Let's play the game which makes you different

Because, like the majority of successful people here I don't offer packages and my business can't be replicated by a competitor. Just my opinion, USP's are cheesy and we don't need them.

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CathyAnn 11 years ago

Originally Posted by jtchaschowy

Just my opinion, USP's are cheesy and we don't need them.

I wonder why the copywriters who make millions believe USPs are important?
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Irish Intuition

11 years ago

Originally Posted by jtchaschowy

Because, like the majority of successful people here I don't offer packages and my business can't be replicated by a competitor. Just my opinion, USP's are cheesy and we don't need them.

Can't be replicated is not possible, unless you're talking about your sperm

A USP is not a tag-line. You just said you are so unique no one else does
what you do... that my friend is where your usp is. Like it or not

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ewenmack

11 years ago

Can we please leave this thread for only those who already understand
the value of a way to clearly differentiate themselves,
in which the prospects get and value.

Just like you would expect of threads which help those in cold calling, as an example,
not to have others chime in and disrupt by saying things against cold calling.

*Note:, I'm not against cold calling as some of my clients are national brands,
and one an international brand, came from cold calling.

Can I ask and get this courtesy please?

Thank you.

Best,
Ewen

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Sue Bruce

11 years ago

[QUOTE=ewenmack;7321113]Can we please leave this thread for only those who already understand
the value of a way to clearly differentiate themselves,
in which the prospects get and value.

Just like you would expect of threads which help those in cold calling, as an example,
not to have others chime in and disrupt by saying things against cold calling.

*Note:, I'm not against cold calling as some of my clients are national brands,
and one an international brand, came from cold calling.

Can I ask and get this courtesy please?

OMgosh! Ewen, no wonder you are shaking your head. Just shows that there's so called "marketers" here with no marketing background! Usually results in short term, low sales growth. OR, into porn, black hat, gambling, small monetary goals, etc.

My USP is that I have world class experts working on your account from countries world over to deliver the best results possible.

Excellent idea Ewen, for those who are ready to listen.

Sue

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ewenmack

11 years ago

Originally Posted by Sue Bruce

My USP is that I have world class experts working on your account from countries world over to delever the best results possible.

Excellent idea Ewan, for those who are ready to listen.

Sue

Thanks for being brave enough to be the first Sue!

I'll let you know how I came up with mine.

I took the lead from Domino's Pizza.

I first started with Fresh hot ads delivered ONLY to high income earners.

Then I thought about how i could follow up the answer to
the questions "which means" or "so what".

So I came up with," = higher return on your advertising".

Then I thought how I could tighten the lead "fresh hot ads"

Boiled it down to one word, RIGHT.

Because it would be my proven ads used,
not their weak ones.

See if this gives you an idea to strengthen up yours Sue.

Best,
Ewen

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Seantrepreneur

11 years ago

We own 2 other small business beside our marketing firm that have nothing to do with marketing. We use what we are selling in our own businesses.

That instantly sets up apart from any other marketing firms in our area. Also, we get a lot of publicity because we are young guys taking this area over like a boss. haha

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Mwind076

11 years ago

I'm in agreement that most of us here don't need them...they are very beneficial in HUGE companies, and products that are on shelves or have a high amount of competition. Even smaller businesses in the community could use them, but for US, in WF...not necessary.

Not once have we been passed by because we don't have a USP.

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vndnbrgj

11 years ago

Well... there are two sides to a USP.
The internal: Unique Selling Proposition
The external: Unique Strategic Position

Which are we discussing here?

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Irish Intuition 11 years ago

Originally Posted by vndnbrgj

Well... there are two sides to a USP.
The internal: Unique Selling Proposition
The external: Unique Strategic Position

Which are we discussing here?

I would assume Ewen is referring to the original USP (selling). They are relatively
the same though...
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ewenmack

11 years ago

Originally Posted by vndnbrgj

Well... there are two sides to a USP.
The internal: Unique Selling Proposition
The external: Unique Strategic Position

Which are we discussing here?

