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Will You Add? - Creating a Unique Selling Proposition that Sizzles
"I am more afraid of an army of 100 sheep led by a lion than an army of 100 lions led by a sheep." -TalleyrandAs you rise in power and position you will attract enemies. An old maxim teaches us to judge men by their enemies not by their friends. There will always be those who plot against you. Accept that now before you go any further and your life will be easier. Cloud yourself with delusions that you are universally loved and you will learn the harshest lessons of defeat.Know your enemies! They are active and plotting against you. Henry Kissinger correctly stated that even paranoids have enemies. A little paranoia in a leader is a healthy thing but make sure to keep it in check. Nothing will destroy you faster than complete paranoia. Locate your enemies thru your spies and informants. Beware of double agents. Every spy has the potential to spy against you too. Never reveal too much to your spies, only enough to keep them close to you and dependant upon you. The best spies are those who stand gain from your victories.The hardest enemy to spot is the one that plays to your vanity. A smart enemy will pose as a friend to get cl
Creating Your USP
Write down a one-paragraph statement of your new USP. Remember this is your single most competitive edge that differentiates you from the rest and gives you a market edge. When I say single, I mean single statement. It is one or more reasons why prospects should buy from you instead of your competitors. The USP might incorporate one or more core elements similar to 'the widest range of gadgets on the planet with the fastest delivery' or 'Superior functionality, easier to use, less expensive with free support and a money back guarantee? Why would you use anything else?'
You also need to know what your competitors offer. You can't compete if you don't know what you're up agains
What are the advantage of an insurance lead - Advantage of an insurance lead is that the salesperson will be speaking with someone who had at least indicated some interest in the idea that will be discussed. This imply it will not be an uphill battle from the start, and there may be some common ground on which to build. Common ground is very important in any sales situation.The more important question one should ask is how does a salesperson acquire an insurance lead? Do you know that a mail campaign will usually draw less than one half a percent in responses. That means that for every two hundred pieces you mailed, you will get back only one lead. Though this can be improved upon with a follow-up phone call. The mail piece has to be easily readable by anyone and must call for action. The phone call can set a fire under the prospect if it is handled right.Working any sales job from the leads is always better than just pure cold calling, as the sales call is always with somewhat interested parties. The second advantage of insurance lead is because the prospect has shown some interest; you have reason to believe they will li
• Achieving High Ranking
• Establishing your product in a niche or vertical market
• Creating a great Unique Selling Proposition
• Exceptional customer relationship management
• Patience
In the previous newsletter we discussed Niche Markets, a key factor in the success of an online business. In this ezimail we talk about your unique selling proposition (USP) or lack of it. If you do not have a good niche product then you absolutely must have a great unique selling proposition. Having both is better!
What is a USP or Unique Selling Proposition?
The USP is your single, most marketable and competitive edge and why people should buy from you instead of someone else.
Most businesses don't have a USP, only a "me too," vague, unexciting presence that just feeds off the sheer momentum of the marketplace. There's nothing unique or distinct. They promise no great value, benefit, or service -- just "buy from us" for no justifiable, rational reason.
Would you bother buying from a business that's just "there," with no unique benefit, no great prices, selection, service or guarantee? Or would you prefer a business that offers you the greatest selection in the country or one with every product discounted to less than the competitors' price or one that sells just top of the shelf products with the same quality guarantee of service.
The reality is your visitors don't give a hoot about you, your product, or how hard you have worked to make it available. The simple fact is, they don't think about you at all. They have only one question when they hit your site: What's in this for me? You have only seconds in which to provide an appropriate answer.
Talk of you, your company, or your product, regardless of uniqueness, will only bring a click on the Back button. Soul-searched words about the benefits your company or product offers will also bring immediate exit. Without carefully creating a clear, strong and appealing USP you will lose potential customers.
Coming Up With a Killer USP
Can't think of a good USP for your business. Don't worry, the possibilities for USP's are endless. It's best, however, to adopt a USP that addresses an obvious void in the marketplace that you can fill.
The objective is to focus on the one niche, need or gap that is most sorely lacking, provided you can keep the promise you make.
After defining your USP, make sure it is included in every written communication to clients, on every advertisement, newsletter, invoice, brochure and business card. Naturally, clearly spelled out on your website.
The USP is something you can build your business around and can lead you to success, and wealth, so you better be able to state it. If you can't, your prospects won't see it or understand it. Whenever a potential customer of yours needs the type of product or service you sell, your USP should bring your business immediately to mind.
Creating Your USP
Write down a one-paragraph statement of your new USP. Remember this is your single most competitive edge that differentiates you from the rest and gives you a market edge. When I say single, I mean single statement. It is one or more reasons why prospects should buy from you instead of your competitors. The USP might incorporate one or more core elements similar to 'the widest range of gadgets on the planet with the fastest delivery' or 'Superior functionality, easier to use, less expensive with free support and a money back guarantee? Why would you use anything else?'
