The document provides guidance on creating a unique selling proposition (USP) for a business. It defines a USP as the factor that makes a product or service different and better than competitors. The document recommends identifying customer needs, benefits of the product or service, and how it alleviates customer pain points. It provides examples of effective USPs and a 7-step process for crafting a compelling USP centered around benefits, customer needs, and promises to set the business apart from others.

1. Presented by: Tracey Walker
www.KeepAllTheCash.com

2. Congratulations on making it
this far in the creation of your
Basic Marketing Plan! Most
will NEVER know what you
just learned, so this is
definitely an accomplishment
to be proud of!

3. So far, we have covered the following
steps:
1. Identifying Your Target Market
2. Crafting Your Message
3. Choosing Your Medium

4. By completing the afore mentioned steps, you
are further ahead than 98% of the people who
claim they are business owners, let alone
marketers!

5. So you should be proud of where you stand
and how utilizing this information can help
you to be more effective and make more
sales in the marketplace.

6. Today is really a bonus step…it is

7. Although I consider this to be a bonus for
THIS training, it is actually pretty important
to the development of how your target
differentiates you in the market amongst
others who may offer similar products
and/or services.

8. Most people come to the internet, and they see
hundreds of thousands of people marketing the
same types of products they are wanting to
market, and instantly feel overwhelmed
because they have not figured out how to
corner the market in an area that allows the
market to see them as unique.

9. So in keeping with that desire, to
be unique, today’s training is on
creating your USP!

11. A unique selling proposition, according to
Entrepreneur Magazine is:
“The factor or consideration presented
by a seller as the reason that one
product or service is different from
and better than that of the
competition”

12. Before you can begin to sell your product or
service to anyone else, you have to sell
yourself on it. This is especially important when
your product or service is similar to those
around you.

13. Very few businesses are one-of-a-kind. Just
look around you:
How many clothing retailers, hardware
stores, air conditioning installers and
electricians are truly unique?

14. The key to effective selling in this
situation is what advertising and
marketing professionals call a “Unique
Selling Proposition” (USP).

15. Pinpointing your USP requires some hard
soul-searching and creativity. One way to
start is to analyze how other companies use
their USPs to their advantage. This requires
careful analysis of other companies’ ads and
marketing messages.

16. If you analyze what they say they sell, not just
their product or service characteristics, you
can learn a great deal about how companies
distinguish themselves from competitors.

17. For example:
Charles Revson, founder of Revlon, always
used to say he sold hope, not makeup. Some
airlines sell friendly service, while others sell
on-time service. Neiman Marcus sells luxury,
while Wal-Mart sells bargains.

18. Each of these is an example of a company
that has found a USP “peg” on which to hang
its marketing strategy. A business can peg its
USP on product characteristics, price
structure, placement strategy (location and
distribution) or promotional strategy.

19. These are what marketers call the “four
P’s” of marketing. They are manipulated
to give a business a market position that
sets it apart from the competition.

20. Sometimes a company focuses on one
particular “peg,” which also drives the
strategy in other areas. A classic example
is Hanes L’Eggs hosiery.

21. Back in an era when hosiery was sold
primarily in department stores, Hanes opened
a new distribution channel for hosiery sales.
The idea: Since hosiery was a consumer
staple, why not sell it where other staples
were sold–in grocery stores?

22. That placement strategy then drove the
company’s selection of product packaging (a
plastic egg) so the pantyhose did not seem
incongruent in the supermarket.

23. And because the product didn’t have to
be pressed and wrapped in tissue and
boxes, it could be priced lower than other
brands.

25. Too often, entrepreneurs fall in love with their
product or service and forget that it is the
customer’s needs, not their own, that they must
satisfy.

26. Step back from your daily operations and
carefully scrutinize what your customers really
want.
Suppose you own a pizza parlor. Sure,
customers come into your pizza place for food.

27. But is food all they want?
What could make them come back again and
again and ignore your competition?
The answer might be
quality, convenience, reliability, friendliness, clea
nliness, courtesy or customer service.

28. Price is never the only reason people buy. If your
competition is beating you on pricing because
they are larger, you have to find another sales
feature that addresses the customer’s needs and
then build your sales and promotional efforts
around that feature.

29. Effective marketing requires you to be an
amateur psychologist. You need to know
what drives and motivates customers.

30. Go beyond the traditional customer
demographics, such as:
Age Gender Race
Income Geographic Location

31. That most businesses collect to analyze their
sales trends.
For our pizza shop example, it is not enough
to know that 75 percent of your customers
are in the 18-to-25 age range.

32. You need to look at their motives for buying
pizza-taste, peer pressure, convenience and
so on.
Cosmetics and liquor companies are great
examples of industries that know the value of
psychologically oriented promotion.

33. People buy these products based on their
desires (for pretty women, luxury, glamour
and so on), not on their needs.

34. As your business grows, you’ll be able to ask
your best source of information:

35. The pizza entrepreneur could ask them why
they like his pizza over others, plus ask them
to rate the importance of the features he
offers, such as taste, size, ingredients,
atmosphere and service.

36. You will be surprised how honest people are
when you ask how you can improve your
service.
If your business is just starting out, you won’t
have a lot of customers to ask yet, so “shop”
your competition instead.

37. Many retailers routinely drop into their
competitors’ stores to see what and how
they are selling.

38. If you’re really brave, try asking a few of
the customers after they leave the
premises what they like and dislike about
the competitors’ products and services.

39. Once you’ve gone through this three-
step market intelligence process, you
need to take the next–and hardest–step:

40. Clearing your mind of any preconceived
ideas about your product or service and
being brutally honest.

41. What features of your business jump out
at you as something that sets you apart?
What can you promote that will make
customers want to patronize your
business?

