Melvin Feller Explains a Powerful Marketing Strategy Melvin Feller has always taught and believed that once your company understands the need for taking value to market and not just products and services, it is necessary to assess and determine why some customers flood through the doors of one business and completely ignore a competitor just two blocks away? Why? Melvin Feller believes that you could name many reasons why one store does not' do as well as another but I want to focus on the marketing strategy that makes a business irresistible. You know the ones that customers cannot stay out of. Here is the secret. What makes one business soar to the top of the success mountain with others struggle at the base is what I refer to as the .... Unique Purchase Appeal. It is the "reason why" your customer should choose you over your competition? Every customer has to answer the “reason why” question in his or her mind before doing business somewhere. Let's go back in history and review Unique Selling Propositions (USP), you can look at Apple Computer at it's inception. Here was a company housed in a garage, no fancy office, no one knew who they were yet based on their USP they became one of the fastest growing companies of their time. Even though they were competing against well-established giant IBM and then Microsoft. What was their unique purchase appeal? At its core it was their "point and click" operating system which made it possible for the "rest of us" to operate a computer without having to speak geek! At the time, it was revolutionary. Just take a mouse and point and click. In addition, it, along with all the other cool stuff it could do, took them to the top of the mountain. However, they lost their advantage when Microsoft figured out their own version of the "point and click" and of course, now the rest is history.

1. Melvin Feller Explains a Powerful Marketing Strategy
Melvin Feller has always taught and believed that once your company understands the need for
taking value to market and not just products and services, it is necessary to assess and
determine why some customers flood through the doors of one business and completely ignore
a competitor just two blocks away? Why?
Melvin Feller believes that you could name many reasons why one store does not' do as well as
another but I want to focus on the marketing
strategy that makes a business irresistible. You
know the ones that customers cannot stay out of.
Here is the secret.
What makes one business soar to the top of the
success mountain with others struggle at the base is
what I refer to as the ....
Unique Purchase Appeal.
It is the "reason why" your customer should choose you over your competition? Every customer
has to answer the “reason why” question in his or her mind before doing business somewhere.
Let's go back in history and review Unique Selling Propositions (USP), you can look at Apple
Computer at it's inception. Here was a company housed in a garage, no fancy office, no one
knew who they were yet based on their USP they became one of the fastest growing companies
of their time. Even though they were competing against well-established giant IBM and
then Microsoft.
What was their unique purchase appeal? At its core it was their "point and click" operating
system which made it possible for the "rest of us" to operate a computer without having to
speak geek!
MarketingStrategybyMelvinFeller MA

2. At the time, it was revolutionary. Just take a mouse
and point and click. In addition, it, along with all the
other cool stuff it could do, took them to the top of
the mountain.
However, they lost their advantage when Microsoft
figured out their own version of the "point and
click" and of course, now the rest is history.
Staying in the history mode let us take another walk down memory lane... Domino's Pizza.
These people started out as a single pizza store and have a vision and a unique purchase
appeal. Do you remember what it was?
Fresh hot pizza delivered to your door in less than 30 minutes or it is free.
They did not promise the best pizza, they did not even promise the best tasting pizza, nor did
they promise the least expensive pizza. Just delivered in 30 minutes fresh and hot or it is free.
None of the their competition made this promise although many offered free delivery, and it
took Dominos from obscurity all the way to the top of the pizza mountain in record time.
Yes, they ended up losing their UPA, at least in part, when they started killing people with it.
You may remember that their pizza drivers hit and killed a few people trying to make their
deliveries in less than 30 minutes. They could no
longer make this promise but it was powerful
enough to keep them at the number 2 spot on the
top 100 pizza companies in the world even today.
Wal-Mart shot to the top by utilizing a duel
USP. Not only did they do the "low price" deal, but
also they selected markets outside of the
metropolitan big city and found a niche in a more
MarketingStrategybyMelvinFeller MA
MarketingStrategybyMelvinFeller MA

3. "rural" environment. Thus immediately making them the "big fish" in the little pond versus a
guppy in the big city.
Why you should not use low price as a USP
Most entrepreneurs try to compete
based on the low price like Wal-
Mart USP, even though they are not
a Wal-Mart nor will they ever be and
they completely miss the point that
they do not want to be.
Frankly, low price is the least profitable and the least appealing USP there is. For example, look
at Blockbuster.
The early years of the video rental market was filled with small mom and pop shops. It was a
new industry and location usually established their customer base. At first making money was
like shooting fish in a barrel but not as messy.
Then corporate America got involved with the Blockbuster type operation. It was truly sad to
watch what the mom and pop shops did to compete with the video rental giants.
With zero marketing background and even less imagination they lowered their prices!
Oh, wow! What a great idea! Let us lower our prices, cut our already thinning profit margins,
make ourselves less competitive and send ourselves to the poor house faster than the re-entry
speed of the space shuttle.
Not many small mom and pop shops around today are there? What where they competing
against that was so powerful that "low price" could not defeat it? It was "widest selection".
Moreover, at the time consumers were willing to pay more for it.
MarketingStrategybyMelvinFeller MA

4. Then you have seen how the video rental big boys have changed or adjusted their USP around
extended rental time, lower late fees, no late fees,
to monthly memberships with unlimited rentals
and no late fees.
In addition, not all this creative marketing is enough
to keep Blockbuster ahead of the new competition
with a new more powerful USP. They have just
recently narrowly escaped bankruptcy.
Again in an effort to compete in a changing market where you can buy videos in a retail
environment for about the price of one rental fee and a late charge, Blockbuster resorted to
lower prices with their monthly membership with unlimited viewing and no late fees.
Now add NetFlix to the picture, with its online convenience USP, Blockbuster is definitely in a
fight for survival.
As you can see, a Unique Purchase Appeal can make you big bucks. It can also do the same for
your competition.
It would be worth the investment in time and money to come up with one don't you think?
Melvin Feller is known as “The Entrepreneur’s Mentor” because Melvin walks his talk. Melvin
Feller has been there and done that and more importantly, Melvin Feller knows how to transfer
the skill set for success. This is main reason that he has been the sought after coach to
hundreds of small business owners, entrepreneurs, Realtors, real estate investors and service
professional internationally. Melvin Feller’s main talent is to show you how the step by step
process to build and enjoy a successful 6-figure plus business while having a balanced life.
Melvin Feller maintains offices in Texas and Oklahoma.
MarketingStrategybyMelvinFeller MA

5. MelvinFellerMAis inTexas and inOklahoma. MelvinFellerfoundedMelvinFellerBusinessGroupin
the 1970s to helpindividualsandorganizationsachieve theirspecificVictory.Victoryasdefinedbythe
individualororganizationare achievingstrategicobjectives,exceedinggoals,gettingresultsordesired
outcomes.He has extensive experience assistingbusinessesachieve topandbottomline results.He has
broad practical experience creatingWINNERSinmanyorganizations
and industries.He hashands-onexperience inexecutive leadership,
operations,logistics,sales,programmanagement,organizational
development,training,andcustomerservice.He hascoachedteams
to achieve resultsinstrategicplanning,businessdevelopment,
organizational design,sales,andcustomerresponseandbusiness
processimprovement.He haspreparedandpresentedmany
workshopsnationallyandinternationally.
MelvinFeller MA Business Consultant, Business
Owner, Entrepreneur andMBA