[phil.wheatley]

Originally Posted by AP

Those aren't the words my ex-wife used.

AP - Absoluely Perfect?

[Vagabond 007]

Just going through some of my files. Came across something I thought I'd share.

After reading a bunch of posts, seems some of you are not clear on the USP thing. Suggestions made were weak, some very weak. Not what you want to hear I'm sure, but no sense in beating around the bush and telling you what you want to hear instead of what you need to hear.

USP needs to tell people WHY they should do business with you and not your competitor. Low price isn't enough. Good quality isn't enough. Good service isn't enough. Boring, boring, and boring.

ANYONE can say those things. Which means you are just like everyone else. Which means you are seen as a commodity. Which means you aren't getting premium fees.

Here is what I came across in my files that I wanted to share. I recently wrote it down because I heard Dan Kennedy say it in one of his audio programs I was recently listening to. It's his USP. Obviously do NOT steal it and use it word for word. But it is a great starting point. A USP swipe, if you will.

"I devise direct marketing strategies for all types and sizes of businesses that eliminate all the fat and waste in their advertising and increase the productivity of their sales people by at least 1000% guaranteed."

[Vagabond 007]

Here is a great article on list selection. It's by Gary Halbert...one of greatest marketers/copywriters to have ever lived.

[Vagabond 007]

Awhile back there was talk about business cards. Watch this video by Joel Bauer.

Hilarious!!!!

Your Business Card Is Crap

[Venturetothetop]

Originally Posted by reilly3000

For example, a couple of years ago I got a mailer from a realtor that included a nice list formated note pad. Very handy. Used the whole thing up, had his name in my house for a year. When I went house shopping, did I call him? NO. I called the lady from Zip Realty that send me e-mails with new homes in my target market and price range each week, and called every other month.

And moral of the story here??

If you giving away promotional items, you should also be contacting them via email too... (not simply sending a promotional item and hoping for an eventual sale)

So, if your client is sending out promotional items but is unhappy with the result, you can easily fix their problem by using the free gift to obtain first contact, but using that experience to keep in contact with them...

Simple, yet I bet a lot of businesses are making that mistake. Heck, Im even going to start calling any company I see promoting themselves on products and tell them I can improve their business, they obvously have spare money to spend..
(more tips later, now I have to massage my ego by seeing a client)

[phil.wheatley]

Originally Posted by Vagabond 007

Just going through some of my files. Came across something I thought I'd share.

"I devise direct marketing strategies for all types and sizes of businesses that eliminate all the fat and waste in their advertising and increase the productivity of their sales people by at least 1000% guaranteed."

Great post - Thanks.

See, the way I see it, the best USPs in my mind are the ones where it is a complet NO brainer for the client. There is one that I saw for a PPC/converstions company where they said "if we don't increase your conversions by 30%, you pay nothing"

Hard to compete with that, but the problem is, are you then on shaky ground becasue you are promising specific results???

Damn, I wonder what AP's USP is ;-) The thing is, once you are really good at this, then you can make a killer USP based on your previous results, the problem I have right now is not 100% knowing that I really can increase theor revenue enough to include that in a USP.

Thanks for the hapbert file, he is THE MAN! I'll read that now after posting this!

Thanks
Phil

[Vagabond 007]

Originally Posted by phil.wheatley

Great post - Thanks.

See, the way I see it, the best USPs in my mind are the ones where it is a complet NO brainer for the client. There is one that I saw for a PPC/converstions company where they said "if we don't increase your conversions by 30%, you pay nothing"

Exactly. Which is why I said the suggested USP's posted in this thread are weak. You need something so persuasive that the person reading it will get their lazy a$$ off the couch, go to your store/site, and then pull out their credit card and give you freakin money!!

And saying "we have the best products at the lowest prices" is not going to do that.

You gave a great example of the PPC company USP. That is perfect. Here is exactly what's going to happen, if it doesn't, you don't pay for it. Can't get much better.

One of my favorite's is Domino's. Another great USP.

Originally Posted by phil.wheatley

Thanks for the hapbert file, he is THE MAN! I'll read that now after posting this!

Here is a goldmine of his stuff.

Gary Halbert Letters

[Hail-To-The-Redskins]

I've just finished filming my dvd based on Vagabond 007's WSO that I bought (thanks again by the way!) and I've put my neck on the block too.

