I’m sure you’ve heard it before, you need a USP (Unique
Selling Point/Position/Proposition).
Hopefully you do. If you don’t you should be able to find
your USP by the end of this article or at least improve
your existing USP. To sum up a USP, you could simply ask
yourself this question about your own product or service.
Why should I buy from you?
Because, simply put, that’s what the customer is asking
themselves. Why should I by this product from this person
over the next person with the same or similiar product or
service? What am I going to gain by getting this product or
service.
A USP sets the stage and can answer most of the customers
questions.
When I first started marketing online I used to read
anything I could get my hands on about sales letters and
copy writing. I read everything I could by Terry Dean, Jay
Abraham, Dan Kennedy, Joe Vitale and Yanik Silver. I didn’t
just read their sales letters, I studied them. I didn’t
just read their books, I actually applied what I learned
from them.
I quickly found out without a USP I was dead in the water.
They all had them. Each and everyone of these well-known
marketers had a USP for their product or service and once I
realized this, it became obvious to me that I needed one
and you do too! I did make some sales here and there
without a USP, but it wasn’t until I found my USP that my
profits really started to soar!
A quick background on my product at the time (which is
still pulling in $300+ a day). I was trying to sell a
wholesale source guide I had created. I had to answer the
following questions about my product to find my USP.
1. What makes my product better then the competitions?
2. What is the biggest benefit it delivers to my customers?
Answering these questions makes it simple to find your USP.
Is your product or service better because it’s easier to
use?
Is it more fashionable?
Have special features?
Is your product or services biggest benefit that your
customer will save time, money, increase their income in
their spare time?
While everyone else was selling wholesale sources lists
with company names and addresses they failed to make them
internet enabled! They had no websites listed, it seemed
obvious to me what they were lacking. And this is how my
USP was formed!
My product was better than the competitions because my
wholesale sources were accessable online and had direct
links right to their websites. My products biggest benefit
was that the information was organized better. Which turned
into “Everything is at your fingertips 24 hours a day” in
the sales letter. I also offered free updates.
So, how can you find your USP?
Answer the above questions about your products or services
and you should be able to find your USP very quickly.
Does your product save your customer more money then the
competition?
Can you add something to your product like a bonus that
will put you ahead of the competition?
Even if you can’t find a USP with your main product adding
a bonus to your offer or price could be your USP. If
someone has to choose who he or she will by from and one
offers an additional free bonus for ordering today, while
the other doesn’t for the same price. Who do you think will
get the sale? Doing this to re-hash old products also works
wonderful.
So, have you found YOUR product or services USP yet?
Maybe not yet. But if you take an objective look at your
product verses the competition and WRITE why it’s better
you’ll be ahead of everyone else who doesn’t. I know too
many people that say “my product is better.” But
they never write down how and why it will benefit their
customers. They just think this in their mind and wonder
why no one is buying their products.
A good exercise to do this is to compare other people
products or services and say what is better, and what’s the
main benefit, then apply this to your product and you can
get a broader understanding on USP’s.
Take Care,
Marty Fiegl
marty@directsalesmarketingonline.com
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