Wednesday, November 19, 2014

Your Unique Selling Proposition (USP): What's the Big Picture?

If you're a consultant, coach, or service professional and you face commoditization, you MUST do something to stand out in your market.

You probably knew that.

The solution? A USP.

First popularized in 1961 by Rosser Reaves in his book, Reality In Advertising (out of print), USP is short for Unique Selling Proposition, it's your answer to this question: “Why should I buy only from you, at the price you’re asking, now?”

You probably knew that, too.

But I'll bet you didn't know that early USPs were doubly powerful, because they were visual as well as written.

Why? So busy housewives wouldn’t forget the product between then time they saw it on TV at night and went shopping the next day.

Below are two powerful USPs that combine words and pictures (both created by Reaves):

See how visually involving and convincing these graphics are? They're screen caps from TV commercials that ran in the 1960s.

Now, here are 3 modern examples of visual USPs:

Plenty of blenders claim to be fast, convenient, powerful, etc. But only one -- Blendtec blenders -- proves their claims visually like this, with a fun YouTube channel. That's a USP.

Plenty of sushi restaurants claim to offer yummy authentic food that will delight you. But only one -- Ebisu Sushi, in Vancouver, BC -- proves their claims visually like this, with a wall of these unique customer photos. That's a USP.

The Selling Card

Plenty of marketing tools claim to make selling easy for you. But only one -- The Selling CardTM -- proves its claims visually like this, by showing you a sales letter masquerading as a business card.

Key question: How can you make your USP visual and well as verbal? That makes it doubly powerful, and can make your business doubly profitable.

Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

... I can show you more "profit hacks" like the ones you just read in this article. Get them in my next Free Video Training Session. It's for $200k entrepreneurs ONLY, please.

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