Winning Customers:

Effective Advertising

Unique Selling Proposition (USP)

What Makes You Different From Your Competitors

By: Vadim Kotelnikov, Founder, Ten3 Business e-Coach – Inspiration and Innovation Unlimited, 1000ventures.com, 1000advices.com

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This site is Ranked Top 5 by Google for

"Unique Selling Proposition"

out of about 500,000-wide (!!!) competition!

"Be clear – if you cannot identify any competitive advantages offered by your existing products or services, than you need to improve them so that you can." 

– Phil Stone 

 

Three-Part Definition of USP1

  1. Each advertisement must make a proposition to the customer. 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."

Synergistic Selling: 3 Pillars

  1. 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.

  2. The proposition must be so strong that it can move the mass millions (i.e., to pullover new customers to your product).

 

 

Identifying Your USP

Five Question You Should Ask Yourself2

  1. Will my perspective customers perceive this as an advantage?

  2. Is it significantly different from what my competitors are offering?

  3. Why my prospective customers actually believe in this USP?

  4. How will my customers benefit from this USP?

  5. Will this USP motivate customers sufficiently to actually make a purchase?

Three Steps To Creating a Great USP

  1. Be different! Define your competitive advantage and your uniqueness

  2. Focus on your competitive advantage, be specific about the value you offer to the customer

  3. Keep it short.

Examples of Effective USPs

  • Burger King: "Have it your way at Burger King."

  • Domino Pizza: "We deliver hot, fresh pizza in 30 minutes or less or it's free."

  • M&M: "Melts in your mouth, not in your hands."

Effective Selling

Make Your Competition Irrelevant

Top Three Headline Rules

How To Become an Irresistible Sales Communicator with Integrity and Power

How To Present With Passion

Selling by Coaching

Selling by Listening

Selling with NLP: 8 Steps of Effective Listening

ABC: Always Be Closing

Marketing and Selling Quotes

Retaining Customers

Customers Will Usually Come Back If...

Customers for Life

  Ten3 Mini-Courses   Presentation:    View    Download

Winning Customers (100 slides)

USP Defined

 

A unique selling proposition (USP) defines your competitive advantage Your must identify what makes you different from your competitors and emphasize these advantages in your marketing.

Creating a USP

The basis for your strong USP is your customer value proposition.

Have you created a new product or service? Ask yourself why. What customer value have you created? Was it to offer something radically new to the market, or to fulfill needs customers were voicing? Make a list of key features and unique benefits to the customers. Ask customers what they like best about your product, your services, or your company. Compare your offer to what your competitors offers. Brainstorm with your team to generate a choice of ideas that will give you the basis for writing a strong, specific and differentiated USP.

Communicating a Specific Benefit to the Customer

 

As many products are identical in offering the main benefit, you must identify the main advantage your product offers over the competition. In order to make your advertising message attractive, you must find an important benefit unique to your product or service in one of three ways.4

  1. Product feature. This USP may be based on product features associated with the product, ranging from what it does to the quality of your support services.

  2. Emotion. The USP may be based of an emotional appeal, such as love, humor, or fear.

  3. Association. The USP may be communicated by association with a well-known personality.

Humorous Advertising Slogans

Fast Food Restaurant

Eat 25 hamburgers and get 26th FREE! ... More

How To Create Amazingly Seductive Offers

An irresistible offer is an "invitation" that is so clearly compelling, so powerful, and so obviously attractive that no one in his/her mind could refuse.

The million-dollar question is: how can you make your offers amazingly seductive?

Here’re some "Whip Up An Immediate Buying Frenzy" tips... More

Customer Value Proposition...

Value Creation...

Value Innovation...

Effective Advertising...

Customer Value Proposition...

Advertising Slogans...

Differentiation Strategies...

Positioning...

Effective Selling Techniques...

... and much more in this Ten3 Smart & Fast Mini-Course

 

 

Bibliography:

  1. "Reality in Advertising", Rosser Reeves

  2. "Develop a Winning Marketing Plan", Phil Stone

  3. "Customer Intimacy", Fred Wiersema

  4. "Marketing Management," Czinkota Kotabe

  5. "Make the Competition Irrelevant," John Mehrmann

  6. "Creating Winning and Retaining Customers," Vadim Kotelnikov

  7. "Effective Selling," Vadim Kotelnikov

 

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