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Anyone know where I can get a USP written?

by Steve Foulds
8 replies
Short version: anyone know where I get some help writing my Unique Selling Proposition? I havent tried eLance yet but thats my next stop

Long version: I attended a seminar not long ago & they upsold a mentorship. Whilst it is a very good mentorship, due to various cirumstances I could not commit financially - however they offered 2 free coaching sessions to me to try get me on board, the 2nd gave me a series of Qs to ask my clients to define my USP. I created a survey & got their responses but i'm really struggling to define it. I'm all for outsourcing & i'm looking for someone smarter than me with marketing experience to give me some examples I can use or build upon
#unique selling #usp #written
  • Profile picture of the author ewenmack
    Hi Steve,

    I'm not sure what your mentor or you define as a USP.

    My view, is that a business IS the USP.

    Therefore, unless the owner is prepared to totally re-invent
    the business, it becomes nothing more than a slogan...

    and have little impact on the bottom line.

    Fedex: when it absolutely positively has to get there overnight

    Dominoes: fresh hot pizza within 30 minutes or it's free

    Both those companies DNA revolved around the amount of time it
    would take to deliver.

    To do that their locations had to be spot on.

    It's not something a consultant can come in,
    ask a few questions and then come back
    with a magic sentence and expect the business to re-invent itself.

    It aint gonna happen, in the bricks and mortar world.

    To have your clients go into fast profit through your involvement,
    give them strategies to make it happen, because
    they will be impressed and you justify yourself for
    continued involvement and referrals.

    Best,
    Ewen
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  • Profile picture of the author Steve Foulds
    Thanks mate - I'm a personal trainer, referrals already make up 50% of my marketing budget & I collect testimonials regularly & use them in ALL our material (footers of letterheads, website banner, buisness cards etc.)

    I understand what you're saying, I guess im just looking for words that will make a person walk in my door, not the trainer next door
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    • Profile picture of the author ewenmack
      Originally Posted by Steve Foulds View Post

      Thanks mate -
      I understand what you're saying, I guess im just looking for words that will make a person walk in my door, not the trainer next door
      Steve,

      I thought you were coming from the point of where
      you are consulting other business owners, not for your gym.

      My mistake.

      In front of me I have a gym OFFER that got a whopping 31% sign up rate.

      It was for a FREE 7 day gym membership
      ..............a FREE Personal training session

      It was all about the offer, no USP to be seen.

      The gym had a marketing and business growth expert working for them.

      They are getting the people in the door and then have systems
      in place to keep them coming back at full price.

      A classic case of the RIGHT OFFER to the RIGHT PEOPLE
      trumping a USP.

      Best,
      Ewen
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  • Profile picture of the author Steve Foulds
    Good point Ewen

    Rhinocl - the prob is I can give you a lot of great reasons to walk in my door, but I cant get it down to 5-7 words, haha! The thing with USPs is not about me, but many of my clients come to for my knowledge - I've just doubled my free sessions (to 2) to get people in the door & have a $100 + money back guarantee($100 back on top of your training fee's)
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  • Profile picture of the author Steve Foulds
    I'm also struggling to separate a tagline from the USP - our tagline current reads "Superior Fitness Professionals" but i'm considering changing it to "Knowledge+intensity=results" but again, that doesnt help define our USP
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    • Profile picture of the author ewenmack
      Steve,

      I think you are placing to much emphasis on your USP.

      If you use proven offers that bring in paying clients while giving you a very high return on your dollars spent...that have NO USP, why wouldn't you just concentrate on that area?

      The offer that I mentioned earlier on, which got a unheard of 31% response,
      had this headline...

      ------------------------------------------------------------------
      Only 55 Days Till Summer
      Start Looking Great At The Beach Within The Next 7 Days With Your...
      -------------------------------------------------------------------

      In the Postcard was an image of a bronzed man and women holding hands
      smiling at the beach.

      There are other design and call to action elements for it.

      I see no reason for moving away from proven ads and mailers.

      Best,
      Ewen
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  • Profile picture of the author Steve Foulds
    Thanks for the insights
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