How to Write a Unique Selling Proposition (USP)
*
*
Attention: Professionals Who Need to Quickly Increase Their Sales
and Profits ....
WHO ELSE WANTS TO CREATE A SURE FIRE _UNIQUE SELLING PROPOSITION_ IN
77 MINUTES OR LESS, CAPTURE THE ATTENTION OF MORE CUSTOMERS THAN THEY
CAN POSSIBLY COUNT, AND THEN SELL, SELL, SELL IN RECORD TIME ... ALL
BECAUSE OF JUST A FEW SPECIALLY CHOSEN _SALES SEDUCTIVE_ WORDS AND
PHRASES?
_"If you want a Million Dollar marketing message that broadcasts
to the world exactly who you are, attracts customers like honey
attracts bees, and cranks out sales like there's no tomorrow, then
this may be one of the most important manuals you will ever read. It's
the answer to the entrepreneur's and small businessman's dream ... " _
Enter Your Name:
Enter your Email:
FROM: BILL BODRI
New York, New York
Dear Business Builder ,
The business world is fierce. Only the strongest survive. In this
dog-eat-dog world, at times you can even feel your competition's
breath at the back of your neck. You need all the help you can get and
every advantage possible to make your life easier.
Your competition is probably a nuisance. They steal away your
customers and clients. They are a constant hassle that burns at your
belly and grinds you down, endlessly torturing you with worries that
keep you awake at night. You are always having to plan your next
strategy to increase sales and fight them off, and it's wearing you
down. They are an absolute pain in the as* that costs you time,
energy, sales, and money and you wish there was something you could do
about it ...
SOMETHING FINAL, SOMETHING GRAND, SOMETHING ULTIMATELY POWERFUL AND
COMPETITIVELY CRUSHING that would bring you to an entirely different
level of operations where you weren't competing with anyone any more,
could PAUSE to take a breather for a change, take a VACATION every
once in a while and start floating through life with more CASH and
enjoyable _flow_.
You know that because of competition your business is at stake.
Your livelihood is at stake, too, ... your health is at stake and your
peace of mind needs a booster. There are loans to be paid, suppliers
to placate, employees need to be told what to do, stress has got to be
gotten rid of and your customers need to be convinced to stay with you
rather than buy what they want elsewhere. You're tired of hearing
clients ask for lower prices when you are already doing the best you
can and FRANKLY, you know that lower prices aren't going to solve your
problems.
You need that ANSWER.
"'FOUR LETTER WORDS' AIN'T GONNA WIN YOU NO BUSINESS BECAUSE WHAT YOU
REALLY NEED IS THIS 'THREE LETTER WORD' (THE USP) THAT WILL HAVE YOU
LAUGHING ALL THE WAY TO THE BANK"
Like all businesses, you want a steadier stream of customers,
better CASH FLOW and more profits but you know that even if you
service your customers better than your competition, if you don't find
a special NICHE and perfect your message and get it out there then you
won't be around for long.
The problem is, no one is hearing your message as is, and it might
not be the right one in the first place. You need a way to both find
your market niche and come up with the optimal message of unique
selling points that will maximize your profits.
Today it's not the business with the best product or service that
WINS, but the business with the best marketing that wins. You need to
develop a specialized reputation to bring in the customers and cash
like clockwork. So what are you going to do about it? How are you
going to FIGHT BACK and claim those customers and an easier life
that's due you? How can you make your advertising cut through all the
chatter?
You need a way to find a highly profitable COMPETITIVE MARKET NICHE
and claim "TOP OF THE MIND" AWARENESS for all those potential
customers out there, because you want them to think of you FIRST.
You need a way that you BECOME KNOWN AS THE ONLY LOGICAL, RATIONAL,
VIABLE CHOICE FOR SUPPLYING YOUR TYPE OF GOODS AND SERVICES.
You need some way that buys you HIGHER PRICES AND PROFITS WITHOUT
ANY CUSTOMER OBJECTIONS.
You need a way to GET CUSTOMERS EXCITED ABOUT BUYING FROM YOU and
forgetful of your competition, something that will weld them to you
with a loyalty that cannot be broken.
What you need, my business friend, is a UNIQUE SELLING PROPOSITION,
a USP.
"I finally quit the corporate world. ... Your USP Manual did it."
"I finally quit the corporate world. Something I've wanted to do for
the last three years and it never came due to one reason or another.
Your USP Manual did it. I did not expect that finding my USP is the
main key to bring clarity and courage. I told my boss yesterday about
quitting; he agreed and offered to retain me as a consultant! It could
easily mean that I work less and make more and have more time. The
funny thing is that I knew of my uniqueness all along but never took
it seriously. Professional advertising friends told me and we joked
about it. But it passed me until I sat down and do the 10 exercises
listed. The exercises need to be done, but your pre and post-treatment
of the exercises is what I cherished most. All of your work is great
but this book can really serve everybody...Thank you so much."
JOK-KENG LEE
Environmental Consulting
MALAYSIA
"I highly recommend this ... to anyone interested in growing their
business."
"Over the past 20 years I have had the good fortune to work with the
greatest marketing minds and top copywriters in the world, including
Jay Abraham, Gary Halbert, John Carlton, Dan Kennedy and Bill Glazer.
