A Consistent Marketing Message

How do you make sure your marketing is consistent, clear and understandable? I first heard of the idea of a Unique Selling Proposition about 20 years ago from my #1 marketing mentor and guru Dan Kennedy.

Great UPS’ss are usually found in these areas.

1. Price

2. Product – A product that is different than anyone else.

3. Process – You have a process that is different than anyone else.

4. Service – You provide some type of service that no one else can provide.

5. Marketing – Your marketing is substantially different.

So now – your homework assignment – Think about each of these areas and work on your USP between now and next week.

I believe the concept of developing your Unique Selling Proposition (USP) is so critical that we will be Spending the next few weeks talking about the subject.

If this idea is new to you this few weeks will give you time to think about how this all relates to you and your business, think about your UPS, work with your team, develop a USP, revise it, revise it again, and hopefully develop a USP that truly helps you and your business become more successful.

If the concept of USP is not new to you, hopefully you can use this time to re-evaluate your USP. Is it still true? Does it really bring clients to you? Is it meaningful?

I was introduced to the concept of Unique Selling Proposition about 20 years ago by my #1 marketing mentor and guru Dan Kennedy. Our sales volume has grown about 20 times in that 20 years, and I owe that growth to Dan’s idea as much as anything else.

Dan Kennedy defines Unique Selling Proposition as, “Why should I, your prospect, do business with you verses any and every other option available to me in your category.”

Let’s look at a few USPs from the past. Try to guess the company the goes with each?

“Hot pizza delivered in 30 minutes or less or it’s free.”

“When it absolutely positively needs to be there overnight.”

“Melts in your mouth, not in your hands.”

Were they effective? Do you know, “Why you should do business with them verses any and every other option available to you in the category?”

Here are the answers.

Domino’s Pizza

Federal Express

M & M’s

Now, what is your USP?

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