Dec 17, 2012

Create a Unique Selling Proposition to Increase Profits - Part 2 of 12

The USP should be the core message you share every time you contact your customer, and every time your customer contacts you. Here are three reasons why the USP is so valuable:

Your USP separates your business from the competition and makes it easier for customers to choose you.

Your USP goes inside your prospect's mind and positions your company as the top choice in your line of business.

Using your USP regularly reminds you what your customers are buying, and what you should focus your energy on doing better than your competitors.

If you want your product, service, or company to be in the front of your customers' minds, you only have one option. Make your USP the big idea of every marketing message you put out -- as well as the big idea behind how you run your business.

So how do you create a powerful USP?

By the time you finish reading this page, you'll know how to create a powerful USP -- I'll even give you the questions you need to ask yourself as the business owner, the questions you need to ask your sales team, the questions you need to ask your customers, and the research you need to do on your competitors.

But first, let's get a little guidance from Rosser Reeves, who first defined the concept of the Unique Selling Proposition in his 1961 book Reality in Advertising. There are three basic "to-dos" that define a USP -- and one big "don't."

Do these in your USP:

1. Make a benefit-based proposition to your customer -- i.e. "buy this product, get this benefit."target="_new"

2. Identify a uniqueness -- something your competitors do not, will not, and preferably can not"_new"

3. Make it strong enough to move the mass millions -- pack a punch!target="_new"

And what do you avoid? What Rosser Reeves called "The Deceptive Differential." Be careful in your USP that you don't position yourself as having a difference that your competitors can easily copy, emulate, or convince the market doesn't matter.

This is an excerpt from the article "Create a Unique Selling Proposition to Differentiate your Business and Increase Profits." The complete 14 page article was put together to be the best how-to resource on the internet for creating an effective Unique Selling Proposition. By the time you finish the entire article, you?ll understand how to create the most powerful weapon in your marketing arsenal. It includes examples, a definition of this under-leveraged weapon, and how-to instructions for you to do it yourself.

To read the entire article, visit:

Roy Furr is President of Fresh Look, Inc.

Fresh Look, Inc. helps small business owners increase sales without spending more money on advertising. Their unique system leverages hidden marketing assets in your business to create more sales. They help you implement in your business for the most success. All results are guaranteed with a better than risk free guarantee. For more details, visit

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