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Trying To Work Out A USP, Input Appreciated!

by payoman
19 replies
So I've been watching a ton of marketing courses and stuff lately and a big point from the masters is the 'USP' or Unique Selling Proposition.

Essentially it means deciding on a unique offer that your business deploys that is so irresistible that your prospects can't help but be intrigued and want to learn more.

Here was my idea :

*Our Online Marketing Pays For Itself Within 6 Months Or Your Money Back!*

Now, as a proposition, this is pretty damn enticing to me (from a business owner standpoint). It essentially takes ALL the risk out of going ahead with online marketing for 6 months for any business owner.

I think the key would be to QUALIFY clients for this offer, since if your clients can't close the leads/don't turn over enough to cover costs, you will be wasting time and money.

Then again, my price points are usually on the low end (I charge between $100-$400 per month for online marketing services), so that most businesses almost certainly would make at least $1500-$3000 worth of work in 6 months from online marketing.

So what do you guys think of my USP? Appealing? Risky?
#appreciated #input #usp #work
  • Profile picture of the author Jonwebb
    One of the most successful USPS of all time was:

    " fresh and hot pizza delivered in 30 mins or less or you get it free"

    That is a risky offer to say the least... And it payed off big time! Sure there where times where they had to give out a free pizza, but overall business thrived.

    I think your usp is good.

    PS charge what you are worth. Get some competors prices and charge 75% of that then show your prospects what they could be paying if they where to go to someone else.

    To your success,

    Jonathan Webb
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    "How to value a business or Website for purchase"
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  • Profile picture of the author ekalaivan
    "Assured return on investment within 6 months, or get your money back."
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  • Profile picture of the author Rus Sells
    Personally I don't see this as a USP because any one else can come up with something even better.

    I think your USP should be about how "you" as a company or consultant and how you differentiate yourself from every one else out there.

    Offering a money back guarantee isn't a USP it's just a guarantee, and that doesn't separate you from any one else who has a guarantee.

    Revlon one of the largest makeup retailers in the world didn't actually "sell" makeup, the sold hope. That's a USP.

    Try and think of it these terms.

    Originally Posted by payoman View Post

    So I've been watching a ton of marketing courses and stuff lately and a big point from the masters is the 'USP' or Unique Selling Proposition.

    Essentially it means deciding on a unique offer that your business deploys that is so irresistible that your prospects can't help but be intrigued and want to learn more.

    Here was my idea :

    *Our Online Marketing Pays For Itself Within 6 Months Or Your Money Back!*

    Now, as a proposition, this is pretty damn enticing to me (from a business owner standpoint). It essentially takes ALL the risk out of going ahead with online marketing for 6 months for any business owner.

    I think the key would be to QUALIFY clients for this offer, since if your clients can't close the leads/don't turn over enough to cover costs, you will be wasting time and money.

    Then again, my price points are usually on the low end (I charge between $100-$400 per month for online marketing services), so that most businesses almost certainly would make at least $1500-$3000 worth of work in 6 months from online marketing.

    So what do you guys think of my USP? Appealing? Risky?
    Signature
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    • Profile picture of the author iAmNameLess
      Originally Posted by Rus Sells View Post

      Revlon one of the largest makeup retailers in the world didn't actually "sell" makeup, the sold hope. That's a USP.
      Rus, you've been having some really kick ass posts and I don't think you really realize it lol. For most, they probably read that and move on without taking anything away from it but what you mentioned is truly a game changer.

      The ONLY thing that motivates people more, than fear, is hope. Why do people buy WSOs? Hope.. Why do businesses spend money on marketing at all? Hope for new business, or maybe fear of going out of business if they don't, but lets go with hope.

      Why have their been riots and protests? Maybe because of anger, but when people have had fear instilled in themselves, it is hope for something better that gives them the courage.

      We often think of sales, as selling to the business owner but not really understanding what motivates the business owner. A lot of people will say, well, we can bring in more money for the business owner, but I think that is too generic. I've been asking business owners WHY they want to bring in more money, and for the most part it isn't for selfish reasons, or to support their families... it is usually for their workers, and the families of theirs workers to have steady work and income. It is usually hope, that gets people to buy. Obviously you need to provide value in order to warrant the hope, but hope is an extremely powerful motivator.
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      • Profile picture of the author ProSeomCo
        Rus Sells & iAmNameLess - Super informative posts; keep it up.
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      • Profile picture of the author Aaron Doud
        Originally Posted by iAmNameLess View Post

        We often think of sales, as selling to the business owner but not really understanding what motivates the business owner. A lot of people will say, well, we can bring in more money for the business owner, but I think that is too generic. I've been asking business owners WHY they want to bring in more money, and for the most part it isn't for selfish reasons, or to support their families... it is usually for their workers, and the families of theirs workers to have steady work and income. It is usually hope, that gets people to buy. Obviously you need to provide value in order to warrant the hope, but hope is an extremely powerful motivator.
        I love this paragraph. There is such pure truth in the idea of figuring out what they truly want and why. "More customers" and "more money" often are not really what they want.

