Advantage
18 Things to Consider When Developing Your USP
55. 18 Things to Consider When Developing Your USP
16. NICHE
56. 18 Things to Consider When Developing Your USP
17. PERSONALITY
57. 18 Things to Consider When Developing Your USP
18. Combination of all of the above
58. Final Comments About Creating A Great "USP"
It's work to develop a great USP and it...
59. Final Comments About Creating A Great "USP"
Requires a great deal of thought and...
60. Final Comments About Creating A Great "USP"
Requires RESEARCH from Customers, Co-Workers,
and Competition
61. Final Comments About Creating A Great "USP"
It can/could CHANGE and you will need to
be constantly on the lookout for a new one.
But …
When properly accomplished it provides you
with a HUGE competitive advantage.