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Crafting your unique selling proposition (USP) should not be taken lightly. A good USP could make the difference between moderate business results, and market segment dominance.
Dan Kennedy – one of the top direct marketers of the modern era, has this to say about the importance of a good unique selling proposition:
By the way – the quote was from Dan’s “The Ultimate Marketing Plan” – an excellent guide on developing an effective marketing strategy. An indication of the importance he places on formulating a unique selling proposition – its the first thing he covers in his book.
Your unique selling proposition must clearly speak to the needs of your prospective clients. When they see your USP, CMM, or hear your Elevator Speech, you want them to think “That’s what I want!” It should get them to listen to your recorded messages, request that brochure, drive them to your web site, and ultimately, get them to call you to do business with you.
Developing your USP is not a trivial, 5 minute exercise. It can take months before you settle on the final combination of words that succinctly captures the essence of your business in a compelling way that draws prospects to your business.
If it appears to be too much effort, well, I suggest you take note of Dan Kennedy has written that if, after careful reflection, you cannot think of a compelling reason why you cannot think of a compelling reason why your prospects and customers should do business with you over all of your competitors, then you should lie on your bed at night and stare at the ceiling in terror!
We’ve collected a few articles on this very important topic. Work through them, and use the ideas to help formulate or refine your Unique Selling Proposition.
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Warning: this is a very important topic – so pay close attention. Implementing what I have to say here could mean the difference in hundreds of thousands in private money for you. Don’t believe me? Nonsense?
No.
100% real. Time tested. Battle tested.
You see…
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Well, in this article, I’d like to get you familiar with the concept of a USP.
What’s that, you ask? Well, a USP is a Unique Selling Proposition. You may have heard it expressed before as a unique buying advantage, unique value proposition or any other number of ways
But basically, a USP is an attempt [...]
Defining your Unique Selling Proposition, most commonly referred to as the USP, is essential to building a marketing campaign and to illustrating to customers why you stand apart from and above the competition.
One of the first things you should do when starting a business is to define your USP: What makes your product or [...]
Have you ever spent endless hours wondering how to get you marketing message across? Anyone who’s been involved in marketing for any length of time certainly has. So, if there is a secret to successful marketing, what might it [...]