Check out this video from Nathan Salmon.

And, grab more info from Nathan at his site:

TrafficVaultSecrets

Hey, wanna pretty much guarantee your marketing and advertising campaign sucks, blows your cash, and doesn’t deliver sales and profits?

Simple.

Just forgot about the delivering…

“…a genuine and compelling difference that is not only unique but is valued for its uniqueness.”

Well said, Sandra Bekhor, of Bekhor Management, a Toronto marketing consulting firm.

Sandra also points out that crafting your Unique Selling Proposition ain’t easy.

Sure enough… figuring out your “genuine and compelling difference” does take some thought and effort, but stay tuned…

You’ll discover a step-by-step approach to Nailing Down Your Unique Selling Proposition

___________________________________________

___________________________________________

Looking for the secret to a powerful Unique Selling Proposition to fuel your small business marketing efforts?

Here’s an article from Sean D’Sousa that illustrates the power of “Why” in your marketing.

————————————————————————————–

The Power of Why:

Your Psychological Ally To Marketing Success!

Here’s why ‘WHY’ is such a profit-making marketing trigger.

“Stop taking two and three plates of food,” my mother said to me angrily.

I was at a wedding and seven years old. Back then, at a lot of the weddings we used to go to, the food would be pre-served on a plate. I could never get enough of those calorie-ridden platters. Waylaying different waiters, (so I would not be recognised), I’d polish 3-4 plates without blinking an eye.

Mum wasn’t impressed, and told me to stop and desist.

“Why?” I’d ask. Her stock reply was always, “It’s bad manners to do that.” This Dustbin Hoffman (yes, I do mean Dustbin and not Dustin) act obviously got her goat, but it left me unfazed. It must have bugged her more than I expected though, because in a short while Dad was peering down at my food-stuffed face.

My question remained unchanged. “WHY?”

“If you invite a hundred people to a wedding, how many would you cater for?” he asked. “A hundred,” I answered, proud of my analytical genius. “If you ate four plates,” he continued, “how many would remain?” He prompted quickly, “Ninety-six right?” I nodded vigorously. “That means some people don’t eat. If you’re so hungry, we can go out after the wedding and get something to eat, but don’t deprive others.”

Dad Made Sense. Do You?

Dad understood psychology. He had to sell my brain an idea that my rumbling stomach didn’t want to understand. And he did it by answering the question, ‘WHY?’ How many of us ignore this powerful trigger in our marketing because it seems too obvious, almost too simple?

Why ‘Why?’ Puts Elvis’ Shaking and Moving to Shame

Let’s examine the six honest men. What, How, When, Where, Who and Why. Which one of these is the most powerful psychological movers of them all? This would be better answered with an example.

Let’s assume you needed to go to the supermarket. All the other triggers (how, when, where, who and what) would make absolutely no difference if you didn’t know ‘WHY’ you were headed there. Everything else would be totally irrelevant. Once you know WHY you’re doing something, everything else is just a matter of logistics.

Why Does 90% of Advertising and Marketing Communication Go Down the Drain?

Simple. Look for the WHY in advertising and scarcity pops up instantly. All the fancy layouts and the smart headlines can’t quite compensate for the niggling question that goes unanswered. All your customers want to know is, Why should I choose you? Why should I take this decision? Why should I spend this money? Why should I look at your website? Why should I read your brochure?’ Why should I listen to your speech? ‘Why? Why? Why?’

Dump the cotton woolly fluff. Get your customer’s brain to go scrambling like an over-enthusiastic pup after a Frisbee. Once you have enough WHY factor built into what you’re selling, everything else is just clip, clop, fall in place stuff.

Be an Accountant, Do an Audit

Look at your communication. Like reeeeeeeaaaaally look at it! What about your website? Does it answer the question WHY straight up? And does it do it on the first page? How about your brochure? Does its headline make it a cinch for dustbin land? What about your speech? Do you have enough beds to compensate for your lack of WHY?

I could go on, but I suspect you get the message.

Be merciless. If the WHYs don’t stack up, dump the communication. Or chop and change it till it does.

Finding the Right Level of Why Power

If you noticed, Mum actually answered my WHY question. She just didn’t answer it to my satisfaction like Dad did. Herein lies a subtle, yet formidable difference.

It’s not enough to simply have the WHY question answered. It’s got to be the most ‘Rambo in your face’ answer, or it will bounce higher than a defaulting cheque. Let your WHYs loose on each other, and let only the one with the most testosterone come out shining.

Aristotle — Man, Was he Smart or What?

All communication must lead to change.

