leverage & monitise your unique selling proposition

LEVERAGE & MONITISE YOUR

UNIQUE SELLING PROPOSITION

WWW.CAROLINEBALINSKA.COM

WE WILL COVER

Why you need a USPThe 3 characteristics of the perfect USPHow to create your USP


WHO THE HELL AM I?

Caroline Balinska

Not a 1 trick pony….. I have unlimited marketing ideas for any business type and business owners personality

My Archetype personality is Innovative & prestigiousMy traits are:EliteProgressiveAdvanced


I AM THE FOUNDER OF:

The Freedom StrategyOnline Marketing Princess

Ultimate Online Business FormulaSuccess Without Limitscarolinebalinska.com


http://carolinebalinska.com/

A USP is a precise statement of why your business is special. It should answer the question “Why should I do business with you versus any and all of your competitors, including not doing anything at all?”


It is not usually easy to work out your USP. You normally need to dig deep.


WHY YOU NEED A USP

To give your customers clarity

AND

To give yourself clarity


You need a USP so you can create a marketing plan

and your social media around it.


IT NEEDS TO ANSWER THE QUESTION:

What do you do for a living?


What a USP is NOT

• A mission statement• A slogan - • A sales pitch - We sell shoes

under $80• We are the best, cheapest,

biggest• We have been in business for

100 years• We care about you…


The 3 characteristics of the perfect USP

1. It is useful2. It differentiates you from everyone else in

your industry (if it is truly unique) 3. It triggers a chain reaction of questions

from a person who hears/reads it.


examples:

Domino’s Pizza: “Fresh, Hot Pizza Delivered to Your Door in 30 Minutes or Less.”

Dai Vernon’s: “The Man Who Fooled Houdini.”

FedEx: If it absolutely, positively has to get there overnight.


My USP:

“I help you develop YOUR EPIC marketing solution so you can work less & earn more”

&“The only digital marketing expert proving holistic solutions not just tactics”


Does my USP accomplish the 3 things?

1. It accurately describes what you do 2. It differentiates you from everyone else in

your industry 3. It triggers a chain reaction of questions

from a person who hears/reads it: “what sort of epic solutions?” “What would you do for my business” “How do you develop my solution?” “Can I make an appointment with you?” “Tell me more”WWW.CAROLINEBALINSKA.COM

A USP distinguishes you by

• Making you stand out• Raises the bar and helps

stop people comparing you to others

• Becoming your goal


It must

• Be short and sweet• It summarises what

you do• It grabs peoples

attention• It is the headline of a

story


The USP focuses on:

• A customers WANT & DESIRES - Not on needs

• Benefits - Not Features• Answers the question WIIFM?


Your USP has to be

• Flexible - can be used across your business

• It is memorable• Unique• Simple to understand


Your USP should:

Eliminate your competition

Don’t say “we are the best” you want it to sound like you are the

ONLY


examples;

We are not only the best xxx, we are the only xxx to offer a hassle free money back refund

OR

We are not only the best xxx, we are the only xxx to dedicate 100% of our time to you/this service.


HOW TO WORK OUT YOUR USP• Make a list of what you know about your target audience.• Make a list of all the WANTS (the benefits) that your product or

service could meet – these attributes are all potential USPs for your business.

• Screen these USPs against trends and competitors. • Remove the USPs that are already being well met by competitors.

Don't forget that your USP is a unique selling proposition so you are looking for a gap in the market.

• Match each USP against what you and your business are good at. Also think about how you want to be seen.

• Double check that you have the right USP. Does it convey one strong benefit? Is it memorable? Is it clear who you are targeting from the USP? Can you deliver what it promises? Is it unique? Could a competitor claim the same thing?


Some ideas:

I teachI help

I instructI see

Or

I am/we are the only


DO YOU WANT TO BE THE FOLLOWER OR THE LEADER?


Create your USP so you can STAND OUT in your market.

Make more money

Get people to know like and trust you.

People will signup if they feel there is a benefit for them (WIIFM)


How to sell your USP

• Use your USP to create your markting plan• Use your USP to create email headlines and

blog posts• What are all the benefits related to this?


LET’S WORKSHOP YOUR IDEAS


WATCH THIS SPACE!MORE WEBINARS COMING


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THE BONUS

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