Let's rip into both, as it's all about a USP.

For those that don't know the difference between the 2,
do you want to let e'm know?

Best,
Ewen

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ewenmack

11 years ago

Another way to say what a USP is...

from a prospects point of you, if you were asked...

"Why should I do business with you
over all other options, including doing nothing"?

Can you clearly state that?

Best,
Ewen

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Jason Kanigan

11 years ago

Originally Posted by ewenmack

Another way to say what a USP is...

from a prospects point of you, if you were asked...

"Why should I do business with you
over all other options, including doing nothing"?

Can you clearly state that?

Best,
Ewen

Sure.

"If you're:

* frustrated because price keeps coming up as the #1 objection from prospects

* concerned that your revenue is up one month and down the next, like a yo-yo

* upset that you or your employees are either unwilling or unable to make prospecting calls consistently and effectively

then we should speak."

It's not what you sell, it's how you sell. These pain points differentiate me in the prospect's mind, because they realize I understand their world...the problems and symptoms of problems that they are experiencing.

One million homees will be swiping this tomorrow.

The more focused the niche I'm calling into, the more specific--especially with industry jargon--my pain points become. Then the prospects really realize that I 'get it'...I'm not another consultant trying to slap a 'one size fits all' band-aid onto them and run with the money...I must have helped someone just like them...otherwise, how would I know about the problems I just told them about. And that differentiates me and gives me instant credibility.

What makes you different is in the prospect's mind, not yours. Go there. (Not you, Ewen--you're already there.)

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ewenmack

11 years ago

Originally Posted by Jason Kanigan

The more focused the niche I'm calling into, the more specific--especially with industry jargon--my pain points become. Then the prospects really realize that I 'get it'...I'm not another consultant trying to slap a 'one size fits all' band-aid onto them and run with the money...I must have helped someone just like them...otherwise, how would I know about the problems I just told them about. And that differentiates me and gives me instant credibility.

What makes you different is in the prospect's mind, not yours. Go there. (Not you, Ewen--you're already there.)

That's a keeper for real Jason.

I've said it a number of times before on the forum,
he/she who knows more about your prospect than the other marketers, wins!

This thread should now move in the direction
of working through how to really get into the minds and hearts of our prospects.

One example of knowing my clients and ideal prospects in a previous business I owned.

I discovered the biggest frustration of these people was the previous contractor would turn up late and not do what he said he would do.

I took that problem out of the equation by guaranteeing it would never happen,
and my penalty if it ever did, I'd pay them $1,000.

I understood the pain point for them and knew about it more than other contractors.

I built and sold businesses in that market from that insight.

A Yellow pages ad I showed here for a plumber that got a terrific boost was built on knowing what people had to deal with plumbers.

It was tuning up late and not cleaning up after them.

Guaranteed not to happen and would pay $19 by memory.

That ad has been adapted for an electrician and is being placed on Craigslist.
It's bringing in an extra $30,000 per month for the sparky.

If all people did was find out what frustrations people had when dealing with existing suppliers
and clearly and overtly saying it won't happen and placing a penalty on you if it does,
it totally changes the game.

A pest removal company did just that.

It's target market was food processing plants.

They guaranteed there would be no pests found within their premises.
If the plant had to be shut down due to the pests,
it would pay out all costs for downtime.

This could soon run into 6 figures.

They had hefty insurance cover.

They owned the market with premium pricing.

Let's see how much we care about our clients by demonstrating the
pain understanding and risk removal in our markets.

Domino's Pizza delivery came about by the owner seeing the hassle mothers
had with young kids coming into his store.

Phone orders and delivery was born from his keen insight.

As they say, the rest is history.

Thanks Jason.

Best,
Ewen

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Seantrepreneur

11 years ago

I'm a little surprised by the push back on this subject. Having a USP literally just means you can articulate what makes you different than your competitors.

