Beginning business builders have a soft spot in my heart. I remember what it was like to work my way through the guesswork, systems, and tasks of each day in my new business. Running a family, homeschooling my children, and just the day-to-day activities that go along with these two things put me in a position where decisions had to be made quickly or I would fail.
To many, this may sound like a risk, but it actually turned out to be invaluable in my business building career. Being forced to make quick decisions, act on what I could, and target later was a normal way of doing business. It wasn’t until Michael Masterson declared that the “Ready Fire Aim” approach was the way millionaires operated that I realized I might know a thing or two about business. I previously thought it was a case of “Mommy ADD” and had to improvise.
But guessing and shooting without knowledge is not the best way to build a business. Especially when it comes to basic marketing skills and understanding how to create attention and response for your products or services.
As I have worked with clients at companies ranging from start-ups (less than $50,000 in profits) to highly successful (more than $2 million in profits), it has become very apparent to me that many people struggle with the idea of of a single sale. Proposal. Some companies are actually operating with one that they have no idea they are doing so well. Others think that they are doing very well with their USP and they are very wrong.
How do you find a USP anyway?
A unique selling proposition is something that causes copy to convert better, traffic to stay longer, and deeper relationships to be built within your customer base. It is what sets you apart from any other online business. The USP of your company and product is what can make it go viral very quickly or… stay dormant forever.
Here’s an example: Let’s say you market a weight loss product that literally changes the way the body works, causing the pounds to drop more quickly. Also, when over 100 people tried this product, it was pretty obvious that no matter who took it, the results were always amazing.
If your marketing is aimed at rapid weight loss, a smaller tummy, and a firmer buttock, you could sell a couple hundred or even thousands of products. However, if your USP was that your product is the only one on the market that doesn’t require you to eat a low sugar diet and is easy to follow AND tastes great, now you have a good USP and a million dollar marketing plan. Dollars.
Let’s see how you get there.
What does your product or service do for me, the customer? “What is for me?” is what everyone asks before making a purchase. GIVE ME the benefits.
Are here:
1. You no longer have to follow a low-glycemic diet to lose weight.
2. You can eat your cake and still lose weight too.
3. Weight loss happens even if you are in menopause, have a health problem, or have never lost weight before.
Now… let’s create a killer USP that no one can turn down. This will lead to your OFFER.
“Even if you’ve failed every diet known to man, this is the last program you’ll ever follow!”
And… This is the program that was unanimously tried by every person who lost weight. Without depriving the body of food that tastes good, sugar or sweets.
Going far beyond simple weight loss, a trimmed waist, and a tighter booty, she now has a USP that would be hard to beat.
Marketing 101 says that you must have the 4 U’s to be successful:
Only
ultraspecific
unbeatable proof
unable to resist
In your sales copy, your emails, your Facebook posts, and your tweets, tell me what’s so unique. When you write the landing page, please give me everything you have that shows me that you are very specific and I can’t find this type of product at Walmart or Target. Kill me with bullets and bullets of testimonials and delusional results. Then offer me something I can’t refuse, like a 120-day trial or my money back AND free shipping.
This is the making of an incredible marketing campaign. It’s also one of my go-to tools that I use when helping a business or client rework their message, offer, and sales copy.
Guess what? It works every time.
Clients have hired me to come to their workplace or office and spend an entire day reviewing their USP, their sales copy, their current conversion, their marketing channels, and everything they are using to build their business.
We don’t spend a whole day talking about your WordPress header, your email program, or your on-page fonts and colors. These are side issues.
We hit my “VIP Day with Sandi” hard, which really makes cold hard cash.
As you build your website and learn to work with WordPress, remember this simple fact I learned from my good friend Rich Schefren of Strategic Profits:
“Your HOW (the systems, processes, and technical aspects of the business) doesn’t matter at all if you haven’t already understood the WHAT.”
This is the key to your WHAT. Find it… and you’ll win the competition and never ask for bread again.
And now… you can do it yourself! Have fun finding your USP…it will pay you handsomely if you do.