Don’t Spend Even One More Penny
On Advertising or Marketing Until
You Read This Brief Message…
What is your Unique Selling Proposition (or USP)?
This newsletter is for the owner of a local business, selling just about any product or service, and most likely serving a local market – such as a landscaper, home repair, HVAC service, restaurant, grocer or market, or other local shopping or service business.
Or, maybe you’re a private practice professional, like a chiropractor, dentist, attorney, or real estate agent…
Regardless of your product or service, nothing, and I do mean NOTHING, can have as dramatic and as positive an impact on your prosperity as acting on the information you’re about to read.
This simple newsletter could SAVE you thousands of dollars, and could even MAKE you hundreds of thousands of dollars or even MILLIONS of dollars over time.
I’m dead serious.
And all you have to do is answer this one question:
Why should a customer buy your product or service,
instead of buying it from anybody else that sells similar stuff?
There are several simple actions that separate “ordinary” businesses from extraordinary businesses that make their owners LOTS of money.
And we’ll cover all of them in future newsletters.
But none of them are as important and critical as answering this ONE question.
ALL of your advertising and marketing should spring forth from this one key element.
The answer to this question is called your Unique Selling Proposition (or USP).
Your USP is what separates YOU from all of your competitors.
In fact, I’ll go so far as to say, if you have a strong USP,
you will NOT even have any “competitors”.
You will OWN your market.
Can you even imagine how awesome that would be?
Domino’s was an “ordinary” pizza joint…
Then they created their USP – “hot pizza, delivered in 30 minutes or less, or it’s free.”
To say Domino’s became extraordinary with their USP would be the understatement of the century.
While all the other pizza places were shouting, “We’ve got the best pizza” or “We’ve got the lowest price pizza”, and going nowhere is a red sea of competition…
Domino’s was totally dominating the pizza INDUSTRY because they had no competition!
Subway changed their positioning from just another fast food place out of thousands of choices, to a weight loss program for goodness sake.
If they can convince people that a foot-long loaf of bread with processed lunch meat and a few vegetables is a weight-loss food, YOU can surely re-position YOUR business.
3-Day Blinds. Same-Day Dentures. One-Hour Eyeglasses. X-product for Bass Fishermen. “We’re number 2. We try harder.”
“The point of a USP is to take an ordinary business and find a way
to position it so it is extraordinary and of exceptional interest to somebody.”
Don’t compete head to head with everyone else in your market.
Become the “only one” in your market that promises something different.
When you present a new opportunity, a new product or service, you don’t have to compete on price, because you have no competition.
When you’re a market of ONE, like Domino’s, you make the rules (and the prices).
STOP trying to make existing things that aren’t working get better.
Change the rules.
Focus on a fresh, exciting, NEW business idea that will inspire your customers to follow YOU and YOUR business and not the other soon to be has-beens.
Here’s a tip:
Identify what advantage or result your clients/customers want the most.
You don’t have to change your product or service; you just have to position your product or service as having a unique benefit they’re not getting from your competitors.
You can do this.
There IS a USP with your name on it.
You just have to find it.
Baton Rouge, Louisiana
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