That’s what the old wise man said over 2300 years ago. Not some or most communication.

All.

Yet we are dealing with customers that inherently detest change. WHY is the only motivator that allows them to make that shift. Change is still a scary word, but at least the justification sits nicely in their cranium.

In fact, if you look closely, even a WHAT question like, What’s in it for me?, is really a “WHY” issue. All it is saying is ‘Why should I pay attention?’ Give your customers the WHY factor and their buying sprees will reflect nicely in your growing bank account.

This is simple, down to earth advice. Yet it represents one of the most powerful psychological triggers why people buy. WHY on earth would you ignore it?

===========================
©2001-2008 Psychotactics Ltd. All Rights Reserved.
Wouldn’t you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas, on copywriting, public speaking, marketing strategies, sales conversion, psychological tactics and branding. Head down to http://www.psychotactics.com today and judge for yourself.

___________________________________________

___________________________________________

I’m certainly not the Unique Selling Proposition guru. Like you, I’m always looking and learning to improve my own marketing effectiveness.

One mentor I look to is Robert Middleton. He’s the marketing consultant to marketing consultants.

You’ll find ideas and insights you can use in your business in shaping your Unique Selling Proposition, just as I have.

________________________________________________________________________________________

Your Value Proposition

Next week I’m going to be hosting a TeleSeminar on "Selling to Big Companies" with sales InfoGuru Jill Konrath , so I wanted to warm you up with some very important ideas for demanding attention and getting your foot in the door.

In preparing the TeleSeminar with Jill last week she gave me an interesting tidbit of information. She told me that the average executive buyer (the decision maker you need to get through to) has over 59 hours of work sitting on his desk at any given time!

And then he or she gets your call…

You tell this buyer that you have a new HR services company and that you’d like to come in and tell them about it. Or you you let them know that you are an executive coach and you’d like to send them some information to read.

Put yourself in the buyer’s shoes and ask yourself what you’d do. Would you respond enthusiastically with, "Oh, that’s wonderful! Come on over and I’ll just put this 59 hours worth of work aside and clear an hour or two on my schedule!"

Not likely. Is it any wonder most Independent Professionals completely give up on trying to approach buyers?

In our TeleSeminar Jill and I are going to get into several strategies and techniques to get you noticed and to get your foot in the door, but in this issue of More Clients I’m going to cover just one: The Value Proposition.

Your Value Proposition, or as I usually call it, your Core Marketing Message, is still misunderstood by most Independent Professionals. It’s not just a tagline, sound bite or even an "Audio Logo." It goes way beyond that.

It really is the expression of the essence of your business. It’s the foundation of all your marketing messages. It’s what makes you stand out and be memorable in an overcrowded marketplace of look-alikes. And it always is more about your clients and their businesses than it is about you and your business.

A great Value Proposition has several elements that, combined together, pack a powerful marketing punch that’s hard to ignore. These elements include the following:

1. Your ideal target client - Who exactly are your services designed for? It certainly just can’t be just "medium or large companies." You need to zero in on much more specifically. What industry, department, technology, values?

2. Their problems or challenges - What are they struggling with? What’s not working for them? What opportunities are coming up that they may not be meeting successfully? What keeps them up at night? You need to know this in your head, heart and gut.

3. The solutions or results - Where do they want to go? What do they aspire to? What are they excited about and committed to? After they’ve solved their problems, where are they going to put their attention and resources?

4. The unique angle - What have you got that nobody else has? And how is this an advantage to your clients? What can you do faster, better, smarter than every other Independent Professional out there? You need to know this with a high degree of certainty or you’ll just blend in with everyone else.

When you approach a buyer, whether through a call, an email, an article, or your web content , this Value Proposition needs to pop out vividly and urgently, letting them know you are worth paying attention to.

If you are going to express your Value Proposition verbally, you can usually do it in two well-structured sentences. These statements can be used in a wide variety of situations, from meeting someone at a networking event to calling a big company prospect on the phone.

Audio Logo: We work with companies who have large, widely diverse teams of workers and who are frustrated with high attrition rates and reduced productivity. (target market plus problem)

Follow-Up: Our clients are interested in both cutting costs and increasing retention and appreciate that our "guaranteed worker program" results in the very best workers that stay 295% longer than the industry average. (solution and uniqueness)

If you can develop a concise Value Proposition that is more than just words but is something you can really deliver on, you will find it much easier to get the attention and interest of buyers in big companies.

Marketing Flashes on "Your Value Proposition"

Here are some of the biggest mistakes I see made in developing a Value Proposition.

