Transcription
Identifying yourUNIQUESELLINGPROPOSITION
Identifying yourUNIQUESELLINGPROPOSITION
Identifying yourUNIQUE SELLINGPROPOSITION
Defining YourBrand2One of the most importantcomponents in a successfullaunch is your USP (UniqueSelling Proposition). Withouta USP, your product will fadeinto the shadows, struggleto complete and leave aneverlasting impression in theminds of your customer base.U.S.P stands for Unique Perceived Benefit and the meaningis simple - it’s the most powerful, dynamic, unique andimportant benefit of a customer using your service, orpurchasing your product.It’s the core of what makes your product different, and why someone shouldpurchase YOUR product over a competing product.In other words, it can essentially ‘make or break’ your business, and its chances forlong-term success and growth.The good news is that your product already has a USP, you simply have to identifywhat that is, and highlight it in your sales pitch and marketing campaigns so thatbecomes an instant brand of your overall brand.It all begins by evaluating your productobjectively.FREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to ShareJordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
3Start byasking yourself:How canit improvesomeone’slife?How can ithelp yourcustomer?Before you can create your USP, youneed to know your target audience.What is most important to them?What are they struggling with themost? How can you truly connect toyour target audience? What is theirgreatest challenge?The closer you know your audience, theeasier it will be to develop a USP thatmeans something to them, and whenyou do that, you are able to touch downon what they are most passionateabout, and what will generate a positiveresponse, and positive responses equalprofits!.When creating your USP, think fromyour customers perspective, so thatrather than identifying what you feel ismost important about your product, orwhat message you want your customersto know about your product, you turnit around - and instead, focus on whatthey want to know and feel is mostimportant to them.FREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to ShareWhat does itoffer that otherproducts fail toprovide?Is your producteasier to use thanother productson the market?There are many different strategies forcreating a USP for your product. DanKennedy’s method for identifying aUSP is in answering the question, “Whyshould I choose to do business withyou versus your competitor?”.The very reason why you created aproduct in the first place could hold thekey to defining your USP. Think abouthow your product is different thanothers on the marketplace, how does itadd more value? How does it address aquestion, concern or simplify a process,such as reducing a learning curve,saving your customers time or money.Your product USP is the driving forcebehind defining value and creating arecognizable brand in your market.There are businesses who have socarefully highlighted their USP that theyare able to charge DOUBLE what theircompetitors charge, and still sell outevery single time!Jordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
4One of the most well known examples of aneffective USP is Dominos Pizza. The business,struggling and close to filing bankruptcyneeded a quick turnaround. Hence, the USP,“Fresh, hot pizza delivered in 30 minutes orless or it’s free” was coined.Then there’s Burger King who, competingagainst the McDonalds franchise giant hadto stand out from the ‘pre-made fast foodservice’, and successfully did so by coining theUSP, “Have it your way” where customers areable to customize their meals based on theirpreferences. They put customers in control,and the USP was successful at helping themstand out because no one else was doing it theexact same way!Other competitors in the pizza deliverybusiness jumped on board, integratingpowerful USP’s into their marketing campaigns,including Papa John’s restaurant whose USPpromises “better ingredients, better pizza”.All of these businesses had existingcompetition yet became successful nationalfranchises that are instantly recognized intheir industry. They did this with the help of apowerful USP that made a clear promise andworked to align their brands with delivering onthat promise.Your USP will differentiate you from yourcompetition; more than any other aspect of amarketing campaign ever will, but you needto make sure your USP is not only memorable,but believable.FREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to ShareJordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
Using Federal Express as an example, their USP is “ when it absolutely, positivelyhas to be there overnight”, emphasizing their guarantee of prompt delivery service.“Absolutely, positively” reinforces that promise, adding extra punch to their USP.5You want your USP to clearly define your brand, separate you from the competitionbut it must be believable!In today’s marketplace, your business will struggle to stand out from the crowdwithout a USP to give that extra boost it needs, so that it instantly offers an addedincentive for prospects who are making the decision between purchasing yourproduct or your competitors.Take your time whendeveloping your USP.Think of ways that youcan add unique flare toyour product, how youcan use your USP todemonstrate value, toillustrate performance,and to showcase thedistinctive benefits ofyour product.Your USP should be described in a couple of sentences. You want to keep it short andto the point so that it lends “stickiness” to your campaigns and becomes quickly (andpermanently) associated to your brand.Once you have defined your USP, you want to include it in every single marketingcampaign. From newsletters, ezine advertisements, social media marketing, forummarketing, PPC advertisements, to your website itself.FREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to ShareJordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
