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Monday, January 7, 2008

Create a Killer USP to Build Your Super Profitable Multi-Million Dollar Empire

Your Unique Selling Proposition, or the USP, is the core of your marketing strategy and should be the starting point for building your multi-million dollar empire. Successful marketing requires that a business must have a competitive advantage, something that sets it apart. Your USP sets you apart from your competition and makes you unique. If you can't differentiate yourself from your competition, one of you is unnecessary!

Rosser Reeves tells us that consumers will typically only remember one strong claim or concept from an advertisement. This is why it is so critical that you promote your uniqueness to stand out from all of the clutter bombarding your prospects every day.

Your Unique Selling Proposition Must Answer These two Questions

Why do people buy from you?
If they aren't buying from you, why should they?

Your USP Also Must

Differentiate you from any and all competition
Emphasize a desirable and positive customer benefit
Be easily understood
Be used repetitively in your marketing efforts and become ingrained in your company's culture. From the CEO to the receptionist to the delivery drive or cashier, all staff must be on board.
Create an Immediate Emotional Connection that makes people want to do business with you - IMMEDIATELY!
Elicit the response from the prospect, "Whoa!! How do you do that?"

Is a USP a Mission Statement?

A USP is NOT a mission statement. When you get right down to it, customers and prospects really don't care about your mission statement, how many years you have been in business or that you just built a new building. They care about what your product or service will do for them. They care about what problem will it solve for them or what need will it fill. Take a moment to think about FedEx. Do you care it is their mission to be the number one overnight carrier in the country or do you care that they won't lose your package and that it gets there the next day?

When you have a powerful Unique Selling Proposition, creating a compelling marketing message to use in your advertising, direct mail and other marketing tactics becomes a breeze. If you don't, marketing your product or service becomes very difficult and you will be condemned to forever trying to figure out why customers aren't beating a path to your door.

The Four Steps to Determining Your USP

Conduct a focus group meeting with the company executives and the staff (Tip If you are the owner of your own company, ask yourself why you started your company. Your passion in your answer will often often reveal your USP.)
Survey your customers, both past and present and ask them why they do business with you and what they think makes you different from your competition. Ask them why they continue to do business with you and if they would recommend you to their friends and associates.
Survey your competitors. Determine what you are doing differently and better than they are doing. Use the Web, Yellow Pages, phone calls or personal visits to their businesses.
Write it up. Ideally, it will be 90 words or less. Avoid the temptation to try to create a slogan or a catchy phrase. You will eventually be able to do so but remember that this is a process of describing what makes you unique, not creating an ad. after you've defined your uniqueness, creating the slogan or "elevator speech" will be much easier.
Your USP must tell your audience what you do for them, not just what you do. What is the killer benefit they get from doing business with you? What problem are you solving for them. Look at your USP. How many times do the words "We" or "I" appear? Where can you remove those words and replace them with "YOU"? Remember, you are telling your prospect what you do for them, not what you do.

When creating your Unique Selling Proposition, your first tendency will probably be to say something like We have the best service, quality, price, staff, etc. You must be more specific because your competition is saying the same thing. In addition, consumers are expecting service and quality. If you don't offer good service, then you will lose customers and sales.

What exactly makes your service the best? Why do you have the best quality? Why do you have the best staff? Is it something that your customers and prospects will notice? Is it so noticeable that they will talk to others about it?

If you've shipped a package via FedEx, I venture a guess that you have a feeling of confidence when you see the driver leave with your package that absolutely, positively has to be there overnight. That is one of the most recognized USPs in the United States. Note that they also deliver on the promise, which is critical to sustained growth and profits.

Almost anybody who has visited walt disney world or other Disney theme parks inevitably notice how sparkling clean the parks are. It is a challenge to even find a light bulb that is burned out! The cleanliness is no accident. It is part of the disney aura, the disney marketing magic and the Disney USP.

