Internet Marketing Blog

What Is Unique Selling Proposition (USP)

What is USP?

A unique selling proposition (USP) defines your competitive advantage. Your must identify what makes you uniquely different from your competitors and emphasize these benefits in your marketing.

How To Create a USP

The basis for your strong USP is your customer value proposition. In other words, we describes the customer problems, the solutions that addresses the problem, and the value of this solution from the customer’s perspective.

Today, customers have more requirements and expectation. Their perspectives extend beyond best price and best products. They look for the complete solution to the problem they are facing. Hence, before jumping into any business, first carry out a survey of the existing problems faced by the consumers for your niche market. We can do that easily through forums, keyword research and from articles directories.

In addition, customers desire fast results from the services and products they use; hence providing value through customers’ intimacy is a key to make ours different from the rest.

Questions To Ask Before Creating A USP

1. Have you created a new product or service?

2. What customer value have you created?

3. Were you offering something new to the market, or to fulfill the needs of the customers and helping them to solve their problems?

Make a list of key features and unique benefits to the customers. Ask customers what they like best about your product, your services, or your company. Make a competitive analysis of what you offer compare to your competitors. Then brainstorm to generate a choice of ideas that will give you the basis for writing a strong, specific and differentiated USP.

Stressing On a Specific Benefit to the Customer

As many products are similiar in offering the main benefit, you must single out the main advantage your product offers over the competition. In your sales page message, you must find an important benefit unique to your product or service in one of three ways.

1. Product feature. This USP may be based on product features related with the product, ranging from what it does to the quality of your support services.

2. Emotion. The USP may carry an emotional appeal, such as love, humour, or fear.

3. Association. The USP may be communicated by connection with a well-known personality, marketers and etc

Common Problems Faced By Customers And Why They Reject Your Offer

a) Not Enough Time, I’m Very Busy

b) Not Enough Budget, Your Product Is Too Expensive, I Cannot Afford It

c) Is Your Product Really That Good, Prove To Me

d) Do I Really Need Your Product

e) What Kind Of Benefits I Had By Purchasing Your Products

f) Insecure, I’m Not Sure If It’s Another Scam

In fact, if we are able to tackle the all the questions above, we can open the doors of our customers’ heart to trust our proposition and business. Sales is definitely on the way.

Customers for Life

By: Brian Tracy

What is the purpose of a business? Every time I ask this question during a business seminar, the immediate answer that I get back is, “To make a profit.”

The Real Purpose of A Business

But this answer is wrong. The purpose of a business is to create and keep a customer. If a business successfully creates and keeps customers in a cost-effective way, it will make a profit while continuing to survive and thrive. If, for any reason, a business fails to attract or sustain a sufficient number of customers, it will experience losses. Too many losses will lead to the demise of the enterprise.

Why Businesses Fail

According to Dun and Bradstreet, the single, most important reason for the failure of businesses in America is lack of sales. And, of course, this refers to resales as well as initial sales.

So your company’s job is to create and keep a customer, and your job is exactly the same. Remember, no matter what your official title is, you are a salesperson for yourself and your company. And the best way to increase your value as a salesperson is to build your customer base.

Why Businesses Succeed

The two most important words to keep in mind in developing a successful customer base are Positioning and Differentiation.

Positioning refers to the way your customers think and talk about you and your company when you are not there. The position that you hold in the customer’s mind determines all of his reactions and interactions with you. Your position determines whether or not your customer buys, whether he buys again and whether he refers others to you. Everything that you do with regard to your customer affects the way your customer thinks about you.

The Key to Competitive Advantage

Differentiation refers to your ability to separate yourself and your product or service from that of your competitors. And it is the key to building and maintaining a competitive advantage. This is the advantage that you and your company have over your competitors in the same marketplace – the unique and special benefits that no one else can give your customer.

Select Your Customers Carefully

When you begin to think about acquiring and keeping customers for life, you need to think about the particular types of customers for whom your competitive advantage is so important that they would be poorly served by using anyone else’s product. You need to then emphasize again and again that the special features and benefits you offer are so important that they should not even think of going somewhere else. If, for any reason, you fail to do this, you may lose the customer and all the work you’ve done in building that relationship in the first place.

Action Exercises

Here are two things you can do immediately to put these ideas into action.

First, determine exactly what your current positioning is today with your customers. How do they think about you and what do they say? How could you improve your positioning?

Second, determine your exact competitive advantage, your area of superiority in what you do. How can you increase in your area of excellence and then convey it better to your customers?

Note: Brian is one of America’s leading authorities on the development of the human potential. He is the best selling author of 23 books, has trained 2 million people in 23 countries and his clients include IBM, Verizon Wireless, Bank of America and thousands of people just like you

“Give your customer three options that they can compare without memorization. Make it quick, make it easy, and add value. – Just like that.” – John Mehrmann

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For someone like me with limited time and budget, media advertising is not an option though it’s an effective method of letting known of your product and services. Instead, I have to go for inexpensive method or even free method. Of course, mind you, when it is free, it always comes with a cost - Your time! Some use free traffic method like google search engine, banner advertising and even solo ads. Since these methods I have tried before, I will briefly cover these options of driving traffic to your site. I have to pre-warn you what you are going to expect and it is my wishes that you will not walk in the same footsteps as I am, making big mistake where time and money were lost. To me, these are precious commodity and therefore I valued honest and truthful information.