        They may want to provide jobs & job security per your example. (Many business owners truly did get into it to provide for a community not just a family.)

        Maybe they want to work less. (More customers would actually go against this idea, wouldn't it?)

        Maybe they want more informed and therefore easier to serve customers. (I bet a lot of the web guys could find a way to educate their customers and make this happen.)

        Maybe they own a business to be a big shot. (How many of the web/SEO guys here sell based on how much money it will bring them vs. how it can raise their stature in the community? Yes some times all they care about is their own ego. Think car ads with kids and pets in them. Marketers know those don't sell but that is what the wallet, and the ego of the wallet, want.)

        You will never know how to sell them if you never have a conversation with them and learn how to indirectly ask.

        What you provide may or may not be able to help them get where they want to go. But if you get stuck in only one pitch or script you will lose opportunities. Many of the people who say "no" would say yes if you sold to their needs vs. what you think their needs should be.

        It's one of the reasons I have never liked "scripts" or "word tracks". At least as they are presented by the vast majority of sales trainers. They teach them as "follow this and close sales". They are crutches for those who can't sell. Instead they should be seen as tools and starting points. Aka if you are in _____ situation consider this word track to help.

        Though I understand why they are used in call centers. It is a numbers game and you need to qualify people out fast to get to your ideal customers. But the unspoken truth is many of those who you qualify out are potential customers.

        For example if I was looking for a car and spent the whole time selling me on it's warranty I wouldn't care. But if you pointed out the fun drive and great radio that can connected to my iPhone I would be. Same car but in the prospects mind they might as well be two different cars.
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        Aaron Doud - Sales & Success
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      • Profile picture of the author serryjw
        I am Nameless...You are correct...I did political fundraising for 2 years. EVERYONE knew their donation was going down the toilet BUT they had to TRY with the HOPE something would change -
        ------------------
        This is a great thread. Until you learn the what makes a good USP, new business will be like climbing MT Everest ( not a bad USP!!!)

        Thanks for this post...everyone on Warrior should join in.
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    • Profile picture of the author Jonwebb
      what is your usp? If you dont mind me asking.

      yes, every consultant CAN offer a ganrantee like that but how many actually do.

      No disagreement simply trying to open a dialogue.

      Jonathan Webb

      Originally Posted by Rus Sells View Post

      Personally I don't see this as a USP because any one else can come up with something even better.

      I think your USP should be about how "you" as a company or consultant and how you differentiate yourself from every one else out there.

      Offering a money back guarantee isn't a USP it's just a guarantee, and that doesn't separate you from any one else who has a guarantee.

      Revlon one of the largest makeup retailers in the world didn't actually "sell" makeup, the sold hope. That's a USP.

      Try and think of it these terms.
      Signature
      "How to value a business or Website for purchase"
      {{ DiscussionBoard.errors[8272943].message }}
  • Profile picture of the author shawnlebrun
    I was JUST talking to one of my coaching clients today about the USP...
    and I gave him my "spin" on it.

    I used to spend HOURS trying to find my USP... to the point where it hurt my brain.

    I'd try to think what was most unique about me, my business, my products,

    But here's how I do it now.

    First, I find out what the BIGGEST, most overwhelming problem is in my market... the one thing people want to solve/achieve OVER everything else.

    Once I find that... I simply CREATE my USP to solve that.

    Of course, I also think of what is currently being done in the market... and I really try to make myself stand out and be different.

    But I no longer think about what I've DONE in order to find my USP... I think about what my market wants to DO.

    Then, I create my USP based around that.

    Most marketers, when trying to find their USP... simply think about what they've DONE... as in "past tense"

    But there's no reason you can't CREATE a NEW USP based on what you WANT to do in the FUTURE.

    In other words, think of what you WANT to do and how you WANT to be unique... and CREATE your USP.

    Invent it, based on what the market wants.

    Someone mentioned Domino's, one of the best USPs ever.

    Well, the market wanted pizza, fast. not tasty pizza... just pizza.

    Hence, Domino's USP.

    How about Walmart.

    Save money. Live Better.

    Think of the single biggest problem your market has and then invent your USP that makes you the solution to that problem.

    So... your USP can be something you're not even doing right now... but COULD do better than anyone else.

