Create A Unique Selling Proposition To Increase Profits - Part 11 Of 12
One more thing… simplify!
Now that you have a descriptive USP that’s 90 words or less, including either one or two major promises of what you’ll do for the customer and why that’s different than your competition, it’s time to simplify it. Make it shorter. More direct. Give it punch.
Think of a prospect who doesn’t know who you are — but you know who they are. In fact, you know that they are your perfect prospect.
You just got on a busy elevator with them, and have as little as 10 seconds of their attention — if you can even hold it for that long. You need to tell them what you do and why they should be interested in knowing more — in 10 seconds or less. That’s much less time than it takes to say 90 words, no matter how fast you say them. Plus, you have to be compelling.
So it’s time to condense the core message of those 90 words or less into about 30 syllables — 10-15 words. Cut down to the core of what you do and why it benefits them — if you have to cut down to one promise only, that’s okay. Use action words. Show the movement from action — getting your product — to result — experiencing the benefits.
Here’s an example from my marketing consulting business. If I had up to 90 words to describe my services, I’d say that, “I’ll help you increase profits 25 to 100% in as little as 60 days without spending more money on advertising — guaranteed. I use a unique system that leverages marketing assets you already have hidden in your business to increase sales without you having to make a lot of changes to the way you operate your business.”
Sure, that’s much less than 90 words. But it’s even too long to use as the first introduction in conversation. Even the first sentence.
So here’s how I shorten it: “I help businesses increase profits without spending more on advertising.”
Simple, straightforward, and benefits-driven. They get more profits without spending more. And if they want to know more, I have my longer description ready, and can describe my business even further if they want.
But by then the USP has done its job. It’s firmly positioned your company in their mind, telling them why they should do business with you.
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: http://www.freshlookinc.com/create-a-unique-selling-proposition/
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 http://www.FreshLookInc.com
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