I just finished reading John Carlton's latest newsletter that focused
on creating a USP. That sparked my curiosity and I searched the
internet for more information. As luck would have it, I found William
Bodri's E-book on how to create a Million Dollar USP. I read the book
from cover to cover that day I got it. It packs more useful and
practical information, in its 176 pages, than any other books I've
read that focus on creating a USP. I highly recommend this book to
anyone interested in growing their business and reaping the rewards
that come with creating a powerful USP."
SAM FISHBEIN
Kacey Fine Furniture
900 S. Santa Fe Drive
DENVER, COLORADO 80223
303-817-7102
"YOUR UNIQUE SELLING PROPOSITION IS LIKE A MAVERICK 'PICK-UP LINE'
THAT WILL HAVE CUSTOMERS FLOCKING TO YOU RATHER THAN COMPETITORS"
A USP is a marketing concept invented by Rosser Reeves in the
1960's. Reeves, who wrote _REALITY IN ADVERTISING_, came to the
conclusion that the only way to make customers come to you was to
create an advertising message about your product that contained the
following three characteristics:
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 competitor 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.
Reeves used this idea to create unique selling propositions for
many consumer products such as Anacin ("The pain relievers doctors
recommend most"), M&M candies ("They melt in your mouth, not in your
hands"), Colgate ("Cleans your breath while it cleans your teeth"),
and Wonder Bread ("Helps build bodies in eight ways"). With the USP,
he built those products and companies into billion dollar giants.
The strategy of creating and then sticking to a USP is as powerful
today as it was then, and is still used by savvy marketers to build
million dollar and billion dollar firms. If you have the right type of
USP for your product or service, that type of outcome is not out of
reach.
Since that time, the idea of the USP, also known as a unique buying
advantage, has slowly expanded beyond its original bounds. Borrowing
some of the findings of Doug Hall, we now also know that successful
USPs should have the following characteristics:
* A Big, Overt Promise of BENEFITS for customers who buy the
product or service
* A REAL REASON to BELIEVE that the benefits claim is credible and
that customers can TRUST that those promised benefits will actually be
delivered
* A DRAMATIC DIFFERENCE to those promised benefits that makes the
offering unique and distinguishes the product or service apart from
its competitors
* It should be short, simple, memorable, attention getting,
persuasive, motivating and compelling just by its WORDING alone
* The USP should be an ECONOMICALLY FEASIBLE idea that can sustain
a business for at least 5 years or more
* It should absolutely penetrate the business, by operational
design and outward appearance, to lend overall guidance to the idea of
customer service and managerial alignment throughout a firm
FEDERAL EXPRESS created one of the most famous USPs of all times
when it said: "When it absolutely, positively has to be there
overnight." When Fred Smith founded Federal Express, there was no such
thing as an airfreight package delivery service that could reliably
deliver packages overnight in a consistent fashion. Everyone knows
FedEx now, but the business of Federal Express is not so much the
package delivery business as it is the business of delivering peace of
mind. FedEx's customers fear late delivery, so FedEx composed a unique
selling proposition that focused on delivering the peace of mind that
the package would get there on time.
FedEx grew into the international, multibillion dollar giant it is
today because of both its business design and its simple USP that it
trumpeted over and over again in its advertising: "When it absolutely,
positively has to be there overnight." FedEx so organized its business
structure and strategies, hiring, training, tracking capabilities,
management rewards, uniforms, corporate communications, delivery
methods and facilities ALL around the single promise of making
overnight deliveries without fail. FedEx became focused on delivering
upon that USP which they had determined was the most attractive one
for the package delivery market. FedEx is organized (aligned) around
that promised benefit.
Anyone can readily recognize that this USP promises the benefit of
overnight delivery for customers. But the real genius of this USP
escapes most people, which is the fact that it subtly offers a real
credibility for that promise through the words, "positively,
absolutely." Without those words, Federal Express's service promise
would lose its punch and believability. Those two words telegraph that
this company means what it says it means business you WILL get your
package delivered tomorrow.
DOMINO'S PIZZA, on the other hand, also grew into a super
successful national franchise -- despite having literally thousands of
local competitors all across the country - largely because of a simple
business model and a simple USP that also greatly differentiated it
from all its competitors. Domino's promised the pizza customer an
experience that was rare in the pizza home delivery market. Its USP
was "Hot, fresh pizza delivered in 30 minutes or less, guaranteed."
Let's say that one again: "Hot, fresh pizza delivered in 30 minutes
or less, guaranteed." Very unique selling points.
Before Dominos Pizza, your chances of ordering and then promptly
receiving a "fresh and hot" pizza were "slim to none" since it usually
arrived cold, late, and sticking to the top of its box. Definitely
there was room for better pizza service. Dominos knew this, so they
came out with their famous unique selling proposition - a true
customer buying advantage - and they went national by sticking to
their word. If you didn't get your hot pizza on time, you didn't have
to pay and so the company organized itself around the promise of fast
delivery.
Because most people already knew what pizza tasted like, Dominos
didn't promise a tasty pizza or lots of tomato sauce or extra
toppings. Dominos stuck to impressing you with one major promise fast,
reliable delivery of a hot pizza.
What was the believability factor to get over the pizza credibility
hump? To make its USP believable and entice customers to give them a
try, Dominos offered a guarantee. They promised that if your pizza
didn't arrive at your door within 30 minutes, you'd get it for free.
That one factor differentiated it from everyone else and enabled it to
cream all its competition. Other pizza companies now focus on
different USPs (Papa John's trumpets, "Better ingredients, better
pizza) while Little Caesars promises two pizzas for the price of one),
but you can see how powerful a simple idea can be in creating billion
dollar monsters. Yes, USPs can take you to become a millionaire and
then billionaire, if you hit it right!