    Your USP is what makes you unique... why someone should choose you over the competition.

    so if you can't think of something... create one. Invent it based on what the market wants solved.

    It's nothing more than finding what the market wants... and positioning yourself as the solution... and also tying in something unique about you.

    Bottom line.

    What's the biggest problem in your market... and once you find it, create a unique solution that you and only you can offer...

    This has worked well for me.
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    • Profile picture of the author ewenmack
      Like Shawn said and others said about Dominoes USP,
      it was created from a problem the founder observed in his pizza joint.

      He saw frazzled mothers towing their boisterous kids in to pick up dinner.

      So the famous message was originally directed at those mothers.

      The best messages come from inside your target audiences brain,
      not from the marketer.

      The marketer is the observer of problems which are left unsolved and
      feeds back there is a way to fix the problem.

      This works best when you are going to mass scale.

      When your business model is small number of clients
      with high fees, then it's more about the personalization
      of the message to each individual.

      Best,
      Ewen
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  • Profile picture of the author DABK
    Do you have clients who hired you because someone recommended you to them?

    Find out how the recommendation was made and use that.

    In other words, if client A says to prospect A, You gotta use Payoman, he made me a website that's got me the best attorneys in town wanting to do business with me, your USP would be about you getting them the best attorneys as clients.

    I know, silly example, but it's late and you get the point.

    Originally Posted by payoman View Post

    So I've been watching a ton of marketing courses and stuff lately and a big point from the masters is the 'USP' or Unique Selling Proposition.

    Essentially it means deciding on a unique offer that your business deploys that is so irresistible that your prospects can't help but be intrigued and want to learn more.

    Here was my idea :

    *Our Online Marketing Pays For Itself Within 6 Months Or Your Money Back!*

    Now, as a proposition, this is pretty damn enticing to me (from a business owner standpoint). It essentially takes ALL the risk out of going ahead with online marketing for 6 months for any business owner.

    I think the key would be to QUALIFY clients for this offer, since if your clients can't close the leads/don't turn over enough to cover costs, you will be wasting time and money.

    Then again, my price points are usually on the low end (I charge between $100-$400 per month for online marketing services), so that most businesses almost certainly would make at least $1500-$3000 worth of work in 6 months from online marketing.

    So what do you guys think of my USP? Appealing? Risky?
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  • Profile picture of the author bizgrower
    You would need to have the financial wherewithal to make good on the guarantee.

    "Our online marketing gets the results you want."
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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    • Profile picture of the author Eddie Spangler
      Originally Posted by bizgrower View Post

      You would need to have the financial wherewithal to make good on the guarantee.
      "
      ditto, dont let your mouth write checks that your ass cant cash.

      "Make money with me or your service is free!"
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      Promise Big.
      Deliver Bigger.
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  • Profile picture of the author misterme
    Originally Posted by payoman View Post

    Here was my idea :

    *Our Online Marketing Pays For Itself Within 6 Months Or Your Money Back!*
    Taking 6 months just to break even may be reasonable, but as a USP not very motivating.
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    • Profile picture of the author ewenmack
      A hairdressing salon got invaded by $10 haircut shops.

      Instead of lowering prices it put up a sign,

      We Fix $10 Haircuts

      You could look to use a version of that if
      carnage is being left by other players in your market.

      Best,
      Ewen
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      • Profile picture of the author Rus Sells
        See, that's brilliant! Slick way of saying, you get what you pay for.


        Originally Posted by ewenmack View Post

        A hairdressing salon got invaded by $10 haircut shops.

        Instead of lowering prices it put up a sign,

        We Fix $10 Haircuts

        You could look to use a version of that if
        carnage is being left by other players in your market.

        Best,
        Ewen
        Signature
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      • Profile picture of the author serryjw
        ASK any woman that has done it!
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  • Profile picture of the author website design
    "Make at least $2000 in the next 6 months or we'll pay you $500"
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    no sig needed.
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  • Profile picture of the author asiamaria
    USP as I see it is the perception of your company in the minds of your prospects/customers.

    Ideally its built from talking to your prospects/existing customers - why do they do business with you (specifically), who else have they done business with and what did they like/dislike about them? Whats most important to them about ABC.

    Look at your top competitors and create a matrix to look out what they offer/don't offer.

    Offer something that can't be easily copied or something you are the first to create, if possible.

    USP can be based on differentation, by focus/niching down, or being price the price leader.

    Then articulate the message into a benefit driven statement that gets your prospects attention and incorporate into all of your sales and marketing processes.

    If its too easy for others copy you, build your USP around yourself. They get you - what can you offer?

    Whatever you choose to go for it has to be something that your potential client really needs/wants.

    Matt
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