6Creating YourUnique SellingPropositionUSPs are far more than just catchy taglines associated to yourcompany, product or brand. They are reinforcement tools thathelp you establish credibility in your market while shaping thefoundation of your business.When it comes to creating a USP for your information product, think of the differentways that you can stand out from the competition, Features &OptionsFREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to terdeliveryBetter OverallServiceJordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
7base, either through social media sites,community forums or perhaps eventhrough a newsletter, ask for theirfeedback.Offer a handful of customers a free copyof your product and let THEM evaluateit, providing important feedback basedon what they felt were the most positiveaspects of your product, as well as whatcould possibly use a bit of improvement.All of these are common components ofwhat forms a strong USP. Your objectiveis to evaluate your product, and comeup with a powerful unique sellingproposition that you can integrate intoyour marketing campaigns.The easiest way to come up with apowerful USP is to think about how youwould describe your product if askedby a complete stranger that you met ata seminar. You are given 10 minutes todescribe your product in enough detailto sell a copy right on the spot.What would you feel is mostimportant to say within a10-minute conversation?This exercise will help get your creativejuices flowing, while helping to verbalizethe benefits of your product. Call afriend or family member if you have to,and let them ask you questions aboutyour product.Not only will this help you to evaluateyour product objectively, but you canoften gain better insight as to whatquestions and concerns potentialcustomers may have based on thequestions you are asked.If you have an existing channel ofcommunication with your customerFREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to ShareMany times, your customers are thebest sources for developing your USPbecause they know your product betterthan even you do. After all, you createdit for them and you can gain a lot ofincredibly valuable information just byletting them try it out, and sharing theirthoughts and ideas as to what the mostpowerful benefit of your product is.Evaluating feedback from your customerbase will also help you to develop a USPthat carries a message that matchesyour market.For example, if you develop aninformation product USP that definesyour product as “Advanced Training forBeginners”, you’ll struggle to transferpositive branding if the majority of yourmarket have virtually no experience andare looking for a product that teachesthem the fundamentals of web designbefore considering advanced techniques.In other words, your USPmessage doesn’t match yourmarket.So, survey your market, pay attention tofeedback, and take a hands-on approachto closely monitoring the questions,concerns and problems that your marketis facing. Then, develop a USP thatspeaks directly to the core of what theyare most interested in.Jordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
8IntegratingYour USP IntoYour BusinessWhen you have evaluated your product, its competition andhave decided on a USP for your product, you need to leadyour USP by example.This means that you might have to make changes to theway you do business, or how you present your producton your sales page, within marketing campaigns and inbranding your product.If your USP is “Shortcut Success Strategies”, you want tomake sure that your product is designed to provide quickaccess to bite size information that your customer basecan instantly apply to their online business, rather thanlengthy guides or training material.Make sure your product and USP match up, in every way.If you offer extended support in your USP, or you defineyour brand by being ‘unique or exclusive’, you need tomake sure that your product offers a new perspective, aunique approach or a different way of doing something.FREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to ShareYourproductalways hasto stand upto its USPin orderfor it to besuccessful.Jordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
9USP Price PointsIf your product fails to carry a USP, the only way people will differentiate yourproduct from a competitors’ is on price, which is VERY dangerous to your business.Think about this in regards to your own buying decisions.If you were to visit your local computer shop with the intention of purchasing anexternal hard drive, knowing little about brands or features, and were presented withtwo similar products to choose from, which would you buy?In the absence of any other differentiating factor, the lowest price becomes thedeciding factor.You almost never want to compete on a price based USP, because it leaves you littlecontrol over your markets decision whether to purchase from you or a competitor.Instead, you need to develop a Unique Selling Proposition that uniquely separatesyou from other products in the marketplace, and do so