"IN LESS THAN 2 HOURS WITH SOMETHING TO WRITE ON AND SCRATCH WITH,
YOU CAN SCULPT A 30-SECOND KILLER USP THAT WILL LITERALLY HYPNOTIZE
YOUR PROSPECTS INTO BUYING FROM YOU AND ENSLAVE A GENERATION OF
CUSTOMERS FOR LIFE. YOUR COMPETITION WILL THINK YOU HAVE MASTERED MIND
CONTROL!"
Countless successful large and small businesses, products and
services have USPs. It is a critical factor in your ability to
compete, survive and THRIVE in business. A WELL KNOWN USP IS THE KEY
TO UNLOCKING YOUR BUSINESS SUCCESS, GAINING THE VERY MAXIMUM PROFITS,
TROUNCING YOUR COMPETITION AND SEPARATING YOU FROM THE ME-TOO PACK.
The question is, how do you ACTUALLY come up with a USP that will do
this? How do you actually come up with the words like chocolate that
will naturally please, entice and SELL?
In HOW TO WRITE A MILLION DOLLAR USP, you will not learn just one
but 10 DIFFERENT WAYS to come up with a USP. I'm not talking about ten
ways such as offering a better guarantee, 24-hour service, larger
customer selection ... qualities like that which will set you apart.
You'll get a complete list of OVER FOUR DOZEN POSSIBILITIES like that
which you can incorporate into your USP, and will see how they can be
immediately applied to your business. Those are just components or
parts of your USP, but not the way to come up with your USP in the
first place.
No, what I'm talking about is the HARDEST part of all in
determining a USP -- the very questions you must ask yourself to find
out WHAT BENEFITS you should promise to your customers, HOW to
dramatically differentiate yourself from your competitors offering
other benefits, how to establish the REASONS WHY customers should
believe you and take the risk of buying, and how to position yourself
to make them act FAST.
You'll discover 10 simple ways to discover your USP in HOURS
without suffering the pain of weeks of searching that cost you
heartache and money, and you'll learn how to use your new USP to align
your business for maximum success. Following my questions, in some
cases you can come up with your USP in less than a hour.
I'm so confident that ALL the information in this book is valuable
that I'm not afraid to reveal one or two methods because there's so
much more inside. For instance, one of those 10 ways to create a USP
is by coming up with a well crafted answer to the following question:
"WHY SHOULD I CHOOSE TO DO BUSINESS WITH YOU VERSUS EVERY OTHER
COMPETITIVE OPTION AVAILABLE, INCLUDING DOING NOTHING AT ALL OR
WHATEVER I AM DOING NOW?"
Another way is to simply make A COMPETITIVE COMPARISON WITH OTHERS
IN YOUR INDUSTRY and find out what you can offer, that they cannot
possibly offer, that will make a real and significant difference in
the lives of your customers. But there's a secret as to how you should
make this comparison right so that what you come up with is actually
relevant to your customers. There are certain NLP (neuro-linguistic
programming) phrases you must even ask customers to poll them about
what you're planning on doing. Without this information, you're as
good as dead with this approach.
There are yet 8 other more powerful ways -- 10 IN ALL AND _MORE
THAN ANY OTHER MARKETING CONSULTANT HAS EVER COLLECTED TOGETHER IN ONE
PLACE_ -- FOR DRAFTING A USP THAT CAN SET YOUR BUSINESS ON FIRE, SO BY
THE TIME YOU HAVE GONE THROUGH THESE TEN METHODS YOU WILL NOT ONLY
HAVE A KILLER USP THAT WILL SKYROCKET YOUR SALES AND MAKE YOU THE
SUPPLIER, VENDOR OR BUSINESS OF CHOICE, but you'll know how to use
your new USP in all your sales and advertising copy.
That's right, because the HOW TO WRITE A MILLION DOLLAR USP MANUAL
teaches you how to "upword" your advertising copy and sales literature
with the nuclear power of your USP and emotional voltage that creates
a ravenous hunger for your product so that customers cannot help but
buy.
Here's the real kicker. You'll also learn how to use that USP, or
how to create a new one, to FORGE A PERSONAL BRAND IMAGE like an
Oprah, Donald Trump, Richard Branson, Zig Ziglar, Tom Peters, Brian
Tracy, Tony Robbins or Johnny Carson. You'll learn how to use it to
create a signature file for your emails that brings in business
automatically without asking, how to change your letterhead, how to
alter your business card, how to change the decor of your office, how
to align your company with image coherence and operational compliance,
and how to craft a 15- or 30-second "elevator speech" that naturally
sucks in new customers and professional referrals without having to
waste time in endless fruitless networking activities.
"If I cannot craft a compelling USP for my business after working
through your book with the detailed analysis of both techniques +
examples of USPs, then I need to follow Dan Kennedy's advice, and lie
on my bed at night and stare at the ceiling in terror!"
"I have to confess being a little concerned at paying ... for a book
on USPs - a concept that some people describe in a singe page web
article. It was only my desperation to find a comprehensive way to
define a USP that will transform my company from a struggling
existence to a valuable asset that persuaded me to buy the product.
"I am very impressed - especially as your full page width,
single-spaced line 176 page content contrasts with so many $49/$97 60
page content books disguised as 130 pages through 'generous' use of
white space / notes columns / and other tricks. It is obviously not
bulk that counts - but the content - and once again I am impressed -
your research / references to other sources is very comprehensive and
useful.