In one of the sections I mention the effectiveness of USPs to differentiate yourself from your competition and I quote them my "new" USP - (well, never really had one ) which is:

Once my strategies have been properly implemented, if you fail to increase your profits you can ask for your money back!

Obviously I've left myself a little room for negotiation by using "properly implemented !

Cheers

Simon

[Hail-To-The-Redskins]

Originally Posted by Vagabond 007

Awhile back there was talk about business cards. Watch this video by Joel Bauer.

Hilarious!!!!

Absolutely brilliant!

I've been a member of Andrew Cavanaugh's forum for 6 months now and he has a theory about business cards, because you see so many people procrastinating going out there and getting business because they need business cards, so what colour, what design, what do I call myself - oh and I need stationery, and this and that - WHY??

As we've established, positioning is very important, but ACTION is too.

Andrew believes that the most important business cards are those of the business owners you meet - he's never had one for all the years he's been helping businesses.

Great find Vagabond007

Simon

[Vagabond 007]

I know for a fact, got a bunch of emails/PM's, that some of you are having issues with using direct mail. More specifically, what to send.

While I am not going to give you a copy and paste template, I have attached a WORD file. Something I came across in my files, not sure where I got it from. It's 4 pages. Page 1 is a sample letter that can be sent as a follow up after sending out a free report.

Pages 2-4 are Dunning style letters.

They are not for consulting. But that's not the point. Use it to help you get started on your own.

Btw, there is a white empty space to the left of the headlines because you insert a picture there. A picture with a dog works good. Or a kid. Or a woman. Or you running out of a burning building carrying a baby in one hand, holding onto the hand of a woman with your other, and a dog in tow.

[Vagabond 007]

Originally Posted by Hail-To-The-Redskins

Absolutely brilliant!

I've been a member of Andrew Cavanaugh's forum for 6 months now and he has a theory about business cards, because you see so many people procrastinating going out there and getting business because they need business cards, so what colour, what design, what do I call myself - oh and I need stationery, and this and that - WHY??

As we've established, positioning is very important, but ACTION is too.

Andrew believes that the most important business cards are those of the business owners you meet - he's never had one for all the years he's been helping businesses.

Great find Vagabond007

Simon

Eben Pagan talked about that in his Get Altitude course. I've mentioned it here and there. People spend so much time "playing business" instead of doing business. Actually, I think I started a thread about this on here like 2 months ago and it was deleted.

I think business cards are stupid. I don't even really want the cards of business owners I meet. I'm not going to call them, so what's the point?

If you do have a card, do NOT make it like everyone else's. What a gigantic waste! Have a clear call to action on it. Your USP. Obviously contact info. Free recorded message number. Use the backside, list benefits. None of that Name, title, phone number crap.

[Vagabond 007]

Attached is a very interesting story. I read it online back in November. Saved it into a WORD doc.

It's about Subway and how that stupid $5 foot long craze has helped them dramatically. Gosh I hate that song!!

I'm sharing it because it's a great example of how something so simple can dramatically alter a business for the better. Turns out, it started because one store sold the foot longs for a $1 less on Sunday's and it always had lines out the door.

People are so weird. They go through so much trouble to save so little money. I just read on another forum about people waiting outside in the pouring rain to get their free breakfast from Denny's the other day. Screw that! I'd pay more money so I didn't have to deal with crap like that.

Speaking of, quick story. I ordered a painted bumper online the other day for my car. I asked how long it will take to ship out. She said 5 to 20 days. Why the huge window, I don't know. But I asked if I could pay money to have it rushed. She said they don't offer that. HELLO!! I just voluntarily offered to GIVE you more money and you turned it down. Hmm, perhaps they will be getting a direct mail piece soon.

Anywho, read the attached article. It's pretty interesting.

[Vagabond 007]

Attached is a quick report I wrote last year. Nothing too crazy. Just talks about traditional advertising (YP, coupon magazines, radio, TV, etc.) and why it's a waste.

Feel free to use it however you want. Edit it to have your name and contact info.

Just something to add to your toolbox.

[Vagabond 007]

Stop monkeying around.

Quick story on how monkeys are so stubborn that they won't just let go to save their life. Obviously I am using the [true] story as a metaphor. What are you holding onto that is stopping you from success?

Surely by now, this thread has opened up a whole new world to some of you. Things you once thought were impossible are now....possible. But I'm sure they may be at least one thing holding you back from having the success you want. Maybe it's as simple as letting go of it....


Monkey Business...