in such a way that it would bedifficult for a competitor to replicate.Also keep in mind that your USP not only helps you stand apart but becomes partof your brand, so even if a competitor replicates your USP, if you’ve done your jobat associating that unique selling proposition to your product, they’ll struggle tocompete.When you’ve decided on a USP for your product, you need to begin weaving intoyour marketing message.This includes: Business Cards Business Flyers Your Sales Pages Squeeze Pages Print Advertising Social Media AdvertisingWherever you advertise or promote your business, your USP needs to become apermanent part of that marketing message. You want your customers to identifyyou by your USP, and to solidify your place in the market by leveraging your USP tobuild instant recognition.Your USP is more than just a tagline; it represents your brand and your commitmentto fulfilling on your promise. You want your USP to communicate a positive benefit,to leave an everlasting impression with your target audience, and to nurture positiveassociation to every other product you create.FREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to ShareJordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
10TheFlexibleUSPOne thing to keep in mind is that your USP can and sometimes,should, change if your market does.Of the examples we listed earlier,Dominos Pizza and Federal Express nolonger use the original USP that wasdesigned to give their businesses thatextra push in the market.business or product stand out in themarketplace, but if everyone else is usinga similar USP, it can actually hinder yourchances at building a recognized andunique brand.Why?So they changed it, and you just mighthave to as well.Eventually their competitors startedincorporating similar USP’s into theirown marketing campaigns and beforetoo long, their USP’s became ineffective.After all, a USP is designed to help yourYour USP can help turbo charge yourmarketing efforts, but always be opento changing your USP as the marketdemand shifts, or as new competitionenters the arena.FREE Business eBooks, Reports, Toolkits & More!Visit Our Resource Library TodayCLICK HEREClick to ShareJordan Hunter Digital MarketingPhone: 1 (800) 507-9005 info@jhdmarketing.com www.JHDMarketing.com
About UsJordan Hunter Digital Marketing (formerly SyeWells.com Digital Marketing)was established as a website development company back in 2009 by companyfounders Sye & Marcus Wells. Although the digital marketing industry continuesto expand; our core service continues to be custom website developmentwhich goes well beyond simple website design. Our clients enjoy the personalattention they receive through real live communication, not just email. We workwith you side-by-side to capture the true essence of your business brand.Your website is often the first and maybe only opportunity your business hasto convince a potential customer to do business with you and we take thatseriously. We take great pride in the outstanding websites and other digitalproducts we have developed for our customers over the years; however werecognize that service is our real business.Sye WellsCo-FounderMarcus WellsCo-FounderSye has mastered the art of humanrelationship and she has pages of clients whowould agree. In addition to holding a degreein psychology, she spent many years learningand working in the hospitality industry withone of the most exclusive hotel chains in theworld. Her prior teaching and real worldexperiences have set the base foundation forher own company today.Marcus is a former corporate analysis fromthe Mortgage banking industry, he is alsoa certified project manager who developssystems to streamline business operations.Using his prior job experience in addition toLean Six Sigma business training his focus ison continuous business improvements andproducing a greater customer experience.We’re here to help. Whether it’s a consultation or an entire websitedevelopment project, Jordan Hunter Digital Marketing can help you achievethe results you need.Visit us at: www.jhdmarketing.com to explore the many ways we can help.Toll-free anywhere in North America: 1-800-507-9005Email: info@jhdmarketing.comWe Offer Full Website SEO Diagnostic ReportsImprove Your Website, Rank Higher, Identify Flaws, Increase Speed, Competitor Analysis!Learn More
Company InformationJordan Hunter Digital Marketing LLC45 E City Line Ave Ste 447Bala Cynwyd, PA 19004How To Contact UsEmail: info@jhdmarketing.comPhone: 1.800.507.9005DISCLAIMER: Any trademarks, service marks, product names or named features areassumed to be property of their respective owners, and are used only for reference.There is no implied endorsement if we use one of these terms. This information isprovided "as is". The author, publishers and marketers of this information disclaimany loss or liability, either directly or indirectly, as a consequence of applyingthe information presented herein, or in regard to the use and application of saidinformation.All rights reserved. No part of this document or the related files may be reproducedor transmitted in any form, by any means (electronic, photocopying, recording, orotherwise) without the prior written permission of the author.
Selling Proposition). Without a USP, your product will fade into the shadows, struggle to complete and leave an everlasting impression in the minds of your customer base. U.S.P stands for Unique Perceived Benefit and the meaning is simple - it’s the most powerful, dynamic, unique a