First, in solo ads mailing, it is most likely that your emails will never be read. Some called it the safe list and they promised that your message will be delivered to millions. But, if you have subscribed to some of them, you should know that these millions are also subscribers. If each subscriber sends an email to all members, what does this mean? You will get hundreds of emails each day. I believe you do if you have already signed up for some of these services.

Next, we have to ask what their intention is. Probably, they are trying to sell you something. So this gives us a good clue, the products and services you are offering will be ignored and your email will most likely not be read. Your readers are all trying to sell you something; they are not in the ‘mood’ to buy something from you! So my advice is, run away from such services if you can. However, I’m not saying that all of it is ineffective. There are legitimate solo ads mailings that are real and effective. Take note that the mails you send must not be the subscribers of the safe list, rather it belongs to the publisher and they publish for you to their own subscribers through a small fee. Then, you will truly reach a targeted audience and your emails will get pick up. Therefore I encourage ezine publishing than safelist marketing.

In google search engine for free traffic; we talk about search engine optimisation. Choose your keywords carefully and this is the time that you should spend most of your time on. Ensure that the search volume for the keyword is high and competition is low. Then you can be pretty sure that you will hit the top of the search engine. In fact I did it in less than a day for my affiliate web page and till now its still at the top.

Did I make any money? Truthfully, no. I did it out of sheer experimentation and did not place much attention of promoting the affiliate page. In the end, I did get some good traffic from it. However, my main domain is the hardest. There are fierce competition and many are seasoned internet marketers with great web presence. Seven months of trying to beat the search engine game for my main keyword to the top and to no avail. What alarmed me was my new competitor who just came on the scene overtake my google search rank and is now PR4 in less than 3 months. Of course I know how he did it and certainly he has engaged SEO experts and belongs to some mastermind group where he could easily build links from high PR authority sites etc. It was then I realise it will be futile to carrying on my seo campaign since it doesn’t bring any effective result and I was certainly not heading anywhere. Knowing my limitations and what is required to get to the top of the search engine, I have no choice but to do it in a different way.

My objective is building a targeted prospects list and I do not want to spend too much of my time. I want predictable result, not some day or may be…… After much experimentation and testing, I finally come out with a blueprint of building a list on autopilot and how to use this list to build a huge list virally. In fact, after employing the method, I have approximately had thousands subscribers from different niche markets in which I could tap on.

So how I did it? I built a classified ads site and thousands submit their ads monthly. I got a huge subscribers base in the process. My subscribers also benefited since their ads are broadcast to a thousand sites as well. If you seriously want to know how step by step along the way to do as I did, do look out for my email as I’m coming out with a series of report on traffic marketing, and topics includes how to rank to the top of the search engine using free methods and in less than a month, how to get PPC advertising for free and how to get free 500K targeted visitors within a month.

In addition, while putting my creative cap on, I have come out with a good master plan on building high quality links fast from authority sites. I am pretty sure I can get backlinks from at least 10 PR5-6 sites per day. I have not tested out the strategy yet since time does not permit me. However, I will test it personally and until it has become a proven strategy, I will not release and share with you. As my motto is “with you all the way” my personal commitment to give you quality information. Since I’m in business and had to make a living, I have to break the news that all the ‘secrets’ I have gathered along the way (come with much tears, anguish, sweat and countless sleepness nights ) do come with a cost. However, understanding the difficulty and struggle of an online entrepreneur and juggling between a 8am – 6pm 5 days job with my current business, I promise it will be an affordable one.

In fact, I wondered if I should put these reports for a donation instead of a fixed price. These will enable entrepreneurs with low budget and time on their side to get real solid information fast. They did not need to pay for a large sum. However to those who are well off, I will appreciate if they are honest to pay the exact cost for the reports. Sad to say, the system will be abused and therefore I hope to receive feedback from you before I release to the market.

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With that, I shall stop here and hope today you have received something. Ooops, it’s quite late here in Singapore and I’m knocking off to my bed soon.

It was barely a year ago, I attended a boot camp through a marketing network. I was in the network as a reseller promoting personal items that you can find in the homes. This boot camp is necessary to equip with the knowledge of sales and mindset. In the boot camp, I had many interesting life lessons which I’m gladly share with you.

On the first day of the camp, we were led to a private meeting in a special room. The coach and counsellors stationed at their respective places and made their speeches. It was highly motivating but heart wrenching as well. Finally, the day begins with an exciting parable-like game. I do not know about you, but I like story, parables and fables which carry meaning to it. Perhaps I am visually inclined which explains my interest in picture or movie like presentation. It helps us to participate and to remember. If you have problem remembering things, give you some tips, try to imagine and your memories hold longer.