"If I cannot craft a compelling USP for my business after working
through your book with the detailed analysis of both techniques +
examples of USPs, then I need to follow Dan Kennedy's advice, and lie
on my bed at night and stare at the ceiling in terror!"
JEFF WALTERS
Managing Director
INTELLINOVA (PTY) LTD.
"It's one of those products that (should) have a sub-title: when
you are SERIOUS about getting your USP right..."
"I often (usually) come across materials that have a high
fluff:content ratio I like your USP "manual" as being in-depth by
contrast. So far, it is the most definitive document on the USP I've
seen. You live up to your mission in the first few pages. It's one of
those products that (should) have a sub-title: when you are SERIOUS
about getting your USP right..."
JEFF PALLISTER
Pallister Management Consultants
CALGARY, CANADA
"NO BUSINESS IS TOO OLD, TOO ORDINARY, TOO ESTABLISHED,
TOO NON-DESCRIPT, TOO LETHARGIC OR TOO 'OUT OF STEAM' TO DRAW LIFE
FROM THE NEW AND AMAZING 'MILLION DOLLAR USP MAKER MANUAL'"
Some people claim that there is nothing special about their
business and therefore it's impossible to find any unique advantage
they can promote in their ads and marketing.
In "HOW TO WRITE A MILLION DOLLAR USP," as one of the 10 ways
you'll also learn how to kick your business into a new orbit and
clearly distinguish from the other "me too's" and "we also do that's"
when you really do only have a generic business. You'll learn how to
create the perception of distinction through 3 "PREEMPTIVE MARKETING"
strategies. Preemptive marketing is the activity of telling customers
about all the pains and troubles you take on their behalf even though
your competitors take them as well. You'll learn how to say things
first, how to establish a product or business name that increases
sales, and how to emphasize the fact that in buying from you, YOU
become part of the package customers get.
In "HOW TO WRITE A MILLION DOLLAR USP," you'll learn how to
establish a marketing niche and thereby CHARGE A PREMIUM PRICE for
your product or service through 6 DIFFERENT WAYS that use the power of
your USP to put an end lower price negotiations forever. With a USP,
YOU'LL ACTUALLY BE ABLE TO GET A HIGHER PRICE FOR YOUR SERVICES, and
will be able to position yourself so that you rest secure during
normal business downturns while your competition struggles.
You'll learn why you should never build a business based upon the
lowest price USP, and how this strategy may last for awhile but will
ultimately doom you to failure.
You'll learn how to UNFAILINGLY uncover the true benefit customers
want -- with 100% ACCURACY -- that attracts them to YOU like bees to
honey, and what HOT BUTTON will make you distinctly, uniquely and
dramatically different from everyone else so that you're the first
person customers turn to when needing your product or service.
You'll learn how to focus your USP with laserlike precision on a
target market or niche, and why you're wasting your money if you're
trying to be all things to all people, which is the conventional road
to ruin. YOU'LL LEARN HOW TO CARVE OUT A MARKETING NICHE AND HOW TO
DOMINATE THAT NICHE THROUGH A CONSISTENTLY PROMOTED MESSAGE THAT
PENETRATES CUSTOMER MINDS AND BLOWS AWAY LINGERING SALES RESISTANCE
LIKE A WAVE OF B-52 BOMBS PUMMELING DOWN AN OBSTRUCTION.
You'll learn how to grab attention in an EXCITING way, and 16 WAYS
to incorporate _emotional voltage_ and use ACTION verbs in your
advertising copy to inflame customer INTEREST and compel them to ACT
FAST.
You'll learn Ries and Trout's famous 9 DIFFERENT STRATEGIES for
differentiating a company, product or service with superior
positioning and 5 WAYS you can even turn an ordinary commodity, like
bananas, into a BRAND.
You'll learn 32 LITTLE KNOWN WAYS to establish believable proof,
credibility and trustworthiness for your claims -- SECRETS the highest
paid copywriters keep to themselves -- so that at a moment's notice
customers consistently judge you worth the risk of a trial purchase.
And you'll learn 10 WORDS you must absolutely avoid in any marketing
campaigns or USP formulations, or you'll have defeated all your work.
You'll learn specific strategies for HOW TO PULL FIRST TIME
CUSTOMERS OVER THEIR PRE-PURCHASE JITTERS so that they end up becoming
the low cost, loyal customers who keep buying from you again and
again.
You'll learn 14 "BELIEVABLE REASONS" you can advertise for holding
a sale that will have customers rushing through your doors, because
without a reason for your sale, your results will usually remain
lackluster.
You'll learn of 224 DIFFERENT "MARKETING WEAPONS" or strategies you
can use for getting your USP into the minds of your customers (radio
ads, gifts, ezines, videotapes, etc.).
Not only this, but we'll analyze step-by-step the USP of many
famous brand name companies, products and services to show you how
these lessons apply. Then we'll dissect the USPs of famous service
professionals, and then study dozens of examples on how to create a
USP for your own situation.
