"How To Create A Powerful Unique Selling Proposition (U.S.P.) and Double or Triple Your Sales and Profits!" (continued from cover)
 These are the three most important words in marketing and advertising... "Unique Selling Proposition."  These three words or the acronym U.S.P. was coined in the mid 1950s by advertising man Rosser Reeves, brother-in-law of legendary advertising genius David Ogilvy.

When you hear the product U.S.P. "melts in your mouth, not in your hands," you quickly recognize the candy company M&Ms.  Reeves created that product U.S.P. and it gives marketers the formula for creating your own powerful Unique Selling Proposition.

These three parts of the magic formula must be present:

1.  Each ad must make a proposition to the potential customer:  "Buy this product and you will get this specific benefit!"

2.  Your proposition must be one your competitors do not or cannot offer.  It must be unique to your niche market.

3.  Your proposition must be strong so it moves masses of people to buy.

Create a powerful U.S.P. for each product you bring to market and you will see your sales and profits double or triple.  Don't just make your advertising interesting... make your products interesting by creating a powerful U.S.P.

You should also create a powerful U.S.P. for your company and gain the competitive advantage in your market.

Here's why:  every successful, every thriving and growing business is driven by a "real" S.O.B.  Now, I'm not talking about some foul-mouthed, unreasonable jerk.  By S.O.B. I mean...

"Statement Of Benefit"

Your "Statement Of Benefit" is a concise, distinct and appealing statement that tells your prospect or client the most compelling benefit they will gain by doing business with you.  Your S.O.B. or U.S.P. is what sets you above and apart from all competitors.

To create a powerful U.S.P. for your company you must:

1.  Understand you will end up being a "me too" business if you try to be everything to everyone.  You gain the competitive advantage and market dominance by targeting a niche market.

2.  Understand what your customers, clients, prospects, and people in general really want.  They want to solve their problems and fulfill their desires... as quickly, easily, and painlessly as possible.  That's the secret!

Find your market niche by looking for gaps which exist in your target market.  Tell your market how you can fill that gap and the benefit to them when they do business with you.

Incorporate your U.S.P. or Statement of Benefit (S.O.B.) into your headlines.  For example:

"When You Buy An Internet Marketing
Seminar From One Of Our Competitors
Your Money Is Gone Whether Your Like The Seminar or Not...

When You Buy a Seminar From
Michael Penland, You Have a 'Half-Day-To-Let-Me-Prove-It-To-You' Guarantee in case you're not 100% satisfied by lunch on the first day -- You Get 100% Of Your Money Back ... and You Keep ALL Our Bonuses... Absolutely FREE!"

Internet & Joint Venture Marketing
Super Conference!

Your success or failure is directly connected to your own 'Unique Selling Propositon" ... whether it's a U.S.P. for your business or for your product.

Home | Links | Contact

© MMVI Michael Penland. All Rights Reserved.