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Create Your Own Unique Selling Proposition
Y ou know what your market wants, how you can satisfy their wants with your product and how your
competition can spoil your plans. The next step is to develop a reason why your market should do
business with you rather than with your competitors.
Your ‘unique selling proposition’ is one of the most important elements in your message. Here is
the two part question:
“Why should I do business with you versus any other option available to me in your category?”
When you have a great answer to that question, you can really push sales through the roof.
To demonstrate how powerful and important a USP can be, here is a story that Dan Kennedy often
tells at his seminars:
Two kids are determined to go to college. They’re both orphans, have no family, no resources, no
athletic ability, no scholarships.
Here’s the plan they hatch. The plan is to find a crummy, miserable, stinky little retail business that’
s on the edge of campus and on the brink of failure. They hope to find an owner who is only too
happy to lease it to them with no money down, just to get out from under the ongoing bills.
The plan is the two kids are going to run the business together. One of them is going to go to
school during the day while the other one works the business. Then they’re going to flip flop at
night. They’re going to do everything in the business. They’re even going to sleep in cots in the
back room, keep the money and this is how they’ll get through school.
Shortly into this plan, the business is continuing to hemorrhage money. One partner bails out on the
other. The one who stayed behind dropped out of school, determined to honor his commitments
and make it work.
Shortly thereafter he invented a unique selling proposition. It’s just ten words long. And on the
strength of his unique selling proposition, he not only almost immediately turned a failing business
into a successful business, but he multiplied it.
Pretty soon he had multiple outlets. He dominated his city, his state and ultimately all of North
America. In under five years, according to Fortune 500 Magazine, he became one of the 1000
wealthiest citizens on the planet, all thanks to his ten word unique selling proposition.
His unique selling proposition was so powerful – think about this – that for a decade we could go
out anywhere in North America, stop a hundred people at random on the street and play word
association with them:
What’s the first thing that comes into your mind when we say ____?
We could give these people on the street the generic equivalent of his business and for 80 or more
of the 100, the first thing on the tip of their tongue was the proprietary brand name of his business
and what a good job he did.
That’s called market place dominance! That’s what this kid got. He turned his entire industry
upside down, and had everybody chasing him for ten years trying to catch up.
The magical USP was this:
“Fresh Hot Pizza Delivered In 30 Minutes Or Less Guaranteed!”
On the strength of that unique selling proposition, Tom Monaghan took a crummy little quarter pizza
joint and built the ‘Dominos Pizza’ empire.
Creating Your USP
Start off by getting a piece of paper and writing –
“You know how most _____ businesses…”
Now write all the bad things the competitors in your marketplace do. These are things you can
eliminate or capitalize on to develop powerful buying reasons for your own product.
Follow this up by starting another section on your piece of paper and write –
Now write what makes your web site and business different from your competitors and why your
market should buy from you instead of them. Drill this down to a simple phrase that your prospect
can remember. Make this your unique selling proposition.
If you don’t have a USP, then create one!
If you are stuck for ideas, here is a list of 28 different types of USP’s you can create for your
product.
- Customer Service – Do you provide a high level of customer service?
- Quality – Is your product of higher quality than your competitors?
- Technology – Do you use the latest technology to make your product or deliver your
service? If so, does this make you special in your industry?
- Specificity – 798 special herbs and spices is an example of this.
- Product – Is it unique in itself?
- Convenience – Is there something convenient about your product that makes it unique? e.g.
A drive through service.
- Quick Response – Always delight your customers with the speed of your response. Maybe
use this if it makes you unique in your industry.
- Esthetics – Is your product esthetically pleasing?
- Personal Involvement – Being a small company allows you to provide a more
personalized service for your customers.
- Precision – e.g. We painstakingly produce product X using only the finest ingredients.
- Design – Is your product designed differently? e.g. Deeper pan pizzas
- Distribution – Do you distribute your product more readily? e.g. Available in every suburb.
- Trust – e.g. In business for 27 years
- Qualification – Are your staff members more qualified than others in your industry?
- Price – Are your prices lower than others in your industry (careful with this one).
- Added value – e.g. Free movie tickets with your meal.
