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Top 10 USP's (Unique Selling Propostions)

This document discusses the concept of a Unique Selling Proposition (USP), emphasizing its importance in distinguishing a business from competitors and effectively communicating value to customers. It outlines characteristics of a strong USP, which should be concise, focused on customer desires, and able to elicit interest. The document provides examples and encourages businesses to develop and refine their own USPs for effective marketing.

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Rick Osbourne… Managing Editor Editor at Large Copywriter Freelancer Professional Word slinger And…A Hired Pen The Top 10 Characteristics of a… “Unique Selling Proposition”
Marketing Guru Al Robinson Says… “A USP is a Deep Seeded Identity Check to see how well you understand your customer, your business, and the position of your business within the market in which you’re competing.”
Al Rob Continues… “ It’s an attempt to understand your business so well that, given the opportunity, you can tell any listener exactly who you are, and what you do, in such a way that they can’t help but want to know more about you and your business.” So it’s usually not easy or on the surface. You have to dig for it.
In Short, A USP Is A Very Special Way To Answer The Question… What Do You Do For A Living?
Dalton McCrary… Dalton’s Guaranteed Straight Shootin’ Golf “ I Teach People How To Hit a Golf Ball as Straight as They Can Point , or the Lesson’s FREE , and I Give Them $25 For Wasting Their Time…”
1. What a USP is NOT! Mission Statement Meaningless Slogan Sales Pitch We’re the biggest, We’re the best, We’ve been in business the longest We care the most…
The “Who Cares” Test… Try Your USP on Anyone If They Answer “Who Cares?” It’s NOT A USP!!!
2. A USP Distinguishes You… Makes You Stand Out From the Pack Raises the Bar to a Level Only You Can Reach Puts You in a League of Your Own And a USP Helps You Achieve Your Goals
3. A USP is Short and Sweet… It Summarizes It’s the Headline in a Feature Story It Grabs People’s Attention Stops Them in Their Tracks
4. And Causes Reactions Like… How do you do that? Tell me more. How can I get more info on that? What’s your web site? What does your schedule look like? Can I make an appointment…NOW?
5. A USP Focuses On… A Customer’s WANTS , A Customer’s DESIRES … Not His NEEDS Find Out What a Customer Wants And Get it for Them
6. A USP Translates… Features Into… BENEFITS!!!! Answers the Question What’s In It For Me? Ponds…For Example
7. Marketing Guru Dan Kennedy… A USP answers the question “Why should I choose to do business with you, over all the other choices I have, which includes the choice of doing nothing at all?” …QUICKLY!
Guess Who’s USP…a Quick Test We deliver fresh hot pizza to your door in thirty minutes or less, or the pizza’s FREE! If it absolutely, positively has to get there overnight… We Always Sell For Less. We Immunize kids against obesity for a lifetime without pills, shots, or diets.
8. A USP is Flexible… Lends itself to Repackaging And can be Repeated Over and Over Hammering Your Message Home So it’s REMEMBERED by your customers
9. Challenges Anyone to Match It! It’s OK to be OUTRAGIOUS, But… You’d better be able to back it up! It doesn’t just COMPETE (we’re the best), it Eliminates (we’re the only )…
10. Marketing Guru Jeff Paul… “ We’re not only the best at what we do, but we’re the ONLY ONES who________ .
Example # 1 We’re not just the best pond builder in town, but we’re the ONLY builder who’s IPPCA (NAPP, or CAC) Certified.
Example # 2 We’re not just the best pond builder in town, but we’re the ONLY builder who offers a no hassle, money back guarantee on all our work !
Example # 3 We’re not just the best pond builder in town, but we’re the ONLY builder who concentrates 100% on Pond Building.
Example # 4 We’re not just the best pond builder in town, but we’re the ONLY builder who supports local education with an annual Ponds for Kids event at a local school.
Example # 5 We’re not just the best pond builder in town, but we’re the ONLY builder who hosts a local water gardening club where our customers network with other pond enthusiasts and grow their knowledge.
Example # 6 We’re not just the best pond builder in town, but we’re the ONLY builder who charges a consultation fee. You see, we’re pond pros, not amateurs.
Example # 7 We’re not just the best pond builder in town, but we’re the ONLY builder who offers a POND SITTING SERVICE when you go on vacation.
Example # 8 We’re not just the best pond builder in town, but we’re the ONLY builder who keeps our clients up to date and informed with a monthly newsletter.
Example # 9 We’re not just the best pond builder in town, but we’re the ONLY builder who stays current by attending pond classes every year.
Example # 10 We’re not just the best pond builder in town, but we’re the ONLY builder who does a BREAK EVEN ANALYSIS Every Week, So You Know We’ll Be Around Next Year and the Year After to Make Sure You Have What Ever You Need for Your Pond!
What If I Can’t Think Of Any USPs? STEAL One or More of the Ones We’ve Listed Here and Make ‘Em Your Own Then Tell Your Customers About ‘Em Over and Over Again So They Know Precisely What Sets You Apart From the Rest of the Pack.
How About More Than One? The More the Merrier It’s Impossible to have too many USP’s List them out and blow your clients away Build Your Marketing Around Them
Example ######## YOU Audience Examples…Let’s hear from YOU!