You also need to know what your competitors offer. You can't compete if you don't know what you're up agains
Cruising along the highway in his white Taurus, our young salesman finds himself deep in thought. Although he is heading to his next sales presentation, he is not thinking of sales at all. His mind is filled with thoughts of his family.Flipping down the visor above his head, he looks at the picture he taped there almost two years ago. It is a picture of his dream house – a three-bedroom paradise in a wonderful neighborhood for his family. Looking at the worn picture, he imagines the day this house will be theirs. He can see the excitement on his two daughters’ faces and the smile in his wife’s eyes.Suddenly, the salesman’s daydream is interrupted as he pulls into the parking lot of his next client. He grabs the padfolio from the passenger’s seat, straightens his tie, and practices his smile in the rearview mirror. Completely relaxed from the morning’s drive, he confidently struts into the familiar lobby, signs the guest log and takes a seat.From down the hall, he sees his competitor leaving the conference room. He looks somewhat beaten and disheveled. “Good luck,” the competitor says with a cocky, sarcastic tone as
Would you bother buying from a business that's just "there," with no unique benefit, no great prices, selection, service or guarantee? Or would you prefer a business that offers you the greatest selection in the country or one with every product discounted to less than the competitors' price or one that sells just top of the shelf products with the same quality guarantee of service.
The reality is your visitors don't give a hoot about you, your product, or how hard you have worked to make it available. The simple fact is, they don't think about you at all. They have only one question when they hit your site: What's in this for me? You have only seconds in which to provide an appropriate answer.
Talk of you, your company, or your product, regardless of uniqueness, will only bring a click on the Back button. Soul-searched words about the benefits your company or product offers will also bring immediate exit. Without carefully creating a clear, strong and appealing USP you will lose potential customers.
Coming Up With a Killer USP
Can't think of a good USP for your business. Don't worry, the possibilities for USP's are endless. It's best, however, to adopt a USP that addresses an obvious void in the marketplace that you can fill.
The objective is to focus on the one niche, need or gap that is most sorely lacking, provided you can keep the promise you make.
After defining your USP, make sure it is included in every written communication to clients, on every advertisement, newsletter, invoice, brochure and business card. Naturally, clearly spelled out on your website.
The USP is something you can build your business around and can lead you to success, and wealth, so you better be able to state it. If you can't, your prospects won't see it or understand it. Whenever a potential customer of yours needs the type of product or service you sell, your USP should bring your business immediately to mind.
Creating Your USP
Write down a one-paragraph statement of your new USP. Remember this is your single most competitive edge that differentiates you from the rest and gives you a market edge. When I say single, I mean single statement. It is one or more reasons why prospects should buy from you instead of your competitors. The USP might incorporate one or more core elements similar to 'the widest range of gadgets on the planet with the fastest delivery' or 'Superior functionality, easier to use, less expensive with free support and a money back guarantee? Why would you use anything else?'
You also need to know what your competitors offer. You can't compete if you don't know what you're up agains
How does a business growth specialist differ from someone who specializes in marketing, sales, or even in business management?When you hire a specialist, you’re hiring someone who understands their area of expertise, and can help you improve the way you are currently doing business with that technique. They may offer you ideas, strategies, and even individual techniques to help you get your business back on track, and moving in a forward motion.But the one thing most specialists won’t do is guarantee you growth. They will help you improve your current systems, but whether or not the ideas you paid for will help grow your business is another matter entirely.A business growth specialist will help you create strategies that will help you improve the leads, and ultimately the sales of your business. They will have strategies to share that can help you find prospects, and turn them into quality leads. And while all of this can cost a considerable amount of money, its important to keep in mind that what you put into this type of service can ultimately double or even triple your profits in a short period of time.So what shoul
Talk of you, your company, or your product, regardless of uniqueness, will only bring a click on the Back button. Soul-searched words about the benefits your company or product offers will also bring immediate exit. Without carefully creating a clear, strong and appealing USP you will lose potential customers.
Coming Up With a Killer USP
Can't think of a good USP for your business. Don't worry, the possibilities for USP's are endless. It's best, however, to adopt a USP that addresses an obvious void in the marketplace that you can fill.
The objective is to focus on the one niche, need or gap that is most sorely lacking, provided you can keep the promise you make.
After defining your USP, make sure it is included in every written communication to clients, on every advertisement, newsletter, invoice, brochure and business card. Naturally, clearly spelled out on your website.
The USP is something you can build your business around and can lead you to success, and wealth, so you better be able to state it. If you can't, your prospects won't see it or understand it. Whenever a potential customer of yours needs the type of product or service you sell, your USP should bring your business immediately to mind.
Creating Your USP
Write down a one-paragraph statement of your new USP. Remember this is your single most competitive edge that differentiates you from the rest and gives you a market edge. When I say single, I mean single statement. It is one or more reasons why prospects should buy from you instead of your competitors. The USP might incorporate one or more core elements similar to 'the widest range of gadgets on the planet with the fastest delivery' or 'Superior functionality, easier to use, less expensive with free support and a money back guarantee? Why would you use anything else?'
