What’s Your USP?
A Common Mistake Made By Many Business Owners – No USP!
One of the most common mistakes in business is not differentiating yourself from your competitor. Your USP or Unique Selling Proposition sets you apart from other similar businesses, and makes clients or prospective clients choose your products or services every time. This gives you the lead on achieving your dream and making your business OUTSTANDING instead of mediocre or worse… faltering.
To find your USP, look within your business! What is one of your services or benefits that you offer that would make someone buy from you every time instead of your competitor? Something unique but would benefit them.
In absence of Value or Point of Difference the only decisive argument is Lowest Price
Your Product Find The Right
This is usually the biggest reason why your customers buy your products—the
benefit they get by using it. The wrong kind of advertising ‘appeal’ can actually
reduce sales. It has been tested that one advertisement can out-sell another by as much as 19.5 times even though they both look the same, cost the same and sell
the same product. The difference is in the “appeal” used to sell the product in the
ad, and this is usually contained in the headline.
The best way to find the right appeal is to ask your best salespeople what
arguments they use to sell your products or ask your best customers why they buy
Let me introduce you to the AICPBSAWN formula of one of America’s best
copywriters, Brian Keith Voiles, a man who charges a minimum of $10,000 for
an ad or letter!
The AICPBSAWN formula is more of a procedure and I call it a formula
because when you combine all of the existing elements, they become something
greater than they are independent of each other.
So here are the different elements of the procedure — in order of how
they’d appear in your ad or sales letter:
There’s nothing like a powerful, targeted headline to get your prospect’s
attention, their undivided attention. What’s the biggest benefit he gets from
doing business with you, or what’s the prospect’s most pressing problem or
frustration you can solve for him. What’s unique about doing business with you
over any of your competitors? (Headline, graphic, opening paragraph, opening
statement, unique selling advantage, etc.)
It’s critically important that you grab your prospect’s complete and
undivided attention. In this society of instant gratification and innovative
products and services, we are all bombarded to an incredible extent by
advertising messages, so that rather than listen to them all — we just tune them
Some studies suggest that we are subjected to as many as 2,500 messages
daily. That’s a lot of information to consider—everything from newspapers, TV,
radio and magazines, to newsletters that you subscribe to . . . there are
advertising messages everywhere you look.
The first thing you’ve got to do is capture your prospect’s attention, and
there’s no possible way you can do this if you haven’t done your research. You
must know your prospect inside-out, and you must have walked at least a “mile
in his moccasins” to understand.
Whilst reading your ad, your prospect is constantly asking “So what?”.
Whether it’s conscious or unconscious, it’s for real . . . and it’s something you
must deal with. That’s why you must tell them why they should believe what
you’re saying is true. You must present “evidence” in a convincing way that will
win them over. You can do this with . . .
- Success stories
- Case studies
- Testimonials from people who are like your prospects
- Testimonials that focus on benefits
- Endorsements from ‘celebrities’ of your target market
- And other ‘credibility boosters’ and believability builders.
One of the powerful differences between this system and the AIDA formula,
or others like it, is the fact that you put the credibility-boosters near the very front
of your ad or sales letter. Why? Simply because we are all tired of being
scammed . . . “taken” . . . “ripped off”. It’s happened one too many times for
each of us, and we’re all on our guard to make sure it doesn’t happen again.
Putting your testimonials, celebrity testimonials, case studies, or any of the other
credibility boosters near the front will help your prospects overcome their fear.
You can even put powerful testimonials right in your headline . . . and once
you’ve done that, the next thing you have to do is . . .
Proving what you’re claiming is true has a lot to do with credibility, but it’s
more along the lines of presenting your offer and your claims in a believable
way. Understand, people won’t “buy” your claims unless you back them up with
“proof” that’s presented to them in a believable way.
Being honest is important – but what’s even more important as far as
generating sales goes, is that you must be perceived as being honest. You see,
creating powerful, compelling offers is great – and yet powerful, compelling
offers can be their own booby-trap. Let me explain.
When you present your prospects with an irresistible offer, one that sounds
“too good to be true” even if it’s totally “legit”, it makes them wonder if it is true.
Therefore, a powerful offer that sounds fantastic can sometimes be it’s own worst
enemy. That’s why, immediately following the offer, we pump our prospects
with “credibility boosters” and then give them “proof” that what we’re saying is
true, and that the offer is for real.
Once you have an incredibly powerful, no-risk offer that motivates your
prospect to take action, you should make a strong guarantee that removes all of the
risk (this will only work if your product is good). Then you add in some
scarcity . . . the scarcity will hopefully motivate them to act now. Don’t beat
around the bush with this either. You’ve got to come right out and tell them to take
action now. Tell them to:
“Take the action right now that’s going to allow you to live the life you’ve
only dreamed of up ‘til now! This is your chance to learn how to … blah blah
blah — and by learning how to do it, you’re going to get this benefit and this, and
this and this! And guess what? You won’t get any of it unless you take action right
The fact is, you must compel your prospect to take action now. And you must
tell them in no uncertain terms that if they don’t act now, their chance to get the
benefits you’re offering them may be gone forever.
Couple this tactic with scarcity and a warning . . . and now you’ve practically
got them smackin’ themselves and kickin’ themselves if they don’t order, or don’t
come into your store, or whatever.
Try it, this really works!
Have Powerful Headlines On All Your Ads,
Letters and Promotions
A headline is an ad for your ad. 80% of your promotion’s success or failure lies in what you say in your headline. A good headline can also be used as the opening line for your sales and telephone people.
In order for it to be effective, a headline must promise a benefit (the biggest one you can find about your product). What is the reader going to get if they read further?
All too often people talk about ‘features’ in their sales and marketing efforts. For example, a car advertisement may say”
“Fully adjustable leather seats and welded allow body.
What it should say is:
I Am The Best!
Do You Belive Me?
Golden Rule #12
Client testimonials increase credibility – - and sales. Like a referral, a testimonial is a third party endorsement and therefore is much more believable. If you say something about your product or service it may sound like boasting. If someone else says it, it’s believable. Hardly anyone (except mail order companies) uses testimonials. Use them in all your ads, letters and brochures. They work.
Don’t listen to opinions and advice from well meaning friends, family and business associates.
Time after time we’ve seen a perfectly good ad being discarded because someone close to my clients said ‘Oh, I would never read that’ or “This would never make me buy”.
Here’s a golden piece of advice. Don’t listen to anyone who hasn’t proved to you they can sell better than you or I can.
Test the ad instead – you’ll make a lot more money that way. Well meaning advice is a dime-a-dozen. Don’t let it cost you thousands!