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!
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
- - - - - - - - - - - - - - - - - - - - - - - - - - -- - - UNIQUE SELLING PROPOSITION - - - - - - - - - - - - - - - - - - - - - - - - - - .
HOW DO YOU SHOW YOUR USP?
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!