There is a certain group of hunters that use a monkey’s stubbornness to kill them very easily. What the hunter does is cut a small hole in a tree, then hollows out the center of the tree a little bigger than the hole. Then they place a nut inside this hole.

What happens is, a monkey walks up and grabs a hold of the nut inside the hollowed out tree. But now the monkey can’t fit his hand back out of the hole. So the monkey sits there for a little bit trying to pull its hand out of the hole with no luck. Meanwhile, the hunter just walks right up and kills the monkey.

All the monkey had to do was LET GO to save its own life. But it wouldn’t even do that.


Don't be like those monkeys. Let go, it may just save your life.

[DogScout]

Joel Bauer in my opinion is a very well positioned entertainer. He got his noteriety with 'Your card is crap', but the fact is, his is.

It doesn't fit in a pocket or a Rolodex. If it makes it back to the client's office at all it ends up in the back of a drawer somewhere. Plus (saw him on an MTV show) he is way too proud that when opened, his head pops up like a mini erection. (his quote). There is a lesson here, be outrageous enough to stand out, but not so outrageous as to be useless or counter productive.

When sending post cards 3½ x 6 over sized get noticed. Business cards with pop ups are novelties that get thrown away. (IMO) Yes you want to stand out, but not so much that you end up ignored or considered a fool.

[Russ Reynolds]

Regarding USP's..

There has already been some good info here
but I will add my 2 cents...

Your USP (or your clients) should raise the bar
for the entire industry (at least locally).

Take Domino's as Gene pointed out.

There USP was something like 'great pizza
delivered in 30 minutes or it's free'.

That was a great USP - then. Now it sucks.
Why? It raised the bar and now everybody
does it. There is no more 'U' in USP there.

How about a local example....

I read once where a clothing store had a
huge selection of coats and jackets - more
than everybody else in town.

So...was the USP 'great service, great
selection'? No - that wouldn't raise
the bar.

The USP was...

'The biggest and best selection of
outerwear in town - 278 styles to
choose from'.

Where would you go if you wanted
a new coat? Where there were 278
styles to choose from.

Where would you go if you want the
cheapest coat - Walmart.

See - the USP has nothing to do with
being the cheapest - those tirekickers
can go to Walmart.

This raises the bar for every other outer
wear retailer in town and guess what?

The USP is a moving target - as the
competition catches up then the client
will have to create a new USP.
Guess who they go to to get that done?

So...

You need to find a USP that is:

-true
-compelling
-specific (use numbers)
-meaningful to the prospects

That is how you develop a USP
that drives business to the
client.

Hint - talk to your client's best
customers about why they keep
coming back...

[phil.wheatley]

Originally Posted by Hail-To-The-Redskins

I've just finished filming my dvd based on Vagabond 007's WSO that I bought (thanks again by the way!) and I've put my neck on the block too.


Once my strategies have been properly implemented, if you fail to increase your profits you can ask for your money back!

Simon

Would that be better to say "you can have your money back" rather than "ask" otherwise it sounds like they can ask, but they may not get...or is that the idea ;-)

Phil

[Venturetothetop]

Originally Posted by Dexx

I may have been the first poster of this thread but you definitely OWN this thread Sir!

Well I have to say, even though I came along late to this thread (and have hopefully contributed something useful) I can still see, even 4 months after this thread started that you guys deserve a special mention.

Dexx, you seem to be guy who has his head screwed on. I like the way you are welcome to learn more, where ever it may come from.

AP, you really do own this thread... The experience shows.

Im glad I have so much in common with you guys, and I've very happy to have found this thread.

In the spirit of this thread, I'll agree to contribute some of my personal guarded material, which I will post sometime next week.

With my experience in corporate freelancing and productiviy, and your both combined in Sole trader freelancing along with your guides, we could write a killer book... who knows...

Here's to 2010, the year I break 7 figures consulting.

[phil.wheatley]

Originally Posted by Russ Reynolds

Regarding USP's..

Your USP (or your clients) should raise the bar
for the entire industry (at least locally).

I wonder if you could make a career out of just creating killer USP's for companies, and nothing else????

Phil

[Russ Reynolds]

Originally Posted by phil.wheatley

I wonder if you could make a career out of just creating killer USP's for companies, and nothing else????

Phil

Absolutely you could. No doubt about it.