42. How can you position your business to
highlight your USP?

43. Don’t get discouraged. Successful business
ownership is not about having a unique
product or service; it’s about making your
product stand out–even in a market filled with
similar items.

44. Now I know this information gave you better
insight on WHAT a USP is and HOW to
create one, but I wanted to supply you with
some real world examples so that you can
model what is working and create
something for yourself, correctly.

46. The following are 6 powerful USPs that
alleviate the “pain” experienced by the
consumers in their industries…

47. I have to get this package delivered
quick!
“When it absolutely, positively has to
be there overnight.” (Federal Express)

48. The kids are starving, but Mom and Dad
are too tired to cook!
“Pizza delivered in 30 minutes or it’s
free.” (Dominos Pizza)
(This USP is worth $1 BILLION to Dominos
Pizza)

49. People want to sell their house fast
without loosing money on the deal.
“Our 20 Step Marketing System Will
Sell Your House In Less Than 45 Days At Full
Market Value”

50. Many people don’t like to go to the
dentist because of the pain and long wait.
“We guarantee that you will have a
comfortable experience and never have to
wait more than 15 minutes” or you will receive
a free exam.”

51. You are sick, feel terrible, and can’t
sleep.
“The nighttime, coughing, achy,
sniffling, stuffy head, fever, so you can rest
medicine.”(Nyquil)

52. The market hates paying huge 300%
mark-ups for jewelry.

53. “Don’t pay 300% markups to a
traditional jeweler for inferior diamonds! We
guarantee that your loose diamond will
appraise for at least 200% of the purchase
price, or we’ll buy it back.”

55. Construct a “Unique Selling Proposition”
(USP) for your business following this
easy 7-step process.

56. Clearly describe the 3 biggest benefits of
owning your product or service. Let me be
blunt. Your prospect doesn’t care if you
offer the best quality, service, or price.

57. You have to explain exactly WHY that is
important to them.
Think in terms of what your business
does for your customer and the end-
result they desire from a product or
service like yours.

58. So, what are the 3 biggest benefits you
offer? Write them down on a piece of
paper…
1.
2.
3.

59. The key here is to be unique. Basically,
your USP separates you from the
competition, sets up a “buying
criteria” that illustrates your company is
the most logical choice, and makes your
product or service the “gotta have”
item. (Not your competitor’s.)

60. Write your USP so it creates desire and
urgency. Your USP can be stated in your
product itself, in your offer, or in your
guarantee:
“A unique baseball swing that
will instantly force you to hit like a pro.”

61. “You can learn this simple technique
that makes you hit like a pro in just 10
minutes of batting practice.”
“If you don’t hit like a pro
baseball player the first time you use this new
swing, we’ll refund your money.”

63. Identify which needs are going
unfulfilled within either your industry or your
local market.

64. The need or “gap” that exists between the
current situation and the desired objectives
is sometimes termed a “performance
gap“. Many businesses that base their USP
on industry performance gaps are
successful.

65. Dominos Pizza used the “Pizza delivered
in 30 minutes or it’s free” USP to become
wildly successful.

66. This worked because of the need or “gap”
in the market – After a long day at work
Mom and Dad are too tired to cook. But
the kids are starving and don’t want to wait
an hour! They want pizza NOW. Call
Domino’s.

67. So, what are the most frustrating things
your customer experiences when working
with you or your industry in
general? Alleviate that “PAIN” in your USP
and make sure you deliver on your
promises. Write your ideas on paper
now…

68. Consumers are skeptical of advertising
claims companies make. So alleviate their
skepticism by being specific and offering
proof when possible. Write your ideas on
paper now…

69. The most powerful USPs are so perfectly
written, you cannot change or move even
a single word.

70. Each word earns you money by selling your
product or service. After you get your USP
written, your advertising and marketing copy
will practically write itself!

71. Now take all the details about your
product/service/offer from the steps
above and sculpt them into one clear and
concise sentence with compelling
salesmanship fused into every single
word. Write your ideas on paper now…

72. Variations of your USP will be included
in the ALL your marketing materials
such as your…

73.  Advertising and sales copy
headlines;
 Business cards, brochures, flyers,
& signs;

74.  Your “elevator pitch”, phone, and
sales scripts;
 Letterhead, letters, & postcards;
 Website & Internet marketing.

75. Be bold when developing your USP but
be careful to ensure that you can
deliver. Your USP should have promises
and guarantees that capture your
audience’s attention and compels them to
respond to you.

76. Having a strong USP can make your
business a big success, or a big failure
if you don’t deliver on it thereby ruining
your reputation.

77. In the beginning, it was a challenge for
Federal Express to absolutely, positively
deliver overnight, but they developed the
system that allowed them to deliver the
promise consistently.

78. Once you have your USP crafted,
go ahead and share it with me in
the comments below! I can’t wait to
see what you have for your
business!!

80. Well, that’ll do it for this training series
and I hope that you use this
information wisely!

81. Marketing is really not that
hard, however, it can be grueling when
you skip steps and do not follow the
protocol on how to be successful at it.

82. This 3+1 Method has given you ALL
that you need to create a winning basic
marketing plan that can be contributory
in helping you to make millions of
dollars!

83. Now go…BE…DO…and HAVE!
Remember, once you have your
USP crafted, go ahead and share it
with me in the comments below!

84. To your success,
~Tracey Walker

85. To go over what you just learned in this video
and get feedback from me,
Visit this website now!
http://socialmediabar.com/marketingplanbonusstep
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