How to create a USP that whips the competition

How to Create a USP that Whips the Competition

How to Create a USP that Whips the Competition

• In 1992 the average consumer was presented with 3000 commercial messages per day. In 2014 it is > 30,000 (and even higher for business owners)

• 65% of consumers say they are bombarded with too much advertising

• 56% of consumers avoid buying from companies that advertise too much

The data shows…The data shows…

The data shows…The data shows…

• It now cost 3.5 x more in 2014 than it did 20 years ago to reach prospective buyers

• It now takes 8 attempts to reach a prospective buyer compared to 4 attempts 20 years ago

• Therefore ½ the results from previous same efforts are common

Unique - It clearly sets you apart from your competition, positioning you the more logical choice. Selling - It persuades another to exchange money for a product or service. Proposition - It is a proposal or offer suggested for acceptance.

What is a USP?What is a USP?

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…

What is a USP?What is a USP?

It’s an attempt to…

Understand your business so well that you can easily tell any potential client exactly…• who you are• what you do• in such a way that they can’t help but

want to know more about you and your business…

What is a USP?What is a USP?

A USP is NOT a…

• Mission/Purpose Statement• Meaningless Slogan• Sales Pitch• We’re the biggest, • We’re the best, • We’ve been in business the longest • We care the most…

What a USP is NOT…What a USP is NOT…

• 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

• You can charge more

• Helps you achieve your goals

A USP distinguishes you…A USP distinguishes you…

• It summarise’s

• It’s the headline in a feature story

• It grabs people’s attention

• Stops them in their tracks

A USP is Short and Sweet…A USP is Short and Sweet…

• How do you do that?• Tell me more….• How can I get more info on that?• What’s your web site address?• What does your schedule look like?• Can I make an appointment…NOW?

And Causes Reactions Like…And Causes Reactions Like…

• A Customer’s WANTS, A Customer’s DESIRES…

• Not their NEEDS

• Translating Features Into… BENEFITS!!!!

• Answers the Question…What’s In It For Me?

A USP Focuses On…A USP Focuses On…

• 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 it myself or nothing at all?”

• And…QUICKLY!

A USP Focuses On…A USP Focuses On…

• It’s OK to be OUTRAGIOUS, however…

• You’d better be able to back it up!

• It doesn’t just COMPETE (we’re the best), it Eliminates (we’re the only)…

Challenges Anyone to Match It!Challenges Anyone to Match It!

“We’re not only the best at what we do, but we’re the ONLY ONES who________ .”

It adds to…It adds to…

Dalton McCrary

Dalton’s Guaranteed Straight Shootin’ Golf

“I Teach You How To Hit a Golf Ball as Straight as You Can Point, or the Lesson’s FREE, and I Give you $25 For Wasting your Time…”

How to I create a USP?How to I create a USP?

Are you prepared to change?Are you prepared to change?

Think Differently…Think Differently…

Who is your target market…Who is your target market…

Step 1: Use Your Biggest BenefitsStep 1: Use Your Biggest Benefits

So, what are the 3 biggest benefits you offer?

Write them down... 1. 2. 3.

Step 2: Be UniqueStep 2: Be Unique

Write your USP so it creates desire and urgency. Your USP can be stated in your product itself, in your offer, or in your guarantee:

PRODUCT: "A unique baseball swing that will instantly force you to hit like a pro." OFFER: "You can learn this simple technique that makes you hit like a pro in just 10 minutes of batting practice." GUARANTEE: "If you don't hit like a pro baseball player the first time you use this new swing, we'll refund your money."

Step 3: Solve An Industry "Pain Point" Or

"Performance Gap"Step 3: Solve An Industry "Pain Point" Or

"Performance Gap"

Example - Real Estate Industry

Pain - People want to sell their house fast without loosing money on the deal.

USP - "Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value"

Step 3: Solve An Industry "Pain Point" Or

"Performance Gap"Step 3: Solve An Industry "Pain Point" Or

"Performance Gap"

Example - Dental Industry

Pain - Many people don't like to go to the dentist because of the pain and long wait.

USP - "We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes" or you will receive a free exam."

Step 4: Be Specific And Offer ProofStep 4: Be Specific And Offer Proof

Step 5: Condense Into One Clear And

Concise SentenceStep 5: Condense Into One Clear And

Concise Sentence

The most powerful USPs are so perfectly written, you cannot change or move even a single word.

Step 6: Integrate Your USP Into ALL

Marketing MaterialsStep 6: Integrate Your USP Into ALL

Marketing Materials

Variations of your USP will be included in the ALL your marketing materials such as your...

• Advertising and sales copy headlines;• Business cards, brochures, flyers, & signs;• Your "elevator pitch", phone, and sales

scripts;• Letterhead, letters, & postcards;• Website & Internet marketing.

Step 7: Deliver On Your USP's PromiseStep 7: Deliver On Your USP's Promise

What If I Can’t Think Of Any USPs?What If I Can’t Think Of Any USPs?

How About More Than One?How About More Than One?

National College of Businesscollegeofbusiness.com.au

Brisbane Gold Coast

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