Post on 16-Aug-2015
LEVERAGE & MONITISE YOUR
UNIQUE SELLING PROPOSITION
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WE WILL COVER
Why you need a USPThe 3 characteristics of the perfect USPHow to create your USP
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WHO THE HELL AM I?
Caroline Balinska
Not a 1 trick pony….. I have unlimited marketing ideas for any business type and business owners personality
My Archetype personality is Innovative & prestigiousMy traits are:EliteProgressiveAdvanced
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I AM THE FOUNDER OF:
The Freedom StrategyOnline Marketing Princess
Ultimate Online Business FormulaSuccess Without Limitscarolinebalinska.com
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A USP is a precise statement of why your business is special. It should answer the question “Why should I do business with you versus any and all of your competitors, including not doing anything at all?”
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It is not usually easy to work out your USP. You normally need to dig deep.
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WHY YOU NEED A USP
To give your customers clarity
AND
To give yourself clarity
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You need a USP so you can create a marketing plan
and your social media around it.
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IT NEEDS TO ANSWER THE QUESTION:
What do you do for a living?
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What a USP is NOT
• A mission statement• A slogan - • A sales pitch - We sell shoes
under $80• We are the best, cheapest,
biggest• We have been in business for
100 years• We care about you…
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The 3 characteristics of the perfect USP
1. It is useful2. It differentiates you from everyone else in
your industry (if it is truly unique) 3. It triggers a chain reaction of questions
from a person who hears/reads it.
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examples:
Domino’s Pizza: “Fresh, Hot Pizza Delivered to Your Door in 30 Minutes or Less.”
Dai Vernon’s: “The Man Who Fooled Houdini.”
FedEx: If it absolutely, positively has to get there overnight.
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My USP:
“I help you develop YOUR EPIC marketing solution so you can work less & earn more”
&“The only digital marketing expert proving holistic solutions not just tactics”
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Does my USP accomplish the 3 things?
1. It accurately describes what you do 2. It differentiates you from everyone else in
your industry 3. It triggers a chain reaction of questions
from a person who hears/reads it: “what sort of epic solutions?” “What would you do for my business” “How do you develop my solution?” “Can I make an appointment with you?” “Tell me more”WWW.CAROLINEBALINSKA.COM
A USP distinguishes you by
• Making you stand out• Raises the bar and helps
stop people comparing you to others
• Becoming your goal
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It must
• Be short and sweet• It summarises what
you do• It grabs peoples
attention• It is the headline of a
story
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The USP focuses on:
• A customers WANT & DESIRES - Not on needs
• Benefits - Not Features• Answers the question WIIFM?
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Your USP has to be
• Flexible - can be used across your business
• It is memorable• Unique• Simple to understand
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Your USP should:
Eliminate your competition
Don’t say “we are the best” you want it to sound like you are the
ONLY
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examples;
We are not only the best xxx, we are the only xxx to offer a hassle free money back refund
OR
We are not only the best xxx, we are the only xxx to dedicate 100% of our time to you/this service.
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HOW TO WORK OUT YOUR USP• Make a list of what you know about your target audience.• Make a list of all the WANTS (the benefits) that your product or
service could meet – these attributes are all potential USPs for your business.
• Screen these USPs against trends and competitors. • Remove the USPs that are already being well met by competitors.
Don't forget that your USP is a unique selling proposition so you are looking for a gap in the market.
• Match each USP against what you and your business are good at. Also think about how you want to be seen.
• Double check that you have the right USP. Does it convey one strong benefit? Is it memorable? Is it clear who you are targeting from the USP? Can you deliver what it promises? Is it unique? Could a competitor claim the same thing?
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Some ideas:
I teachI help
I instructI see
Or
I am/we are the only
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DO YOU WANT TO BE THE FOLLOWER OR THE LEADER?
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Create your USP so you can STAND OUT in your market.
Make more money
Get people to know like and trust you.
People will signup if they feel there is a benefit for them (WIIFM)
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How to sell your USP
• Use your USP to create your markting plan• Use your USP to create email headlines and
blog posts• What are all the benefits related to this?
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LET’S WORKSHOP YOUR IDEAS
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WATCH THIS SPACE!MORE WEBINARS COMING
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THE BONUS
CLICK THE LINK TO DOWNLOADwww.onlinemarketingprincess.com/how-to-create-more-freedom-profit-and-time-on-your-business/
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