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

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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!
#main internet marketing discussion forum #dan #kennedys #noticed #question #salespage
  • This is true...You must be able to convince the customer that you are the best option for them.
  • 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
    • [ 4 ] Thanks
  • Matt- Great Post! thank you!
    • [1] reply
    • 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.
      • [ 2 ] Thanks
      • [3] replies
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