I don't care what business you're in or the size of your business it's a good have a USP. That is of course if you only sell on price which is not a good way to run a business. But even then your USP is you have the lowest price.

It's not something that you put in your tagline or anything like that it's just knowing what makes you different.

We've been asked a few times what makes us different than our competitors. So the idea that prospects won't ask you what your USP is, is just not true.

Think about it this way. You have a favorite bar to go to, right? Well, why is that? Is it cleaner than the others? Are the bartenders sexier than others? Whatever the reason is that's their USP.

Hope that cleared things up a little.

Sean

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vndnbrgj

11 years ago

This may help some with coming up with a USP.

There is a part 2 as well, where it is done again.

How to turn a business around in 10 minutes -...

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Claude Whitacre

11 years ago

I'm not sure this is what you want, but it's what I say.

"Have you ever lost a customer because they bought online from someone else?"
"Would you like to reverse that, and have their online buyers buy from you?"
"Then we should talk"

And I refuse to tell them more until I ask some qualifying questions.

There are two kinds of questions.
Questions you ask because you want to learn, and you don't know...

Questions you ask because you want to know the best way to help.
That's the mindset you want.

I used to have a different USP, but I read the book by Joel Bauer How to Persuade People Who Don't Want to be Persuaded: Get What You Want-Every Time!, and it straightened me out about presenting a USP. He always asks a qualifying question before he states his USP.
If you read the book, you'll know why.

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ewenmack

11 years ago

Originally Posted by Claude Whitacre

I'm not sure this is what you want, but it's what I say.

"Have you ever lost a customer because they bought online from someone else?"
"Would you like to reverse that, and have their online buyers buy from you?"
"Then we should talk"

And I refuse to tell them more until I ask some qualifying questions.

There are two kinds of questions.
Questions you ask because you want to learn, and you don't know...

Questions you ask because you want to know the best way to help.
That's the mindset you want.

I used to have a different USP, but I read the book by Joel Bauer How to Persuade People Who Don't Want to be Persuaded: Get What You Want-Every Time!, and it straightened me out about presenting a USP. He always asks a qualifying question before he states his USP.
If you read the book, you'll know why.

Brilliant Claude!

My initial thought it has a very Ben Feldman feel to it.

It likely hits a sore point and then you are controlling the
flow of questions.

I'd forgotten about Joel Bauer...
so much so I can't remember his principles.

I do know he got paid big bucks to train platform speakers in Australia to sell from the stage.

Best,
Ewen

P.S.
I can see you adapting the Ben Feldman walk out the door line too.

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Claude Whitacre

11 years ago

Originally Posted by ewenmack

Brilliant Claude!

My initial thought it has a very Ben Feldman feel to it.

It likely hits a sore point and then you are controlling the
flow of questions.

I'd forgotten about Joel Bauer...
so much so I can't remember his principles.

I do know he got paid big bucks to train platform speakers in Australia to sell from the stage.

Best,
Ewen

P.S.
I can see you adapting the Ben Feldman walk out the door line too.

Thank you. Joel Bauer is perhaps the single most dynamic speaker out there.
You simply cannot take your eyes off what he is doing. Out of his book, I got two things; How to state a USP so it really gets results, and how to use a guarantee as a heavy sales point. 80% of his book is about slight of hand magic, but 20% is really good stuff about marketing.

I wasn't at his training of speakers, but I bought the videos. A complete waste of time. He is a salesman beyond measure...but one of the worst trainers I've ever seen. Maybe 20 hours of building anticipation of some great thing he was going to teach...and never delivering. Believe me, I watched all 20 hours waiting.

And there were some big names in that audience. I watched him work from the front of a room. He closed about 80% of the room, and got the highest refund rate at the event. People were running to the back of the room, never knowing what his offer was. It was weird. I don't think anyone could duplicate it.

