Is yours one of them? Are they really following the science or are they following the money? “Facts… Just the Facts m’aam” Joe Friday Look, we're all sick and tired of hearing this threat of another lockdown, another wave, and at the same time most of these governors are blocking the prevention and the treatment that we need. Let's follow the science even Dr. Fauci would agree with these three things. A) The healthier you are the better you'll fare. B) Coronavirus is not a death sentence for everyone C) A healthy immune system is more important than ever in the history of humankind

The concept of a Unique Selling Proposition or otherwise known as USP (Unique Selling Points) was developed back in the 1940’s. USP’s represent those features and details that a business has that makes it different (and/or better) than their competition.

Your USP’s, when properly communicated, will help you differentiate and separate your business or service as distinctive. Generally, it will convey your unique benefits to your prospective customers.

Everyone has heard of this principle. And yet, most businesses don’t follow it.

Owners copy from each other constantly. Grab an ad of yours and put your competitor's name on it and ask, does this still ring true? If so, you’re guilty too. In Reality in Advertising, one of our mentors, Walter Reeves perfectly defines the concept of USP’s in three parts, summarized here:

1. Each advertisement must make a proposition to the consumer—not just words, product puffery, or show-window advertising. Each advertisement must say to each reader: "Buy this product, for this specific benefit."

2. The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand or a claim the rest of that particular advertising area does not make.

3. The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.

The Most Common Marketing Mistake Being Made

Copying.

When everyone looks the same, sounds the same and all says the same things, you leave your prospects with NO other choice but to compare each of you by price (cost).

This is so unfair and what the end result is, you end up ‘SHARING’ the market with your competition. Every time someone joins the market to sell what you sell, you take a pay cut.

That’s not why you went into business, is it?

If you can spend some time to uncover a number of the things that make you unique, that only you can say, you will separate yourself from the pack and truly CRUSH YOUR COMPETITION!

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We have our own interpretation of this unyielding law of success:
Find out what you do better and/or different than your competition and promote the hell out of that.
Go to our website and download your Unique Selling Points Worksheet:
http://MyMarketingSucks.com/Unique-Selling-Points
It will walk you through an exercise that will make your marketing 2x, 3x even 4x more effective.
Used in your marketing and advertising, you will make your competitors ‘invisible’ to your market.

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Separate From the Pack to Dominate Your Market

They say that “Imitation is the Greatest Form of Flattery”.

That's a bunch of crap. It's a death sentence.

This is why there are copyright and trademark laws. It's to keep people from copying from each other because it hurts business.

We have a fitness center client we’ve worked with for years. They are out California in a very competitive environment. Everybody copies off of each other and the big box gyms kind of set the pace. What ends up happening is people share the marketplace with each other and nobody sees growth.

We recommended our client to begin working on developing their unique selling points to better promote their fitness and weight loss program.
Now, every health club has some type of weight loss program. People everywhere are looking to lose weight and most businesses are lazy marketers - so they merely copy off of each other.

However, our client does some unique things with their weight loss program:

● They have a start date, finish date and a goal date.
● They make sure everybody in their program hits their goals.
● They recorded results, they published it, and they gathered testimonials.
● They took before and after pictures.
● Videos of the class were produced for publication

Such detail and documentation were brilliant. Now they can prove in advance that their system works. Take a number and get in line.

Sign-ups were huge.

Now the buzz got out about this great program that’s producing great results. So what do you think the competition in the area did? That's right, they try to copy it.

It didn't work. They tried to add six or eight-week programs, they did things similar to our client. They put a couple before and after pictures up and they charged about the same price (only a little cheaper that's where they felt like they would steal the marketplace by being cheaper).

The reason that didn't work is because it was not unique - it was the same old, same old. From club to club, they all tried to sound like our client, look the same, and feel the same.

The result - they all became invisible and nobody joined any of them.

                                          Your Unfair Advantage #3:
      When People are Confused, They Freeze. Give Them Clarity!

Our clients’ program continues to grow. As a matter fact, not only did they grow, they are running multiple sessions at a time, week after week.

After a couple of months they converted it to an online program so they can launch it nationally. It's growing at the pace right now to become one of the biggest selling fitness and weight loss programs on the planet.

We don't want to jinx it because it is starting to see the success it really deserves because it is unique special and different. That's one of the keys one of the unique selling points. One of the things that make this better and different than all the other crap on the market is this... a little secret…

Are you ready for it? Can you handle it?

Here it is “You don't lose weight in the gym. You lose weight in the kitchen.”

All the competing health clubs made the mistake of trying to put together a fitness program in their gym to help people lose weight. They're showing before and after pictures of real people losing a few pounds and nobody was impressed enough to join.

Our client showed pictures of people who lost 10 pounds or more with their unique nutrition and weight loss program. Participants look great and were encouraged to wear flattering clothes to show what a great weight loss plan PLUS a fitness regime can do to tone up their new fat reduced bodies.

The ultimate benefit to losing the weight wasn't the number on the scale. It was that you look good, you feel good you're proud of yourself. You tone up and you get in the best shape of your life.

That's what our client is selling.

That's what they were showing off that's what made them better and different and unique from the rest of the marketplace.

Create Separation to Stand Out From the Pack

Can you get it to start to see how YOUR unique selling points can separate you from the pack and help you dominate the market?

Copying from each other, copying websites, ideas, and programs does nothing but create noise. Noise in the market creates confusion. Everyone starts to look the same, sound the same, and appear to be the same. Confusion creates inactivity. People freeze when they're confused.

Our competition at Profit Partners LLC steals ideas from us constantly. We put out a marketing newsletter every single Monday morning. We haven't missed one in over 13 years. That newsletter goes out religiously, without fail, so needless to say our ideas are out there to be seen.
Our competition takes them from us shamelessly!

We coined the phrase AutoPilot (as one word) for one of our products. Now it's used everywhere; we see it constantly. Thirteen years ago nobody was using the term and today we see it used in many places.

It drives us crazy and pisses us off when we see a competitor of ours taking our marketing ideas, repackaging it and start to sell it as if it's their own product.

We want to shout from the rooftops and call that person a thief and a liar.

Stop Thief!

Sadly, that's business in today's market.

That's what goes on today and why patents and trademarks have an expiration date - supposedly competition is good for everybody.
But man, when a competitor steals from you, it feels like a dagger through the heart!

                                            Your Unfair Advantage #4:
   Develop Your Own Unique Selling Points. They Are a Cornerstone of Your Marketing

It’s time to come up with your own unique selling points. To show people why you're better and different than everyone else.

Nothing feels better than to hear people say when they walk through your front door, call you, or send you an email - “I'm buying for you because you do XYZ so much better than the rest of those guys. I love the way you presented XYZ.” That's exciting.

That's what you need Unique Selling Points can do for you and your business. It can turn things around and give you a windfall of new sales, customers and revenue.

It doesn't matter what YOU know and believe to be true about you and your business. The ONLY thing that matters is what OTHERs perceive you and your business to be!

I dedicated a part of this book (My Marketing Sucks!) to winning systems and used the Patriots as an example. This was written when they were 4 and 1 in September while playing without their MVP Quarterback Tom Brady. It was not a surprise to see them win their 5th Super Bowl trophy. The article highlighted WHY they will continue to win and what we can learn from them…