* Thinking that it’s not important - You’ve go to make this a *Big Deal* because it’s really the key to it all. Sure it sounds complex and abstract. But the turning point in your business is likely to come when you "see the light" and start "preaching your message."

* Not researching and testing - It’s not going to come to you in two minutes (unless you ar very lucky). It usually takes a fair amount of research, brainstorming, testing it on clients and associates before it really clicks and you know you have something that works.

* Not truly differentiating - Often a Value Proposition only gets as far as the target market and the problem. That’s good but it can be too generic. Only when you get into your solution and your uniqueness will you really stand out and be noticed.

* Not having enough depth - A Value Proposition needs to go way beyond those four points and two statements outlined above. It needs to permeate into every nook and cranny of your marketing. Every expression of your business, large or small, needs to reek of your Value Proposition.

* Not having stories - Stories are the most persuasive marketing tools you can use. Take your Value Proposition as the central theme around which you’ll build your case studies and other stories that make a compelling and emotional case for your services.

© 2004 Robert Middleton, All rights reserved.

"By Robert Middleton of Action Plan Marketing. Please visit Robert’s web site at http://www.actionplan.com for additional marketing articles and resources on marketing for professional service businesses."

__________________________________________________________________________________

Unique Selling Proposition, Unique Value Proposition, Value Proposition, Core Marketing Message…

Lots of terms.

No matter what you call it, it really is the "expression of the essence of your business".

And, it’s not something you want to short-cut.

Keep hammering,

___________________________________________

___________________________________________

Just a little food for thought as you kick around your USP creation.

(Yes, we’ll get into the "meat and potatoes" of USP "How-To")

Today over at TechCrunch, Michael Arrington posted Morgan Stanley’s March Internet Trends Report.

Wow… according to this, YouTube and Facebook are blowing up more than ever!

Here’s the tip.

When you nail down your USP, you’ll need to communicate it via YouTube and Facebook… no mattter what or where your business is located.

Yes, that does mean even local offline businesses.

Stay tuned… I’ll share the latest ideas of integrating your USP with these social marketing networks.

___________________________________________

___________________________________________

Yesterday, we talked about the power of words in your Unique Selling Proposition.

Simple 9 and 10 word sentences that built fortunes.

Words DO have power.

And, when mixed with music…

Wow!

Last night, I’m checking MyBlogLog page. I noticed Cath Lawson visited. (Thanks Cath…)

Also, noticed that Cath commented on Joanna Young’s Confident Writing blog.

Humm… hadn’t heard of Joanna. I know how hard Cath works on her writing, and trust her recommendations, so I clicked on over to Joanna’s site.

Joanna. Thanks for the writing lesson. Thanks for the treat of one of the classics from The Boss.

Boy, did this bring back memories of summers at the Jersey Shore and keggers at college.

Listen to the power of the words…

___________________________________________

___________________________________________

…that Pulls, Persuades, and Propels Profits

Impact

“Because the purpose of business is to create a customer, the business has two- and only two- basic functions: marketing and innovation. Marketing and Innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker

Part 1: What’s a Unique Selling Proposition… and Why Do you Need One Now More than Ever

So, what the heck is a USP… really?

And, what’s the big deal about having my very own USP?

Why do I need to spend time and energy on this boring marketing junk?

What’s a Unique Selling Proposition?

Well, let’s look at each of the words, with our marketing caps on…

1. Unique— It clearly sets you apart from your competition. You offer a product, service, emotional experience/feeling that your competition, does not, can not, or simply will not offer. You… and only you… offer this to your prospect.

2. Selling— It triggers emotions and persuades your prospect to exchange money for your products/services.

3. Proposition— It’s a proposal or offer that you suggest to your prospect.

Three simple words. Yet so much more.

Put together, they are the forces that drives your business and success.

How powerful can a USP be in marketing your business?

Let’s look at two powerful… and two of the most successful USPs ever devised.

The first one, a ten word sentence that transformed the life of a struggling college student into a billionaire. It changed the very face of the pizza business, setting a new standard for pizza delivery:

“Fresh, hot pizza delivered in 30 minutes or less, Guaranteed.”

Another 9 words that turned a failing college business idea into a world leader in delivery:

“When it absolutely, positively has to be there overnight.”

These clear, concise, powerful sentences carried Domino’s and FedEx to the top of their industries.

Powerful words turned into powerful marketing forces.

The power of words and a simple sentence to describe your unique business difference is…

Your Most Valuable Marketing Asset

Yes, that’s right…your Unique Selling Proposition, or the USP, is the very core of your marketing strategy.