Whether you are an Internet Marketer * Pizza Parlor * Webmaster *
Franchisor * Restaurant * Auto Detailer * Tailor * Photographer *
Coffee Shop Owner * Beauty Salon * Auto/Truck Leasing Agent * Bank
Executive * Doctor * Plumber * Builder * Real Estate Broker * Flower
Shop Owner * Business Consultant * Commercial Real Estate Agent *
Landscaper * Commercial Tenant Rep * Advertising Agency * Architect *
Contractor * Courier * Dentist * Florist * Dry Cleaner * Wholesaler *
Bookstore * Bakery * Printing Shop * Chiropractor * Funeral Director *
Travel Agency * Coin Dealer * Fitness Club * Health Club/Personal
Trainer * Accountant * Interior Decorator * Software Programmer or
Publisher * Grocery Store * Engineering Contractor * Insurance
Salesman * Financial Planner * Radio Host * Heating and Air
Conditioning Specialist * Private Investigator * Tanning Salon * Hotel
* Astrologer * Interior/Exterior Painter * Office Equipment Company *
International Trade Consultant * Limousine Driver * Physician *
Internet Marketer * Office Supply Store * Jeweler * Executive Coach *
Marketer * Job Seeker * Pet Shop * Lawyer * Pharmacist * Retailer *
Clothier * Auto Dealer * Meeting Planner * Nutritionist * Plumber *
Warehouse Storage Facility * Publisher * Carpet Cleaner * Officer
Supplier * Nursing Home * Phone System Supplier/Integrator *
Printer/Broker * Property Manager * Residential/Commercial Landscaper
* Gardener * Motivational Speaker * Retail Business Owner * Service
Business Owner * Dancing Studio * Venture Capitalist * Business Coach
or Broker and MORE ... you'll find countless examples of USPs to study
and model.
Don't look for your specific business or profession on the list --
Everyone can benefit! These are just randomly selected examples of the
types of businesses and professions that greatly benefit from niche
marketing and finding a USP. No matter what your profession or
business, you can benefit too because having a USP and marketing niche
is the CORE OF ESTABLISHING A COMPETITIVE ADVANTAGE.
As I write this I just got off the phone with Carl Turner, famous
marketing consultant Jay Abraham's chief lieutenant, who told me that
the most difficult and critical step in order to help ANY BUSINESS
with their marketing was to first come up with a unique selling
proposition. Without a USP, he said, none of the other marketing
strategies would seem to work! You've got to get your USP down first,
and yet people don't want to do it because they find it troublesome or
just don't know how.
So you can end up spending your money on a $25,000 seminar, $10,000
boot camp, $5,000 conference, $1,500 set of training CDs, $ 700 piece
of software, or $500 doodad whatchamacallit (we've all been there) but
they won't work or give you with even a fraction of their value if you
don't come up with a sweet spot USP.
In the "HOW TO WRITE A MILLION DOLLAR USP," we'll hold your hand
and go step by step through ten different ways to arrive at your USP,
which some people even complete in less than an hour, and we'll have
you ready for a brand new business turnaround on Monday morning! Yes,
you have to use your brain cells a bit in answering some questions,
but in answering those questions you _WILL_ come up with a USP. The
key is what you ask and in what way to ferret out the exact words and
principles important to your customers. That's the basis of you unique
selling proposition.
"THE 'MILLION DOLLAR USP MAKER MANUAL' IS EXACTLY WHAT IT SAYS IT IS,
NOT SOME 'HOT WORDS' FODDER FROM AN 'EBOOK MILL.' THINK FOR A MOMENT!
...
IF A UNIQUE SELLING PROPOSITION HAS PRODUCED BILLION DOLLAR RESULTS
FOR SOME ... _WHAT IS THE LEAST IT CAN DO_ FOR YOU? JUST FORMULATING
IT INTO AN 'ELEVATOR SPEECH' ALONE CAN WIN YOU THE NEW SALES AND
CLIENTS YOU WANT "
This is the most complete, authoritative, comprehensive and
moneymaking book on how to create a USP that you'll ever find. With
the right USP, it is no exaggeration that you can become a millionaire
by finding that "sweet spot" that literally forces customers to buy
from YOU, so that you can sit back and start selling without seeming
to do any work at all.
In "HOW TO WRITE A MILLION DOLLAR USP" you'll also learn HOW TO USE
YOUR USP TO MOTIVATE YOUR STAFF, SET STANDARDS AND ACCEPTABLE CONDUCT,
ALIGN YOUR COMPANY'S OPERATIONS AND ESTABLISH OPERATIONAL AND "IMAGE
COHERENCE" THROUGHOUT ALL YOUR OFFICES AND FACILITIES. A powerful USP
that hits home can become your very reason for being, your purpose for
existence, your motivational impulse and the yardstick by which your
company and its employees will be measured. Crafting a powerful USP
can not only turn around your personal fortunes by doubling or
tripling your sales, but insure your company's survival.
NOT ONLY CAN YOU USE A USP TO MOP UP YOUR COMPETITION, BUT YOU CAN
USE IT TO CREATE A LEANER, MEANER, MORE EFFICIENT, MORE MOTIVATED,
MORE EXCITING, MORE PROFITABLE ... BASICALLY A HIGHER AND BETTER
BUSINESS. In fact, if you create your USP in the right way I'll show
you, you won't ever be competing against another product, service,
business or person again but will only be competing against yourself.
You can use it to "kick it up a notch" so that in your NEW POSITION,
you're the only one around.
Sound good? It should.
All marketing consultants will agree that coming up with a powerful
USP is one of the first and foremost "TOP 5" PAINLESS ACTIONS you can
possibly do to TURN YOUR BUSINESS INTO A MARKETING SUPERSTAR and give
yourself the ultimate unfair competitive advantage. With the right
product, business and procedures behind it, it can make people
absolute millionaires.
