There are 5 specific areas where having a USP can make your job easier while improving your business results:
(1) Selling
One of the toughest objections in selling is, “Why should we buy blue widgets from you instead of our existing supplier or your other competitors?”
With a USP, you can confidently and immediately respond with a powerful, well-thought-out presentation of why you are different, better, and the smart purchase decision.
(2) Marketing
We are taught to stress benefits in marketing, but if every marketer in the field makes the same benefit claim, how can your campaign possibly stand out?
The answer: formulate a great USP and feature it in your ads, letters, websites, and newsletters.
(3) Content marketing
We know content marketing is hot right now.
Well, one of the best applications is to create a white paper clearly articulating the USP, and offer it as a lead magnet.
Doing so takes your USP from a brief differentiating factor to blowing it out in a more well-reasoned, credible, in-depth argument for why we are better than the competition.
(4) Email marketing
Offer an e-class — an auto-responder series of content-rich emails educating your prospects on the details of your USP.
If your USP is strong, true, and sincere, it should go a long way toward moving prospects on your e-list further along the sales cycle.
(5) Telemarketing
Your telemarketing reps face a tough, uphill battle on a long road fraught with difficulty and disappointment.
But a well-crafted USP can help them turn things about — by saying right up front something different and important that catches prospects off guard and gets them to listen a bit more.
This simple 5-point checklist is just the tip of the iceberg. But it should be a sufficient idea-starter list on the road to maximizing ROI from your existing or new USP.
Business Notes, RPC @zbelles
Z World 