You also need to know what your competitors offer. You can't compete if you don't know what you're up agains
If you are an affiliate internet marketer, you are essentially promoting other people products. You have to drive traffic and convert it into money. And as people will buy depending on your claims, your top resource to make this happening is the essential art of credibility.So it’s important for you to drive traffic to your site in a sensible way, and at the same time brand yourself in a way that sets yourself as the obvious expert; this means you are going to be recognized from your leads, that will believe your claims, buy the products you promote and let you earn money.If driving traffic is imperative for you business, The Search Engine has to be your best friend. Of course there are many different ways to drive traffic to your site (see 8 ways to drive target traffic to your website at my website, link: www.affil
The USP is something you can build your business around and can lead you to success, and wealth, so you better be able to state it. If you can't, your prospects won't see it or understand it. Whenever a potential customer of yours needs the type of product or service you sell, your USP should bring your business immediately to mind.
Creating Your USP
Write down a one-paragraph statement of your new USP. Remember this is your single most competitive edge that differentiates you from the rest and gives you a market edge. When I say single, I mean single statement. It is one or more reasons why prospects should buy from you instead of your competitors. The USP might incorporate one or more core elements similar to 'the widest range of gadgets on the planet with the fastest delivery' or 'Superior functionality, easier to use, less expensive with free support and a money back guarantee? Why would you use anything else?'
You also need to know what your competitors offer. You can't compete if you don't know what you're up agains
A major problem for business owners and employers today is getting the best employees and then keeping them. Sounds easy, but any employer will tell you that these activities take up the most time and have the biggest impact on business results. So how do you go about retaining the good people once you’ve found them?Understanding what your employees want from a workplace sounds like a logical place to start. After all, if you know what your employees are after, you simply need to provide it and all will be well. This is a great theory, but research shows that employers are not that successful at identifying what their employees actually want. In fact there is a significant disconnect between the things that employees say are important to them, and how highly employers rank those same things.This survey first came out in 1946 in Foreman Facts, from the Labor Relations Institute of NY and was produced again by Lawrence Lindahl in Personnel magazine, in 1949. This study has since been replicated with similar results by Ken Kovach (1980); Valerie Wilson, Achievers International (1988); Bob Nelson, Blanchard Training & Developmen
Creating Your USP
Write down a one-paragraph statement of your new USP. Remember this is your single most competitive edge that differentiates you from the rest and gives you a market edge. When I say single, I mean single statement. It is one or more reasons why prospects should buy from you instead of your competitors. The USP might incorporate one or more core elements similar to 'the widest range of gadgets on the planet with the fastest delivery' or 'Superior functionality, easier to use, less expensive with free support and a money back guarantee? Why would you use anything else?'
You also need to know what your competitors offer. You can't compete if you don't know what you're up against. Take the time to check out what they are doing. Do some research, you might be surprised what you might or might not find. Great offers, free shipping, contests, free customer support?
At first, you might struggle expressing the USP tightly and specifically. It may take a few tries. That's okay. Ruthlessly edit away the generalities and aggressively hone the shortest, crispest and most specific promise you could possibly hold out. Then, rework it and cull any excess wording or hazy statements until you have a clearly defined and easily apparent Unique Selling Proposition that a customer can immediately grasp. Then integrate your USP into every marketing aspect of your business, such as display advertising, direct mail and field selling.
USPs work a lot like logos. "It's finger-lickin' good" says Kentucky Fried Chicken's USP. "Melts in your mouth, not in your hands" promises M&M's. A USP shapes and reinforces your company's brand and identity. It says what's different about you from all the rest. As an example, lets assume your USP is that you have better selection and follow-up service than any other competitor. There are several ways to integrate these qualities into your mail, communications and website. For example you can state the selection USP on the main page:
"We Always Have 2000 or more different products available with no Less than 56 different models and 13 attractive formats, in prices ranging from $21 to $2100."
Or, if good service at an affordable price is your USP, use this as a model:
" 'Try Hard' Car Detailers will wash and detail your vehicles twelve times a year, once a month, and all it costs you is $21 a month, billed quarterly."
Also remember, like a niche market, you will not appeal to everybody. Indeed, some USPs are designed to appeal to only one segment of a larger market. There is a big difference between the upmarket 'premium' client and the bargain hunters. Its unlikely you can reach both.
How can you ensure that you are in the hearts and minds of your customers after the sale? Here are a few good approaches. Go back to the five ingredients of success. One of these is the employment of excellent customer relationship management skills immediately following a sale. Call or email your customer. Make the customer feel important and special. Repeat your USP and remind the customers why they purchased from you and reassure them about their wise decision.
This post-purchase follow-up is essential, regardless of how frequently you resell to that customer. You enhance the customer's loyalty and value to your business by following up after the sale. At the very least, a follow-up call or email drastically reduces or eliminates cancellations, returns, refunds, complaints, adjustments and disputes.
As a web surfer yourself, you will know that other Internet surfers, like you, have the attention span of Homer Simpson after a few Duffs. You have just seconds to capture their int
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