The Million Dollar USP Maker – by William Bodri is an excellent ebook – essentially the definitive guide on defining your USP – packed full of examples of USPs to stimulate your creative juices, and containing 10 different techniques to help you identify and craft your USP message. If you exhaust all 10 techniques and still don’t have a USP, maybe you should pack it in and join a safe corporation!

I initially balked at the price – $129 – but when you view it in the context of the strategic impact that a well crafted USP can have on the success of your business, the amount is trivial.

I only realised afterwards that I had in fact purchased other Bill Bodri books in the past – several years ago I bought the Words That Work packages, and found them invaluable in shaping marketing messages targeted at different types of decision makers in organisations. The basic premise is that engineers view life differently to accountants, who view life differently to entrepreneurs, who view life very differently to corporate employees. Consequently, each type responds positively to specific ‘trigger’ words and phrases, and are put off by others. Being aware of these differences, and learning how to interpret both the triggers plus what killer phrases to avoid can be invaluable for anybody operating in Business to Business markets.)

Had I in fact realised that USP author was the same author as the Words That Work packages, my initial hesitancy would have immediately dissolved. He produces high quality products, and if you take the time to apply his methods, you will enjoy a significant improvement in the fortunes of your business.

Top Shape Publishing releases a new 176-page manual for entrepreneurs and small businesses on how to create a highly successful advertising USP and niche marketing strategy that will differentiate you from competitors

(PRWEB) August 11, 2004 — “How to Write a Million Dollar Unique Selling Proposition (USP)” is the dream of every entrepreneur, inventor or small businessman who desires outrageous business success. In this new do-it-yourself business manual by Top Shape Publishing, international marketing consultant William Bodri introduces 10 simple ways by which you can create a killer USP in under 95 minutes in order to differentiate your product or service from fierce competition.

“Having a USP, or unique selling proposition, is the key to virtually dominating a marketplace and bringing customers to your front door despite a field of look alike competitors. However, even top tier marketing consultants know of only one or two ways to help people develop a USP for a business, product or service. Even fewer know of a step-by-step brainstorming process you can follow that will naturally generate a series of creative ideas for competition-free brands that stand apart from the crowd, guaranteed. In this manual I’ve described not one but ten totally independent ways to create a niche marketing USP that can build a new business or breathe life into an old one by creating an instant stream of steady customers. The key is to first identify and then advertise a bold promised benefit for customers that’s not just attractive but extremely credible,” says Bodri.

“For instance there’s Dan Kennedy’s method for identifying a USP by answering the question, ‘Why should I choose to do business with you versus every other competitive option available, including doing nothing at all or whatever I am doing now?’ The entrepreneur’s initial reasons for starting a business may hold the key to uncovering a hidden USP as well: ‘My product is the only one that (does what?) for (whom?) by (how does it deliver this benefit?) … better than any other product in the world.’ There is the competitive analysis method for deriving a USP, the preemptive marketing method, the Gary Halbert index card shuffle method, the Doug Hall method, and many more.

“This 176-page manual not only teaches you how to create an attractive customer buying advantage by addressing their greatest frustrations, but goes over 224 marketing weapons you can use to publicize your USP, 6 ways you can charge higher prices than competitors and get away with it, 32 credibility factors that perfume a USP with believability, and dozens of copywriting tricks that will make your USP virtually sing.”

Guarantees, service options, price discounts, bonuses or premiums, credit terms, and dozens of other customer service options are typical components that make USPs attractive to customers and dramatically different one business or product from another. These USP features address key customer concerns and promise big benefits to potential buyers, which is something that Rosser Reeves stressed when he first developed the concept of the USP in the 1960s to advertise products like M&M candies, Anacin, Rolaids and Wonder Bread.

To be extremely effective, Reeves said USPs must be attractive, exciting, interesting and compelling enough to motivate people to buy. Today we also know that the spirit of the USP must penetrate an organization to help align it and it must be able to sustain that business for at least 5 years to be economically viable.

In this “millionaire maker” USP creation manual, Top Shape Publishing not only introduces entrepreneurs and small businessmen to a systematic way they can innovatively create persuasive USPs as effective as Fedex’s “when it absolutely, positively has to be there overnight” or Domino Pizza’s “fresh, hot pizza delivered in 30 minutes or less, guaranteed,” but gives away thousands of dollars of copywriting, sales and marketing consulting secrets that can save businesses a fortune in their efforts to attain top of the mind awareness and market share.

The contents of the new manual can be found at www.USPnichemarketing.com and author William Bodri can be contacted at 718-539-2811 for interviews.

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