Disney knows that when you go home, you will tell friends and relatives about the cleanliness. Clean = hygienic, clean = safe, clean = safe attractions. They all result in strengthening the message that disney is a great place to take your family!

Next Step - Integrate the USP

after you've created your powerful Unique Selling Proposition, your next step is to integrate it into your organization. after all, if your customers, prospects and staff don't know why you are so great and unique, it won't do you much good. It is your job to tell them, not their job to find out!

A major mistake companies make with their USP is that they don't t live up to it. It's critical that you do a thorough review of your operations to insure that you can honestly live up to your USP. If you guarantee a level of customer service and it takes you three days to return a phone call or your front line staff ignores a customer when they visit your store, then your USP is nothing more than an empty phrase.

When you speak to clients, tell them what makes you so great and say it with a passion! Constantly remind them about why they chose to do business with you. Reaffirm their great decision to do business with you over your competition. Don't assume that they will remember.

Consumers are being barraged with an ever-increasing number of advertising and media messages. Due to this barrage, the human mind defends itself by ignoring the messages. Use your USP to break through these defenses and become the obvious choice for your product or service in your market. Be bold and above all, BE UNIQUE!

Paul Flood Marketing helps small businesses who are struggling to increase their sales. I implement a powerful "hidden Marketing Assets" system guaranteed to increase sales and profits by 25% or more in as little as 90 days or less, without spending more money on advertising. If you are ready to literally explode your sales visit http://www.paulfloodmarketing.com

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Sirius Satellite Radio - Bringing Back the Independence

Sirius satellite radio is sometimes compared to cable TV, and in a way that comparison is valid. While cable opened up new channels, new programming, and eventually channels that could go around the censorship imposed by networks, satellite radio has to be received via subscription, and so has independent shows. Like the best of cable channels, many boast no commercials. one of Sirius' favorite advertisements is the claim of "100% commercial free music," which is made possible because of the monthly subscriptions paid by users.

Sirius satellite radio was previously known as CD radio, but changed their name in 1999. The way Sirius works is that there are three satellites in a constant orbit above North America to ensure coverage, and as of this writing Sirius provided a minimum of 69 different channels for music, and another 60 for sports, news, entertainment and other miscellaneous channels. Business wise, they work very much like cable. There are monthly subscriptions, low activation fees, and even a one time 'rate for a lifetime' subscription (around $500 as of this article).

While to some it seems like all these advertisements on television for Sirius Satellite Radio may have come from nowhere, in fact this company is based on a steady and smart business philosophy that has allowed them to grow rapidly. one of the main strategies to attract people to this new technology has been to obtain contractual deals with some big-name entertainers, both in music and in other subjects. For example, Martha Stewart and Lance Armstrong are both signed on Sirius Satellite Radio. one channel caters to the domestic crowd, the other to sports. These two shows bring in two different demographics of people, both of which will hopefully find enough other channels they like to keep re-subscribing.

big name musicians often have their own shows. Jimmy Buffett, Bruce Springsteen, and the Rolling Stones are just a few of the major examples of stars who have their own shows or specials. In addition to this, it has also created specific niche channels like "underground Garage" for garage rock, and "Outlaw Country" for alternative country music. This helps bring in the niche groups that may have smaller, but much more devoted, followings.

Of course nothing compared to the historical deal that Howard Stern signed which made headlines and forced his millions of listeners to grab a subscription to continue to listen to his show, something that millions were apparently ready to do. This huge shift has resulted in a giant base of listeners that guarantees that this is not a flash in the pan advance like the 8-track, but is a form of radio entertainment that is around to stay. For those who haven't tried it, Sirius Satellite radio has a wide variety of channels for just about everyone, and it might just be time to see what it has to offer you.

For more satellite uses please visit http://www.satelliteinnovation.com a popular satellite website that provides tips, advice and satellite resources. Try visiting our latest information page on Sirius satellite radio

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