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- If you are unique then as soon as you start telling people reasons why, somebody else will copy it and, alas, it is no longer unique.
- Most people realise above as soon as they start looking and instead of doing hard work they'll just slap a USP label on something that is 'me too' or mediocre.
- USPs feed many money-hungry textbook marketers with research, positioning and creative brainstorming projects. Then once somebody copies you it's back to drawing board and they can get paid all over again.
I want you to get notion of 'unique' out of your head by replacing it with 'decisive'. We'll look at how to achieve this shortly. Too many "textbook marketers", in my experience, really don't understand USPs. It's just another buzzword they throw at you to sound clever and important but under surface their USPs are usually little more than over-dressed features.
So What Should You Be Aiming For? Right, back to programme... I'd like you to ignore 'unique' and replace it with 'decisive'. I call this Decisive Power Point (DPP).
A "Decisive Power Point" is more effective than a "Unique Selling Point" for a number of reasons:
- Unique doesn't necessarily mean favourable to person choosing - Decisive does! - If all else is equal your DPP will tip scales in your favour - it will be deciding factor. - DPPs work from your client's viewpoint - they are triggers that help your client decide, not just things that you think are unique. - A decisive difference is much easier to find and maintain than a unique one.
So, don't settle for unique! Be decisive!
NOTE: An example of DPP chart can be found here... http://www.debbiejenkins.com/academy-pics/DAY17-dpp- example.gif Your goal is to have a benefit that is higher and further to right than three of your best competitors.
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"Dangerous" Debbie Jenkins is a marketer, author and stand-up comedian who helps the owners of small expert businesses get more success by doing and spending less. Join her F^REE Lean Marketing eZine here ==> http://www.leanmarketing.co.uk/free-news.php