[DogScout]

An USP does not have to have 'guaranteed' or 'or you pay nothing' at the end to be effective. In fact after Dominios, everyone used those words. Look at USPs and maybe 1 in 10 effective ones use them. Fed ex 'when it absolutely, positively needs to be there overnight.'
The guarantee is implied, not stated. After Dominios there was such a rash of guarantees that having an USP with one is next to meaningless. (much better to convey guarantee by implication or in person).
Be different, be noticed for what is wanted. No one really wants a guarantee these days, they want results. To me, if a USP says I get my money back WHEN they don't deliver on their promise, I am not interested. I don't want my money back, I want what I bought! To me, a guarnantee implies I need one! (Not to say you shouldn't have one, just that it be down played so that the customer feels they will never have to use it.) As I see it.

[Sebulba]

I have thought the same thing considering the non-existence of good ones I have seen.

USP talk here made me dig out my old DK Magnetic Marketing Stuff and get back to basics. USP Being one of them

Thanks

Seb

[Rabs1979]

Originally Posted by AP

Yes, on your "About Us" page.

~AP



Each state is different. But in my state you can do a search at the Sec of State online and they will list the Date of Incorporation, the Owners names, usually the Registered Attorney, etc.. it verifys you are who you say you are.

~AP



The Big money is always Business Consultant. Not that there is anything wrong with Internet consultant. You won't get as much respect, referrals, or money as an "Internet guy."

I talk extensively about the power of the Internet with all my clients. They have NO doubt I know about every aspect of IM.

But I always Position myself as a Business Consultant.

Books are mostly Business, but I am completing one now about the Power of the Internet for Small Businesses.

I can tell you what my clients tell me. Oh, he's just some IM guy bugging me. He's calling me about some PPC crap. Some guy called me telling me He could get me #1 on Google. Business owners really don't like IM people, really! They don't understand the Internet. They feel like you're selling them a commodity.

I've actually been in their office when IM people call. It's very funny listening to their pitch.

My clients treat me like they do their attorney, with RESPECT. Not too many owners feel that way about IM people. My clients think that the Internet is just Part of what I do, and they know I do it well. I would personally be embarrassed if they called me their IM guy.

~AP

For someone starting out and offering mainly IM services first, how do you advise the transition to "Business Consultant"? Should we start off as Online Marketing Consultants and then after some successful clients rebrand as Business Consultant?

You advised to start off with whatever we know and build on that - so just wondering how to market the basic services while still not being considered a commodity?

[Rabs1979]

Do you think it matters if your domain has "online" or "marketing" or "business" in its name? The website I have used for ages is xyzinc.com - I want to continue to use it as my main website (just change the layout around) because of the age and it shows that I am not just a brand new run of the mill business and have been incorporated for several years. Do you think it should be fine or should I have a new website with these key terms in the domain name?

[seobro]

Storage facilities. Sadly, many people have lost their homes due to a foreclosure and need a place to store their personal belongings in a secure area. There are many self storage places now. Climate controlled self storage yields you a monthly income. My biggest problem is getting people to pay. Although most renters have jobs, many have been forced to work for reduced wages. There are many hardship cases.

[Ron Lafuddy]

Originally Posted by phil.wheatley

I wonder if you could make a career out of just creating killer USP's for companies, and nothing else????

Phil

Phil,

I remember reading many years ago about an advertising guy who marketed slogans.
He would come up with something, go knock on the door of the company whose
product matched his idea and give his pitch.

If they liked it. They'd pay him for it.

He'd had several winners.

In the article, he gave an example of a winner he'd had.

It was for the Lucky Strike cigarettes. He went there to make his pitch. He told them
upfront, "if you like it, it will cost you $25,000." They agreed.

He then said, "be happy, go Lucky.”

They paid him $25K. This happened back in the 50's or 60's I believe, when $25K was
worth at least 10 times what it is today.

Ron

[jacquic]

Originally Posted by Rabeeha Khan

Do you think it matters if your domain has "online" or "marketing" or "business" in its name? ... Do you think it should be fine or should I have a new website with these key terms in the domain name?

Our main business website name gives no clue to what it's about, though it's known well enough by local and some national businesses. When I thought of the name and got the domain I was a copywriter and ghostwriter and had no SEO nous. In a way that worked because we have expanded our remit without having to change the name.

In the spirit of SEO, we've just bagged a few more key-rich domain names and are building sites which will emphasise different bits of it. Somewhere on the sites we will say they are part of our company. We will see how it works - it's a cheap enough test.

Jacqui