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Do you know what a USP is? If you don't, your business is in big-time trouble! Once again, an entire book could be written on this topic and many have been. USP is your "Unique Selling Perspective." In other words, what makes your business UNIQUE? - What separates your business from the rest of your competitors? - Why should a customer buy from you instead of your competition? - What do you offer that your competitors don't? A great article, written by one of the world's top copywriters, helps put the power of your USP clearly into focus. This article is authored by Dan Kennedy. Dan has loads of experience as he has written sales material for some of the biggest Fortune 500 companies. Why is he so successful? He can develop a client's USP with pinpoint accuracy and then show the client how to capitalize on its amazing power. This story is a great example of what I'm talking about. There was a struggling pizza shop that harnessed the power of a strong USP to transform the failing business into an industry giant. They decided to become UNIQUE, focusing on an aspect of the pizza business that their competitors had not yet jumped on. This provided phenomenal results and their profits exploded! Of course, you've heard of this pizza shop. It is Domino's Pizza! How were they able to successfully turn their business around? They chose a simple and clever slogan and combined it with a strong USP...."Delivered Hot and Fresh in 30 Minutes or Less.... OR IT'S FREE!" The owner of Domino's Pizza did not focus on fresh ingredients, the finest cheeses, the ripest tomatoes, or even special offers. That was what everyone else was doing! This young pizza shop owner realized what his business needed and he hammered home his simple message. What did people want from a pizza place? They wanted their pizza FAST! This clever slogan, combined with an effective USP, turned this once failing business into a successful mega-million-dollar franchise! So think hard and determine what sets you apart. Again, answer the three questions: - What is it that separates your business from your competitors? - Why should a customer buy from you instead of your competition? - What is it that you offer that your competitors don't? (Note: This article is part of a mini-course with twenty lessons. You can find the entire free mini-course here: http://brentriggsblog.com/minicourses.asp.)
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G. Brent Riggs, author of "Life Without Debt", "Desperation Station" and SeriousFaith.com has over 20 years experience as an business owner, teacher, personal growth coach and mentor. You can contact him from his main website: www.gbrentriggs.com
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