Remember, not only are you going to learn how to create a USP that
can bring to life your wildest entrepreneurial dreams, but in "HOW TO
WRITE A MILLION DOLLAR USP" you will learn HOW TO CREATE A PERSONAL
USP AND PERSONAL BRAND IMAGE, AN ELEVATOR SPEECH, A SIG FILE AND AN
ALIGNMENT AND MEASURING MECHANISM THAT WILL HELP YOU MANAGE YOUR
BUSINESS.
As a New York marketing consultant I usually charge $500 per hour
to develop USPs for website owners, businesses, service professionals,
products and services, but my time is limited. Now you can get all my
inside information, all my strategies and all my experience at a
fraction of the cost .
"I got my payback immediately, and who knows what the final multiple
will be."
"Not only did I find 2-3 ways to sharpen my USP from your manual,
but I found some copywriting tricks that I immediately applied to my
website to increase sales. You were not kidding when you said this
would help any business and that it was worth potentially dozens of
times more than the asking price. I got my payback immediately, and
who knows what the final multiple will be. You have to be an idiot not
to benefit from this material. There aren't just ten ways to write a
USP (I liked the middle ones best) inside because you gave me a
marketing goldmine of other materials as well. I'm ecstatic with what
I'm going to be able to do with this stuff!"
PLATO ROSINKE
www.prostatemagic.com
NEW YORK
"This is a key resource I keep handy in my office"
"How To Write a Million Dollar USP is a great resource for
professional marketing people, salespeople, entrepreneurs and business
owners. In todays competitive marketplace youve gotta have
differentiation that builds value in the minds and hearts of your
prospects Bodri shows you how to position yourself, your message and
your company for maximum value with a powerful USP. This is a key
resource that I keep handy in my office and would recommend it to
anyone who wants to know the why to and the how to about USPs."
RYAN PITZ
Sales Trainer
THE BROOKS GROUP
"I have ... been applying the principle of offering unique service
to my clients since reading the manual and if the unprecedented amount
of work I have now is any indication (at a time when the building and
landscaping industries are generally said to be slowing down in
Australia) then the principle is certainly working."
"I am sending you this flyer, which I recently designed after
reading your USP Manual. I have tried to apply the principles of a
unique selling proposition as I understood you to have explained them.
I may have failed in the area of simplicity. ( I am sending it not to
ask for a critique as I know you are busy but simply to demonstrate
that I have tried to put into practice what you have taught. If you
wish to comment of course it would be welcome). I haven't, however,
been able to gauge the success of the flyers yet as I simply haven't
had time to organize delivery of them because of being so
exceptionally busy. I think the ideas set out in the USP manual have
great potential for my business, and they seem very logical and
pragmatic, and I am looking forward to putting them to the test of
further practice. I have also been applying the principle of offering
unique service to my clients since reading the manual and if the
unprecedented amount of work I have now is any indication ( at a time
when the building and landscaping industries are generally said to be
slowing down in Australia) then the principle is certainly working."
JOHN STORY
Landscaper
TIMELESS LANDSCAPES, AUSTRALIA
"NO-KIDDING AND NO TRICKS: THIS 'MILLION DOLLAR USP MAKER MANUAL'
COMES WITH A CALL-THEM-LIKE-You-See-Them
100% Satisfaction Guarantee"
Your success in using these powerful Unique Selling Proposition
secrets is unconditionally guaranteed. Heres my 100% iron-clad,
bulletproof, no quibbles, no hassles, no problems, money-back
guarantee offer:
"READ MY SIMPLE 100% NO EXCUSES MONEY BACK GUARANTEE"
HOW SURE AM I THAT MY USP MANUAL WILL WORK FOR YOU ? Simply fill out
the form below and grab your own copy right now. Skip all the reading
and just dive on in to exercises 3, 4 and 5 to get a quick grasp of
your best possible USP in minutes, and you'll instantly see if it's
the miracle we say it is.
I personally guarantee that if you order this easy-to-use USP
creation manual, and go through the exercises, you cant help but have
a USP in a little over one hours time, and will definitely profit by
it.
If you are not 110% absolutely thrilled with your purchase, then I
will refund your entire purchase price for a full two months, no
questions asked, no hassles, no gimmicks, no stalling, no excuses.
THAT'S HOW SURE I AM THIS WILL HELP YOU!
With the promise of a full refund if you're unsatisfied, you have
nothing to lose by trying the USP manual. Go ahead - grab your copy
and create your USP today.
Now, is that a great deal for the very one thing that can turn
around your business and take sales to a whole new level, or what?
Thats how confident I am that you will find not 5 or 10 or 15
useful pieces of information but dozens and dozens and dozens of
nuggets of incredibly useful strategies, tips and pointers within this
book for how to set you on the course that will make you a marketing
tiger while your competitors remain mice. JUST THE 224 MARKETING
WEAPONS, 6 WAYS TO CHARGE PREMIUM PRICES, 14 BELIEVABLE REASONS YOU
ARE HOLDING A SALE, AND 32 CREDIBILITY FACTORS YOU CAN ADVERTISE ARE
ALONE WORTH TEN TIMES THE INVESTMENT IN THIS MANUAL!
What am I saying?
They're worth _at least_ 100 times the price of the manual,
MINIMUM, because they will bring in more sales IMMEDIATELY. Plus,
you'll not only learn how to create a USP for a product, service or
your business from this manual, but how to create one for yourself so
that YOU CAN FASHION A PERSONAL BRAND IMAGE.