- Risk Reversal – Can you offer a 100% money back guarantee? Does this make you
unique?
- People – Are your staff better trained, better qualified, fresher, younger or something unique
and valuable to your customers?
- Systems – e.g. Service delivered on time and on budget.
- Range – Do you have the biggest range of products?
- Exclusivity – Is your class of product only available from you?
- Scarcity – Is your product only available to certain qualified clients?
- Simplicity – Is your product easier for your customer? e.g. Easier to assemble.
- Flexibility – Can you offer flexibility in your product? e.g. Different color, different size,
different shape.
- Size – Are you the biggest distributor of your products in your industry?
- Remove The Frustrations – e.g. Quick and easy.
- Remove Embarrassment For Your Customer – e.g. Package pornographic material
discretely so others won’t be aware of what is in the package.
- Safety – Are your products the safest? e.g. Volvos
Where To Use The USP In Your Sales Letters
You can use your USP in the following areas on your sales letter:
1. When you introduce your product
2. When you introduce your benefits
3. When you build your credibility
4. When you close the sale
Introducing your Product
When you introduce your product or service, you'll want to have one statement of your USP weaved
into the copy. You could use something like:
"Introducing the Only Rainbow Widget with 24 hour technical support, 365¼ days a year"
Introducing Benefits
Use your USP when you introduce your benefits as well. Slip it in inadvertently. Here is an example:
"And above all that, you can use your rainbow widget anytime and no matter what happens, you
can always call our toll-free technical support. (Though the Acme Rainbow Widget is very simple to
use, almost never breaks down, and you likely will never need any support, it's nice to know that
you always have help any time you want. You've got to see these rainbow widgets in action! Whew,
you'll...)”
Building Credibility
You should use credibility boosters to prove that your USP is real and that it works. Section 4 –
Message Credibility of this manual discusses credibility in more detail.
When Closing the Sale
When you are closing the sale, go over a few key benefits again and put your USP in there. It helps
with the logical part, when the reader is justifying the sale, and helps builds that last little bit of
believability you might need to close the sale.
The above is an extract from the book "Confessions of a Website Copywriter". It is one of the 47
closedly guarded secrets to creating turbo-charged webpage sales letters fouind in the book.
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The following learning opportunities are found in the book "Confessions of a Website Copywritter":
To know the first thing your visitor judges on your site and how to manipulate it to
increase readership - see page 125
To get hold of 8 direct response offers that have proven to lift website conversions
through the roof - see page 84
To master 28 Unique Selling Propositions that can help you dominate any market - see
page 30
To learn 7 simple ways to attract your prospect's eye-path to the important parts of your
sales presentation - see page 158
And much more...
If you are serious about selling online, invite you to learn these important lessons:
Ugly websites hurt response - Forget any crap stories you may have heard about ugly websites
selling big mounts of merchandise. It's all rubbish. Studies by Stanford University (and my own
online testing) have proved that amateur looking sites make consumers feel nervous and will hurt
your response.
Sure, there have been the odd exception, but you'll find in these cases the visitors already knew
the business (eg. Dan Kennedy) well before they arrived so trust was never an issue. But the truth
is you'll never gain the trust of a NEW visitor with an ugly, amateurish site that looks untrustworthy.
Graphic heavy web design doesn't sell - You need a design that communicates trust, but not
one that's so over the top that it kills your download time and distracts away from your message.
Only use pictures that serve a purpose, such as a product picture so prospects can visualize your
picture or a professional logo to build trust. And don't listen to your web designer for conversion
advice... they know nothing!
Nothing increases conversions like your offer - John Caples could rise from the grave to write
your copy, but it will pale into significance against a powerful offer. It's true that words sell more
than pictures. But offers also sell more than copy. If you really want to increase your conversions,
then you need to master the direct response offers.
Time-tested copywriting lore still works online - Long copy sells, but not for free offers. Long
copy needs to be interrupted by headlines, bullet points, text highlights and Johnson boxes to hold
a reader's attention. Headlines make a huge difference so test them. People buy with emotions
then justify their decisions with logic, so both arguments increase conversion.
These are just some of the important lessons you will learn.
