Manual Four - Developing Your USP
In this manual, you will learn how to develop a Unique Selling Proposition that attracts people to your business and outsmarts your competitors.
The Unique Selling Proposition (USP) was first described more than 50 years ago in the classic book by Rosser Reeves, Reality in Advertising. While given much lip service, the concept of USP is seldom understood or operationalized well. Reeves said that your USP must meet three criteria to be complete and powerful:
It must say to your consumer, “Buy this and you will receive this specific benefit.”
Your USP must be one that your competition does not, or cannot, offer. It must be strong enough to attract new customers to you.
Your USP is the basis for your marketing and advertising efforts. It is the unique advantage you use to sell your business. Your USP should be dramatic and memorable. It needs to make, stand out and attract new business. It should also generate word-of-mouth to drive referrals.
In this manual, you will discover:
- Why your USP is so important to lowering your costs and increasing your income.
- Why your new USP will integrate and IGNITE your marketing.
- How your USP ties together your targets, segments and niches.
- How to gather input for your USP development and step-by-step formulas for developing the best possible USP for your business.
- Sample USPs to stimulate your ideas.
- How to test your USP for effectiveness and use your USP most profitably.
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