Yesterday, I had the distinct privilege and wonderful pleasure of being interviewed by Yasmin Razaq for her Explode Biz Profits event.
We talked about:
– how recessions are good and USPs are bad
– possibly the dumbest advertising sign I’ve ever seen
– two foundational principles for writing copy that people will respond to, and
– how to keep your messages out of email jail.
I also shared how you can get my ebook Stealth Selling gratis.
Go check out the replay at http://businessmarketinggirl.com/explodebizprofitsreplays/. I’m not sure how long Yasmin will keep this page open, so if you have any interest at all, don’t wait too long.
Update: If you’re interested in hearing the recording of this hour-long interview, I’ve got it right here. If you’re interested in getting a copy of my book, send me an email and we might be able to arrange something.
A note on Unique Selling Propositions
Theodore Levitt said that selling focuses on satisfying the needs of the business, whereas marketing works to satisfy the needs of the customer.
With that in mind, the USP is inherently focused on the company, product or service itself. Even a benefit-rich USP can be off-base.
Feature-focused USP: “Our product is awesome. It’s made from the strongest steel ever produced.”
Benefit-focused USP: “Our product is awesome. It’s more durable than other products, so they don’t have to be replaced as frequently, saving time and money.”
Sounds good, right? But even the benefit-driven USP can be improved upon. These are selling points, rooted in the needs of the one who needs to make the sale. What if you moved into the realm of marketing defined by Levitt?
Unique Value Proposition: “Our customers are awesome. They save time, money and headache by using with the most durable product available. It works more reliably, for longer periods of time and with fewer replacements needed.”
The wording is purposefully corny, but you see the difference, don’t you? It may seem like a tiny distinction, but even the tiniest change in perception and approach can create a big change in results. A slight edge makes all the difference in the world.
Don’t make your audience dig for the value they’ll get from you. Sure, they might be able to figure it out by your statements about how great your product is. But why not make what’s in it for them obvious?
