Your Unique Selling Proposition –
can you sum up your business advantages over your competitors in one sentence?
Think and Grow Rich Action Step #4)
Go the Extra Mile
Strength and struggle go hand in hand.
22-Law #4 – Marketing is not a battle of products, it’s a battle of perceptions.
Business slogans are important – and you should take a few minutes or hoiurs or even days t think of a good one
What constitutes a good business slogan
Check the book “Powerlines” at Google Books at: ??
What is a USP – a Unique Selling Proposition Why is it important?
Creating a powerline is not difficult for people who understand how phrases become powerful in the first place.
You can become one of those people by asking five questions about every tagline and slogan you consider.
When you mention your business – what do you say?
What do people think of your business?
In your industry – is there someone who expresses themselves better that you do – and that you want to emulate?
If you could hire a copywriter or PR agent – what would you have them say about your business?
What is the best thing you do in terms of your craft or business?
Do you have any testimonials from satisfied customers?
What would you like your tombstone to say about what you did in life?
USP #1 – Each advertisement must make a proposition to the consumer.
USP #2 – The proposition must be one that the competition either cannot, or does not, offer.
USP #3 – The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
Alex the Craftsman – Latvian immigrant, European quality – “Old World Quality at New World Prices” – there is a story there
Jan the Marketing Man – Just Mr. Jan – the Man is a story and the phrase “When your marketing is done well, your products virtually sell themselves”
What is benefit #1 – NOT Feature #1 – Benfits vs. Features in a Slogan – a Powerline – NOT a “bromide”
Power lines
Do you have a catchy slogan like “Old World Quality at New World Prices?”
There is a book – PowerLines that says a slogan should be 5 -7 words
What is your sales message – the 12 steps that go from #1 headline to #12 PS on your website. The formula has been detailed by many copywriters – just use it and tailor it to your own needs.
USP Via Wikipedia
The Unique Selling Proposition (also Unique Selling Point)
is a marketing concept that was first proposed as a theory to explain a pattern
among successful advertising campaigns of the early 1940s.
It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands.
In Reality in Advertising (Reeves 1961, pp. 46–48)
Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:
1. Each advertisement must make a proposition to the consumer.
Not just words,
not just product puffery,
not just show-window advertising.
Each advertisement must say to each reader:
“Buy this product,
and you will get
this specific benefit.”
2. The proposition must be one that the competition either cannot, or does not, offer.
It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
What is your offer?
Can a client or prospect buy it online?
Do you have PayPal –
so peope can buy from you online?
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