So, what have you got to lose? You can now try out the "HOW TO
WRITE A MILLION DOLLAR USP" MANUAL yourself RISK FREE and see if it
works for you. I'm so confident that this information will totally
transform your business into a more profitable, more successful, more
fist-over-fist cash-in-hand moneymaking machine, which is why I'm
offering such a generous guarantee.
There is no risk on your part at all. The risk is entirely mine.
If the information I give you in "HOW TO WRITE A MILLION DOLLAR
USP" doesnt produce sales and profits for you in the next 30 days then
I'm the loser here, not you, because you'll have ALL my strategies,
knowledge, inside information, consulting secrets and
marketing-management techniques for no cost whatsoever, and if you've
been missing a USP until now then you're guaranteed to make money with
this material. ... Look here, I'm not talking about simply recovering
your investment of $97, which is less than the cost of an hour of
consulting or working with a lawyer, but because the information in
this manual is so powerful I can guarantee you can be making thousands
of times that back in two or three or four months time. I honestly
feel it's impossible for you not to profit from this manual,
especially because of all the extra copywriting, NLP and management
secrets I've thrown into it.
"I can't believe how many opportunities started popping up as I went
through these exercises. Simply Awesome."
"People pay marketing agencies TENS OF THOUSANDS OF DOLLARS for the
expertise you're practically giving away in this book! This is the
most practical, comprehensive guide to this core marketing principle
I've ever seen. Market positioning, alignment and differentiation
basically all come down to the USP and this book easily gives all the
info. anyone needs to put it into practice immediately.
"This is a must read for anyone who needs marketing expertise to
succeed. Read this and literally take years off your marketing
learning curve. The real life case studies, practical advice and 10
specific, detailed methods of determining and developing a USP make
this THE reference guide and How-to book for dominating your market.
"Thanks again. I can't believe how many opportunities started
popping up as I went through these exercises. Simply Awesome."
JOHN NEWTSON
Copywriter
WASHINGTON, D.C.
HERES A QUICK PEEK INTO JUST A FEW OF THE THINGS YOULL LEARN BY
ORDERING "HOW TO WRITE A MILLION DOLLAR USP"
* How to uncover the "SUPERIOR PROMISE" inherent in your product or
service that your customers are aching to experience, and the
"ULTIMATE ADVANTAGE" and EMOTIONAL BENEFITS you can promise them for
interacting with you
* How to turn product features into benefits through the magic of
"which means" phrasing
* How to create a breakthrough, revolutionary, clear-cut, BOLD
_WOW!_ DISTINCTIONS so that customers have a reason to buy ONLY FROM
YOU instead of from anybody else -- forever!
* How to become a NATURAL MONOPOLY that can AVOID THE COMMODITY
PRICING PRESSURES that end up eventually crushing most businesses (and
which cause 80% of businesses to fail within 5 years)
* How to create a POSITIVE DISRUPTION IN THE MARKETPLACE (for you,
that is) which will leave your competitors wondering what hit them and
scrambling for cover as you start sucking up their customers like a
vacuum cleaner on steroids
* Not one (the only one marketing consultants know), but 3 ways to
play the PREEMPTIVE MARKETING ADVANTAGE game and become the only one
gobbling up what was previously "fixed" market share in a generic,
stable, established industry
* How to attractively position yourself so that you homestead the
CUSTOMER'S EXACT MENTAL REAL ESTATE that guarantees you "TOP OF THE
MIND" AWARENESS for your goods and services, and how to develop NICHE
MARKETING STRATEGY
* When you should ever alter or change your USP, so that things
don't remain static forever, and in what direction you should change
to go with the trends
* Why and how you can create an incredibly APPEALING VALUE RATIO of
what customers get to what you charge, which will make your package
"chocolately irresistible"
* The exact words and phrases you must _never ever use_ in any USP,
why you should strive to get your USP DOWN TO 7 WORDS if you possibly
can, how to use the ALLITERATIVE POWER OF THREE IN MARKETING COPY, and
why CITING SPECIFIC NUMBERS in your USP and advertisements can amplify
your sales results by many fold
* Which customers you should not sell to, and why you shouldn't be
trying to appeal to everyone if you want to make more money (Some
types of customers and market segments should never be touched even
with a 30-foot pole)
* How just by working on crafting your USP -- in a team or by
yourself -- can release a CHAIN REACTION OF BRILLIANCE that will
spread throughout your company and all your subsequent marketing
efforts
* How to TAP INTO THE MAIN THING that's significant and relevant to
customers, and how to uncover your CUSTOMERS' GREATEST FRUSTRATION to
make it the center point of your business proposal
* How to perform DIPLOMATIC SALES SCRIPTING tests to increase the
value of the words you say to prospects, and increase the number of
prospects who "convert" and buy almost as if by magic
* Since customers are cynical and don't trust nearly anyone anymore,
you'll learn how to PERFUME ALL YOUR MARKETING MESSAGES WITH
CREDIBILITY so that there's a REAL REASON TO BELIEVE you can deliver
on your promises -- these 32 secret strategies (more than anyone else
has ever put together) are guaranteed to ring up your sales
* Why you should NEVER CHAMPION MORE THAN TWO BENEFITS IN A USP, and
why promoting too many benefits makes you seem "less believable" in
customer eyes ... and will actually decrease your sales !