Anyway, about selling;
I remember telling salespeople; "You are not there to make friends, although that may happen. You are there to sell. And make no mistake, the only way they will benefit from your visit is if they buy from you, and then benefit from the purchase. If you walk out with anything else but a sale, you have wasted their time".

Claude "Atilla The Hun" Whitacre

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ewenmack 11 years ago

I'll look up that section in his book again...
thanks Atilla!

Best,
Ewen
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ewenmack

11 years ago

Originally Posted by Claude Whitacre

I wasn't at his training of speakers, but I bought the videos. A complete waste of time. He is a salesman beyond measure...but one of the worst trainers I've ever seen. Maybe 20 hours of building anticipation of some great thing he was going to teach...and never delivering. Believe me, I watched all 20 hours waiting.

The only thing I recall from his live presentation
was that he can't drive. Always has somebody do it for him.

Probably not what he wants to be remembered for.

Best,
Ewen

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Rearden

11 years ago

You need a USP so as NOT to become commoditized.

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NewParadigm

11 years ago

You need to provide value, a customer determines what that is. USP is being able to encapsulate and articulate your value efficiently.

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maricelu

11 years ago

What is the difference between a Value Porposition and a Selling Prop.?
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John Durham

11 years ago

Originally Posted by maricelu

What is the difference between a Value Porposition and a Selling Prop.?
Thanks.

I dont know , but I will tell you why Im different....

Im different because you didnt invite anybody else to come out to your office today. You expressed to me that you had a need , and you invited me here....

Im different because I already know you want to do business, and that you cant make up your mind to just get it done once and for all, because too many people are "asking you" for the sale, and you are the type that needs someone to just take control and just assume you into it, because you WANT to go there, you are just indecisive and have trouble committing to a decision, or else we wouldnt be talking like this.

Im different because Im going to stick on your energy like glue, move with your every move.... Im going to be easy to talk to, and easy to understand... and wherever you go "Yeah Im with you, I understand..."

At the end Im going to say "Here's what we need to do to get this off the ground" and you are going to write me a check.

Thats why Im different.

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Claude Whitacre 11 years ago

Ever notice that nobody asks a doctor what his/her USP is?

Nobody shops doctors. Doctors don't compete. When was the last time you got three estimates from 3 doctors before making a decision?

Doctors have Authority. If you show authority, your prospect won't even think of shopping you. I could explain the whole "Positioning thing", but the book Pitch Anything does it better, and more clearly than I could.

Have a USP? Sure, I do. And the questions I use help me get business. But putting only one bullet in your gun is silly.

Just wanted to add that.

I also want to add that Jason Kanigan's course helped me craft my questions. So there. :rolleyes:

added later; I seem to have implied that a USP isn't important. That's not my intent. A good USP will focus and amplify every other part of your business. Just like having great training will amplify every part. My point is that having a great USP doesn't mean you don't need every other thing to help your business. I'll be quiet now.
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dave147

11 years ago

Originally Posted by John Durham

I dont know , but I will tell you why Im different....

Im different because you didnt invite anybody else to come out to your office today. You expressed to me that you had a need , and you invited me here....

Im different because I already know you want to do business, and that you cant make up your mind to just get it done once and for all, because too many people are "asking you" for the sale, and you are the type that needs someone to just take control and just assume you into it, because you WANT to go there, you are just indecisive and have trouble committing to a decision, or else we wouldnt be talking like this.

Im different because Im going to stick on your energy like glue, move with your every move.... Im going to be easy to talk to, and easy to understand... and wherever you go "Yeah Im with you, I understand..."

At the end Im going to say "Here's what we need to do to get this off the ground" and you are going to write me a check.

Thats why Im different.

John,
You should use that as your company's mission statement

One of my USPs is I'll show up on your door step just to see how you're doing and ask how business is going and suggest ideas for improvement...even if you didn't become a client of mine.....this time

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