How to define USP

Bigtree · 12-05-2009, 02:27 AM

I understand that John Carlton pays a lot of attention to defining your USP as a first step in copywriting.

What are the best free resources (or book) dealing with USP.

Many thanks

BT

Loren Woirhaye · 12-05-2009, 07:32 AM

"Scientific Advertising" by Claude Hopkins. It's old and in
the public domain, and was written before the term USP
was coined in the 1940s by Rosser Reeves, but it deals
with the fundamentals of how to look for and develop a
competitive advantage in marketing.

Rick Johansson · 12-05-2009, 08:07 AM

Another good free resource is the "10 Commandments of Power Positioning" by Michel Fortin. I read this 5 years ago and still refer to it on occasion. You can google it up...it covers how to make your product/service unique.

Rick

Tina Williams · 12-05-2009, 08:48 AM

There are so many great resources out there for defining your USP. John Carlton definitely has some of the best. As an Offline Consultant, I also ask this question of my clients and help them answer it with some of these questions:

1. What are the benefits of your business?
2. Who is your target audience/market?
3. How do you solve the problem your target audience has?
4. What makes your solution more unique than the next guys?
5. Why would I choose you over the next guy?

Then we break down their business into niches and repeat the process. I hope this helps!

Have a great day!

Tina
Tina Williams (Tina_Williams) on Twitter

superaffiliate007 · 12-05-2009, 08:49 AM

Be unique, give more bonuses and special price for a limited numbers of customers. And don't forget to mention your product benefit and don't forget to say thanks for me

Hope this helps

Alex Cohen · 12-05-2009, 10:33 AM

Quote:

Originally Posted by Bigtree

I understand that John Carlton pays a lot of attention to defining your USP as a first step in copywriting.

What are the best free resources (or book) dealing with USP.

Many thanks

BT

Here's the best article I've seen on the subject:

Jay Abraham: How To Create A Unique Selling Proposition

Alex

Rick Johansson · 12-05-2009, 10:43 AM

Alex,

Thanks for the awesome Jay Abraham article...never came across it before.

Rick

Daniel Scott · 12-06-2009, 05:02 PM

Vin gave me the definition that works best for me...

"What do you have that no one else has."

Simplified, perhaps... and I definitely encourage you to check out the resources cited in this thread...

But when I think about USPs that's the line that comes to me.

-Dan

Alex Cohen · 12-06-2009, 06:53 PM

Another way to describe it is, "unique buying advantage". Truth is, if the buyer's not interested in your product or service, doesn't matter how unique it is.

Alex

Bigtree · 12-09-2009, 01:45 AM

Thanks everyone, thats been really helpful.

The JA piece is particularly interesting.

BT

netwiseprofits · 12-09-2009, 09:26 PM

Read Make Your Words Sell by Joe Robson and Ken Evoy. It talks in great detail about USP and also how to discover your USP. Here's a direct link, just scroll down the page and download the book it's free Make Your Words Sell!

12-05-2009, 02:27 AM	#1
Bigtree Warrior Member Join Date: Nov 2009 Posts: 15 Thanks: 0 Thanked 0 Times in 0 Posts	How to define USP I understand that John Carlton pays a lot of attention to defining your USP as a first step in copywriting. What are the best free resources (or book) dealing with USP. Many thanks BT

12-05-2009, 07:32 AM	#2
Loren Woirhaye Who'm I kidding? War Room Member Join Date: May 2006 Location: Easthampton, Massachusetts Posts: 4,554 Blog Entries: 15 Thanks: 118 Thanked 921 Times in 659 Posts Social Networking Contact Info	Re: How to define USP "Scientific Advertising" by Claude Hopkins. It's old and in the public domain, and was written before the term USP was coined in the 1940s by Rosser Reeves, but it deals with the fundamentals of how to look for and develop a competitive advantage in marketing.
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12-05-2009, 08:07 AM	#3
Rick Johansson Expert of HONEST Income War Room Member Join Date: Mar 2008 Location: USA Posts: 144 Blog Entries: 1 Thanks: 33 Thanked 21 Times in 17 Posts Social Networking Contact Info	Re: How to define USP Another good free resource is the "10 Commandments of Power Positioning" by Michel Fortin. I read this 5 years ago and still refer to it on occasion. You can google it up...it covers how to make your product/service unique. Rick

12-05-2009, 08:48 AM	#4
Tina Williams KLT Coach War Room Member Join Date: Apr 2008 Location: Sunny Florida, USA. Posts: 348 Thanks: 186 Thanked 160 Times in 110 Posts Social Networking Contact Info	Re: How to define USP There are so many great resources out there for defining your USP. John Carlton definitely has some of the best. As an Offline Consultant, I also ask this question of my clients and help them answer it with some of these questions: 1. What are the benefits of your business? 2. Who is your target audience/market? 3. How do you solve the problem your target audience has? 4. What makes your solution more unique than the next guys? 5. Why would I choose you over the next guy? Then we break down their business into niches and repeat the process. I hope this helps! Have a great day! Tina Tina Williams (Tina_Williams) on Twitter
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12-05-2009, 08:49 AM	#5
superaffiliate007 Active Warrior War Room Member Join Date: Nov 2009 Location: Indonesia Posts: 42 Thanks: 0 Thanked 11 Times in 8 Posts	Re: How to define USP Be unique, give more bonuses and special price for a limited numbers of customers. And don't forget to mention your product benefit and don't forget to say thanks for me Hope this helps

12-05-2009, 10:43 AM	#7
Rick Johansson Expert of HONEST Income War Room Member Join Date: Mar 2008 Location: USA Posts: 144 Blog Entries: 1 Thanks: 33 Thanked 21 Times in 17 Posts Social Networking Contact Info	Re: How to define USP Alex, Thanks for the awesome Jay Abraham article...never came across it before. Rick

12-06-2009, 05:02 PM	#8
Daniel Scott The Cake Is A Lie War Room Member Join Date: Oct 2004 Location: Mackay, QLD, Australia Posts: 2,199 Thanks: 298 Thanked 683 Times in 390 Posts Contact Info	Re: How to define USP Vin gave me the definition that works best for me... "What do you have that no one else has." Simplified, perhaps... and I definitely encourage you to check out the resources cited in this thread... But when I think about USPs that's the line that comes to me. -Dan
	Do You Want YOUR Next Launch to Pull in $164 249.59 of PURE PROFIT in just one week? Click here to discover how I can make it happen...

12-06-2009, 06:53 PM	#9
Alex Cohen Copy Champion War Room Member Join Date: Nov 2007 Location: Pennsylvania Posts: 1,001 Thanks: 45 Thanked 501 Times in 304 Posts Contact Info	Re: How to define USP Another way to describe it is, "unique buying advantage". Truth is, if the buyer's not interested in your product or service, doesn't matter how unique it is. Alex

12-09-2009, 01:45 AM	#10
Bigtree Warrior Member Join Date: Nov 2009 Posts: 15 Thanks: 0 Thanked 0 Times in 0 Posts	Re: How to define USP Thanks everyone, thats been really helpful. The JA piece is particularly interesting. BT

12-09-2009, 09:26 PM	#11
netwiseprofits Just Trying To Help War Room Member Join Date: Apr 2009 Location: Canada Posts: 85 Thanks: 11 Thanked 7 Times in 7 Posts	Re: How to define USP Read Make Your Words Sell by Joe Robson and Ken Evoy. It talks in great detail about USP and also how to discover your USP. Here's a direct link, just scroll down the page and download the book it's free Make Your Words Sell!
	Cheers, Leo Emery Last edited by netwiseprofits; 12-09-2009 at 09:28 PM. Reason: missing info