* You'll learn how a well thought out GUARANTEE made L.L Bean a
BILLION DOLLAR GIANT, and how it can revolutionize your results as
well
* While testimonials and endorsements are usually most powerful form
of SOCIAL PROOF, you'll learn a thousand dollar FUTURE PACING NLP
SALES SECRET that gets customers to buy when they don't believe that
your other customer stories apply to them
* You'll learn the importance of IMAGE COHERENCE so that customers
do not make any negative "UNCONSCIOUS PARALLEL ASSUMPTIONS" about your
business that cause you to lose clients (like visiting a doctor who
has a dirty waiting room and thus leaving because you believe he's
unsanitary)
* How to test your USP in a hundred different ways before committing
the big capital to your idea
* How to use the 80-20 RULE to find out what customers really want
and then design your business so you get more of the top tier, highest
profit, easiest-to-deal-with customers
* How to conduct advertising campaigns after you've gotten your USP
down, use advertising to literally DOMINATE A NICHE MARKET, and how to
avoid wasting money anymore while getting maximum impact for your
advertising dollar
* How to use Chinese strategy to TURN YOUR BIGGEST DISADVANTAGE
INTO A COMPETITIVE ADVANTAGE, REPOSITION YOUR COMPETITORS and use a
certain type of USP that turns "yin into yang" and defeats any
opponent in politics
* You'll dissect the USPs of famous international products,
services, people and companies such as DeBeers diamonds, Maxwell House
coffee, Avis Rent A Car, Anacin, Midas Muffler, Miller Lite, Dominos
Pizza, Federal Express, Enterprise, M FONT-SIZE: 10px; FONT-FAMILY:
serif; TEXT-ALIGN: center">
5 Really Good Reasons You Should Grab Your USP Manual Right Now!
The very first step of any "marketing makeover" for transforming a
business is first developing a powerful USP. You definitely need one;
a business without a USP is like a car without a steering wheel
Once you start using your USP, you will be able to automatically
attract more valuable customers to your business with less time,
effort and money. Life will become easier.
A USP will help you deal with the relentless marketing efforts of
your competitors. A USP will lower your competitive worries because
your competition becomes insignificant.
The USP manual and materials are affordable, and don't require a
lot of time to master. In a little over an hour with the workbook, you
should have it.
With a USP in place, all your other marketing efforts will gain
coherence and start falling into line naturally. Your struggling
business can now become a powerful ASSET as your marketing efforts
achieve more IMPACT!
By the way, three other top marketing consultants learned what I
was doing with this manual and said I was crazy for revealing all
these secrets because it's how I make my living. They thought I was
crazy for telling everything about how someone can create a USP
themselves. Well, they may well be right. And I might even take their
advice and raise the price of this manual in a short while or even
take it off the market so that individuals have to come to me again
and ask me to help create a USP for them at $500, $600 or $700 a pop.
But what's most important for you to consider, however, is that
fact that competitors are making life hard for you RIGHT NOW and that
you probably _want to get this information first before your
competitors do_. So to help you out, and make this investment even
more attractive than it already is, I'm including for a short while
the following Bonuses that are worth more than the price of the manual
itself...especially the sales scripting manuals!
YOUR AUDIO BONUS
To make the process of creating your USP crystal clear, I've also
recorded two sets of audio instructions to get you started on the
creation process right away. If you follow my instructions in the
manual and in the audios, you're sure to identify a USP competitive
advantage to help your business grow without competition.
Extra Bonus Value $97
YOUR INTERVIEW BONUS
You'll receive the written transcript of an audio interview I've
done with master business expert, Michael Senoff, who has interviewed
countless marketing masters. Within these interviews you'll learn how
to use the USP in your marketing mix, and receive yet another
different angle on how to create a powerful USP in no time at all.
Extra Bonus Value $45
YOUR SALES SCRIPTING FONT-FAMILY: serif; TEXT-ALIGN: center">
"I cannot overemphasize the importance of the information you offer
... This is something every business owner should get."
"I deal with all sorts of small businesses and entrepreneurs and the
biggest problem they have is coming up with a unique selling
proposition so that they can position themselves against their
competitors and stand out. Only a powerful USP will make you the
"provider of choice" for customers, and what you've done here is make
it dirt simple for anyone to come up with an outstanding USP. Having
sold countless marketing seminars and tapes over the years, I cannot
overemphasize the importance of the information you offer, and just
how good this manual is. In fact, I have never found more than one or
two ways to create a USP in any of these seminars that I'm constantly
selling, and you've come up with 10 ... and added important
copywriting and marketing strategies as well. This is something every
business owner should get, especially at such a reasonable cost. When
I think about it, those new internet marketers could use it as well
since you also talk about how to create a USP for website branding."
MIKE SENOFF
Marketing Consultant
WWW.HARDTOFINDSEMINARS.COM
"If you're struggling with the concept; know you need a one but
cannot quite figure it out; then How to Write a Million Dollar USP is
the answer.""
"The USP is the cornerstone of any marketing strategy; everything
flows from creating a good USP.
Bills, book and recordings are packed full of useful advice and
techniques about what a credible USP is and how to go about creating
one.
If you're struggling with the concept; know you need a one but
cannot quite figure it out; then How to Write a Million Dollar USP is
the answer."
MARK WHEATLEY
Results Driven Marketing
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1135 Terminal Way Suite 209
Reno, Nevada 89502 Phone 718-539-2811