Confessions of a Website Copywriter contains all the research, all the experiences and all the
critical pieces of the puzzle that the other courses leave out!
In fact, the strategies in this course are so new and revolutionary, they are not being revealed or
taught as a whole by anyone else in the market!
That is an awfully big statement to make, but you don't have to take our word for it.
Just listen to what some of the biggest and most trusted names in Internet marketing are saying
about it:
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"Could Double Or Triple Sales Overnight"...
"If you've ever wondered what makes websites sell thousands of dollars
worth of product and services, while yours is lucky to make a cent ... this
course will finally reveal WHAT you're doing wrong, and WHY you're throwing
good money after bad. Plus you'll get some tips that could literally double or
triple your sales OVERNIGHT - and that's what makes it so valuable."
Brett McFall
Australia's "Results Guaranteed" Copywriter Of Over 7,800 Ads & Sales
Letters
http://www.adsecretsrevealed.com/
"Top 5 Marketing Manuals I've Read"...
"I have been reading around 2,000 pages of Internet marketing material a
week over the last few years… and this is one of the top 5 marketing
manuals I've read period!
It's better than many of the $400 copywriting courses being sold online today.
You should really sell this as a high ticket item Lenny."
Chris Bloor - "The Walking Idea Machine"
Author, Internet Marketing Consultant, Speaker And Highly Sought Business
Coach,
http://www.qualitybusinessinstitute.com/
"Will Save You Countless Hours Finding What Works"...
"A must read for anyone who has been looking for a way to write effective
sales copy. Here is a step by step approach that will save you countless
hours in trying, testing and finding what works. Great value and highly
recommended."
Mal Emery
Australia's Million Dollar Direct Marketer, Author, Business Coach, Sales &
Marketing Seminars & Renowned Speaker
http://www.malemery.com/
"Create Kick Ass Money Making Copy"...
"This is excellent. It's full of great stuff anyone can use to dramatically use to
improve their ability to write kick ass, money making copy.
Probably the best value for money manual I've seen on website copywriting
since 'Make Your Words Sell'! I'd honestly recommend this to everyone!"
Alexi Neocleous
Professional Copywriter, Speaker, Business Coach & Creator of The Kaizen
Marketing System!
http://www.multiplyyourprofits.com/
"Reveals More Than MYWS"...
"I've got MYWS! (Make Your Words Sell!), which I enjoyed, but I discovered
far more from 'Confessions of a Website Copywriter'! Like the technique for
removing resistance to your statements.
After reading this, I went over a very effective sales letter with a hi-liter, and in
a couple minutes found 2 statements that needed to be reworded.
This is especially important in triggering the emotional response that gets
readers involved in the sales argument, but I can show you some pretty
expensive books that make no mention of this.
Not just "copywriting" nuances, but lots of important stuff like how to position
your images on the web page, etc.
This is great stuff, the "pros" all know to do this stuff (as your examples
demonstrate), but it's very hard to find anyone who's been able to write it all
down."
Dan Thies
World Renowned SEO Expert, Author & Moderator at Several Top Search
Engine Forums
http://www.seoresearchlabs.com/
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It is no wonder that "Confessions of a Website Copywriter" is the most popular among the
hundreds of ebooks that I sell.
If you have read thus far, it is likely that succeeding in internet business is of paramount interest
to you. I will make you a very special offer.
In addition to getting this book
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"Confessions of a Website Copywriter"
for only $17, I will give you the following 8 book, adsolutely free as bonuses.
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Yes, you get all the following 9 books for only $17.
Confessions of a Website Copywriter
+
Forbidden Psychological Tactics
+
Internet Promotion for Beginners
+
How to be a Top Salesperson
+
Auction Strategies
+
Consumer Buying Secret Revealed
+
Search Engine Traffic Secrets
+
Internet Copycatting
+
Web Marketing Explained
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8 weeks Money Back Guarantee!
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Your purchase through PayPal is secure.
You purchase is also fully guaranteed - if for any reason, you are not satisfied with your purchase,
you can ask for full refund of your purchase. You can even keep the books.
With this iron-clad guarantee, what have you got to lose?
Go ahead and cllcik on the PayPal buy button below.
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