Your USP sets you apart from your competition and makes you unique.

You see…your Unique Selling Proposition Must Answer These Two Questions:

1. Why do people buy from you?
2. If they aren’t buying from you, why should they?

Not only that…your USP must also:

1. Differentiate you from any and all competition
2. Emphasize a desirable and positive client benefit
3. Be easily understood
4. Be used repetitively in your marketing efforts and become integrated through out your company’s culture.
5. Create an Immediate Emotional Connection that makes people want to do business with you - IMMEDIATELY!
6. Elicit the response from the prospect, “Whoa!! How do you do that?”

Is a USP a Mission Statement?

Nope.

Here’s why: Think about it… Do your clients and prospects really care about your mission statement, how many years you have been in business, or that you just built a new building?

ALL your clients and prospects care about is what your product or service will do for THEM.

What problem will it solve, or what need do will it fill?

Let’s go back to FedEx.

Do you care that 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?

Here’s the bottom-line… and why your USP is your Most Valuable Marketing Asset:

When you have a powerful, effective Unique Selling Proposition, creating a compelling marketing message to use in your advertising, direct mail and other marketing tactics all falls into place.

And if you don’t?

My bet is your marketing pretty much sucks… and selling your product or service is damn tough going.

Why a USP is More Crucial Than Ever

Times Square

Noise.

It’s like we’re all standing in the middle of Times Square, bombarded with the same and lame, “me-too” marketing messages.

There’s no escape.

TV, radio, billboards,newspaper and magazines, direct mail, banner ads, pop-up ads, Google ads. 24/7/365.

Your challenge is to cut through all the advertising noise and clutter and create top-of-the-mind awareness with your Ideal Prospects.

Sadly…

Most All Marketing Fails

Why?

Simple. Most marketing sucks. Not a little. A lot.

Take these tests and prove it to yourself.

Next time you’re all cozy and curled up on the sofa, watching TV with remote in hand…

How quickly you click that remote when a commercial comes on that doesn’t interest you? Better yet, can you remember a TV ad that actually did interest you?

Ok… you’re driving along, listening to the radio. The song ends and a commercial comes on. How quickly do you change the station?

When you’re reading the newspaper or your favorite magazine… Do you even notice the ads, or has your brain instinctively programmed them out?

Now, you’re a marketer and you’re ignoring all the ad noise.

Imagine what your prospect does?

How can you expect to be heard simply by adding to the noise?

You Gotta Do Things Differently

It starts with understanding these marketing fundamentals. It begins with your unique marketing message.

What message do you need to convey to prospects and clients that breaks through and pierces their preoccupation and even resistance?

How does your unique difference appeal emotionally, directly to your prospects needs and wants?

Here’s the thing…

In this busy, noise-filled world, more than ever, people hunger for superior results from the products and services they use.

People are busy. They’re jaded , guarded, and skeptical. Some are cheap and down-right rude. Lots of folks have no time, no patience, and little interest in what you’re selling.

As a result, lots of businesses give up, especially now with the economy slowing down, because they simply don’t know what to do next.

In their gut, they know they need a different approach, but they don’t know what that approach is or how to make the shift.

Lots of small business owners fall into a trap. They overlook the essence, and under-estimate the impact, of exceptional marketing… and how exceptional marketing positions for exceptional selling.

Often times, doing this marketing thinking and innovation is pushed aside in favor of less important, less productive (yet more familiar and more comfortable) duties.

Guarantee Your Place in Your Market

If you’re unique, if you add value that your prospects want that your competition does not offer, you’re almost guaranteed to outperform and out distance your competition.

“Me-Too” businesses are a dime a dozen and easily replaced. The days of competing on price and service are over. Every one can make these claims. A competitive price and good service is expected.

Adopting a Unique Selling Proposition forces you to be clear and define exactly what advantages your clients can expect when they choose to do business with you.

Nailing Down Your USP doesn’t cost you any money

It does require an investment of time and clear-headed, honest, realistic thinking about your business.

Time and though well spent and wisely invested.

So, there you have it…

What’s a Unique Selling Proposition… and Why You Need a USP in Your Business Now More than Ever.

I invite your questions, comments, and disagreements…

And, please share other examples of good… and bad… USPs.

Keep your eyes and ears open. Rather than tune out those ads, see if you can determine the USP.

This will help you think about and craft your own USP.

During the coming week, I’ll share more USP thoughts and ideas, and we’ll move into how you determine your USP.

Talk soon…

___________________________________________

___________________________________________

]]> http://themarketingcaddy.com/nail-down-your-unique-selling-proposition/feed/