Oops, I am carried away; by the way, we are having a game called ‘walking to the finishing line.’ There was a small distance from the starting point to the stage where the counsellors were. Each of us can use any methods to reach the ending point. We can walk, run or dance. But the point is everyone must be unique. So it begins. Some are quite reluctant and pretty shy as many participants had never walked alone with so many onlookers staring at you. But fortunately, the counsellors with their big smile and encouraging voice cheered us on. So one after another joined in the rank making their spectacular display to the finishing line. For me, I jump, hop and dance, literally make myself a fool. It was real boldness and courage to do that. But in retrospection, I realise sometimes, we should be fun-loving like a child. In fact, children never worry about the things of the world and they are carefree. It’s pretty enjoyable to let go of the pressures of life and went all out for a fun time!

Everyone has finished except with a fat lady. She was very uncomfortable and appeared to have an inferior complex. After all of us gave her some motivation boost, she finally overcome her barrier and took the first step. Everyone hug her with a loving embrace afterwards. I could remember the smile on her face as though it was some unbelievable fit! But the great thing was everyone received something priceless but before that, let me continue…..

The chief counsellor, teacher and mentor walked up on stage. And then he spoke in his native Chinese language with Malaysian accent.

“So everyone has finished the race. But permit me to ask you some question. When you want to become the top sellers of these products, how many percent will you give to intention and how many percent will you give to the methods.”

Some says 70% to intention and 30% on the methods use. Some gives 50% to each and everyone has their own reason.

Finally, the chief counsellor cum coach stood up and wrote on the white board, “100% intention.”

“In the game, everyone uses different methods to achieving their goals. Some walk, run and some danced and even some crawl to the finishing line. But if there is no intention, you will not even take the first step. However, if you are half hearted, along the way, when you face some setback, you probably give up. There are many methods to reach the end of the journey, but the only way to take you to the finishing line is 100% intention. When you have that, no one needs to motivate you, counsel you or even pamper you; naturally you will be single-mindedly focusing on your goals. It becomes a compelling force, as you have a desire to achieve your dream. Remember that lady, in the end she takes out her first step despite the difficulty. This will be the entrepreneur journey, full of ups and downs. But you have to overcome them and therefore you must have this force, the intention to get where you want to be!”

So today message for you is how desperate are you in achieving your goals. I have faced many issues since pasts till now. Yes, many mistakes along the way but its part of the parcel of learning and through it, we are strengthened and developed. I called these setbacks as the storms of life, gifts to bring out the best in us. Therefore treasure it and love them. For all great men in histories have their share of hard blocks and thistles. But they are where they are today because of their unrelentless and undying faith.

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A few years ago, I attended a seminar and heard an interesting story from a successful businessman. This story illustrate in simple terms the art of selling and I hope by sharing, it may brings out the ’salesman’ in you. Personally, it has brought a lot of reflections and understanding which has eventually led me into the world of entrepreneurship.

Here is the story:

Once upon a time, there were 3 adventurious young entrepreneurs. They are No Idea, Starter and Understood. Often, they will meet at a cavern called ” Marketplace” in the city where they will pose a challenging product to market out.

In the cavern, they employ a person by the name Judge. Judge will come out with a challenging product for them to market and acting as an empire for the outcome of this competition.

” Gentlemen, welcome to Marketplace. Today, you have to sell this combs to the monks. Whoever able to sell the most is the winner.”

Each of them took a bag full of combs heading home to carve out an idea for their marketing campaign.

No Idea begins to venture out into the monastery where all the monks were. Without delay, he approached the monks and offered them his products. But to his disappointment, he received almost the same reply.

“Sir, are you mocking me. Didn’t you know that we monks do not have hair. What are you suggesting by offering these combs which serve no purpose for us. Take away your combs and leave here! You are not welcome and please sell to the public. You have found the wrong person.”

With that, No Idea becomes despondent and gave up. He head back home and hide the combs at the corner of the house.

Finally, the day arrives where all the gentlemen had to send their report cards. No Idea shows zero sales while Starter and Understood shows some promising result.

No Idea was puzzled. How did these guys did it? So he decided to question them.

“Starter, how many did you sell.”

” I sold 10 combs to the monks,” he replied gladly.

” How did you sell to them?”

” Oh simple! I told them that they could use the combs to scratch their heads. You see, if you try to sell them upfront, they will not buy it. People took the offer because you give them a good reason to buy it. You need a unique selling point. that’s the secret!”

Just then, Understood interrupt and exclaimed,” I sold 1000 combs .” Their eyeballs nearly dropped out. They asked, ” Tell us, how did you manage to sell so many. What have you done?”

” Ha ha! I approached the chief of the monastery. I brought before him a very good offer and a plan to bring an additional income to their temple. Finally, after hearing my proposal, we came to a joint venture aggreement.

I told him that there were many worshippers coming to the temple to worship their gods. Why not let the worshipper buy these combs to straighten the hair of the gods as a form of respect. This will kill two birds at one stone. For the worshipper, they can show their sincerity, while for you, your temple can bring in revenue.

In the end, the combs are selling like hot cake. I did not do much and I just use the system of leveraging.”

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