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Creating A Unique Selling Proposition (Usp)

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Powerpoint used for a seminar presentation by Spike Humer on creating a Unique Selling Proposition.

Published in: Business, Career
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Creating A Unique Selling Proposition (Usp)

  1. 1. Creating a Unique Selling Proposition (USP) How to create a message of maximum value in the shortest time possible. Copyright Spike Humer All Rights Reserved
  2. 2. Creating a USP <ul><li>People don’t buy “things”; they buy a result, solution, or benefit </li></ul><ul><li>People don’t buy products, services, companies, or people--they buy beliefs and perceptions backed up by evidence </li></ul>Copyright Spike Humer All Rights Reserved
  3. 3. Creating a USP <ul><li>It begins by answering a few questions: </li></ul><ul><ul><li>Who is your target market or buyer? </li></ul></ul><ul><ul><li>What do they want or need? </li></ul></ul><ul><ul><li>Why do they want it? </li></ul></ul><ul><ul><li>How and why can you give it to them better than anyone else? </li></ul></ul>Copyright Spike Humer All Rights Reserved
  4. 4. Creating a USP <ul><li>Elements for Creating a USP: </li></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Selection </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Delivery Time </li></ul></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><li>Size </li></ul></ul><ul><ul><li>Longevity </li></ul></ul>Copyright Spike Humer All Rights Reserved
  5. 5. Creating a USP <ul><li>Key elements of an effective: </li></ul><ul><ul><li>Clearly Stated Benefit </li></ul></ul><ul><ul><li>Distinguishing From Competitors </li></ul></ul><ul><ul><li>Quantities/Qualities </li></ul></ul><ul><ul><li>Sets Criteria for Buyers </li></ul></ul><ul><ul><li>Educates/Distinguishes </li></ul></ul><ul><ul><li>Brief </li></ul></ul>Copyright Spike Humer All Rights Reserved
  6. 6. Creating a USP <ul><li>Four-step USP </li></ul><ul><ul><li>We Do… </li></ul></ul><ul><ul><li>You Get… </li></ul></ul><ul><ul><li>Why… </li></ul></ul><ul><ul><li>“ OR… </li></ul></ul>Copyright Spike Humer All Rights Reserved

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