Question I Just Noticed on Dan Kennedys Salespage... "Why Should I Choose to do business with you?"

[Estheriffic]

Question I Just Noticed on a Dan Kennedy Salespage:

"Why should I, your prospective customer/client/patient, choose to do business with you vs. any and every other option available to me?"

A Really Great Question to answer in your salescopy!

[Traffic-Bug]

Its the same withe very sales copy that needs to be answered.

[ryanman]

This is true...You must be able to convince the customer that you are the best option for them.

[Matt Maiden]

That's why it's important to establish your USP ( Unique Selling Position ) and know exactly what it is and it helps you target your market.

McDonalds already has a head start on the branding ( Golden Arches ) and with the little playgrounds being put on sites you would have a hard time competing for the "family friendly" angle.

Burger King decides that their USP is to " Have it Your Way " which not only implies that they are the only burger chain that lets you custom build your burger, even though they will all let you do that, but now if any other chain tries to make that claim they will come off as a copycat.

Claude Hopkins ( Scientific Advertising ) did this very thing with copy that he wrote about how a brewery made its beer describing everything that went into brewing to bottling. What he described was the basic procedure that every brewer did in making beer. The difference was that he was the first to use this info and had now claimed and owned it.

So basically what Dan is talking about is finding your USP.

Why should I buy your ebook about article writing over every other ebook about article writing out there?

Understanding your USP is a very powerful tool to selling anything.

Matt

[RevenueRabbi]

Matt- Great Post! thank you!

[JohnMcCabe]

Originally Posted by Matthew Maiden

So basically what Dan is talking about is finding your USP.

Why should I buy your ebook about article writing over every other ebook about article writing out there?

Understanding your USP is a very powerful tool to selling anything.

Matt

Matt, I saw a video where Kennedy was talking about this. From what he said, the question could (should?) be:

Why should I buy your ebook about article writing over every other ebook about article writing, every ebook about other traffic strategies or even over buying nothing at all?

You could also add why I should buy your ebook over an audio course, video set, home study course or coaching program on the same subject.

If you can find something truly unique about what you offer, you remove your product from the commodity pool. Getting out of that pool means making direct price comparisons becomes difficult and you can likely sell for a premium price.

[Martin Luxton]

This is the kind of golden nugget thread that strangely doesn't get the attention it deserves.

Oh well, back to 'Watch How I Made A Gazillion Dollars Online In Three Seconds With No Computer."

Martin

[Matt Maiden]

Originally Posted by JohnMcCabe

If you can find something truly unique about what you offer, you remove your product from the commodity pool. Getting out of that pool means making direct price comparisons becomes difficult and you can likely sell for a premium price.

John, this is what is not talked about when it comes to "niche marketing".

I'm almost getting sick of hearing it. Kind of like going to open houses and hearing more talk about the Granite counter tops.

But when you really understand the concept of targeting and what a niche is, you can make a leap in your ability to sell.

When you combine your USP with a niche within a market you can be in any competitive group and really eliminate the competition.

If I sell shoes and I see a benefit like comfort I can see if I can claim this benefit and use this as a USP "the most comfortable shoes". Then I can target a market of customers who walk a lot like nurses and police officers just to name a couple.

By using the name of the group in my advertising I can target nurses in one campaign like a Nursing Magazine and then turn around and do some other ads in a Police Beat Magazine and target police officers with the same USP.

Target marketing with my USP cuts down my competition and as you pointed out John, there are ways to eliminate them all together.

When you know how to do this, you don't have to be afraid of jumping into big markets. Just go in and start breaking them down into more manageable pieces.

[Paul Myers]

John,

Why should I buy your ebook about article writing over every other ebook about article writing, every ebook about other traffic strategies or even over buying nothing at all?

Or buying a couch for the guest room, a new snow shovel, or another bottle of single malt. Or ignoring all of this and going out for some fun.

We're not just competing with vendors of similar products. We're competing with every other option our visitors have in their lives.


Paul

[Matt Maiden]

Originally Posted by Paul Myers

J
We're not just competing with vendors of similar products. We're competing with every other option our visitors have in their lives.
Paul

Right. My first job is showing you why buying my $100 shoes is better for you than spending your $19.95 on a foot massage tub.

[Dan Sherman]

Joseph Pine on what consumers want | Video on TED.com