Michael Senoff's Definitive Guide to Marketing » USP Examples

How to Develop a Compelling USP

admin — Sun, 21 Jun 2009 21:10:18 +0000

If you can craft a powerful USP that hits a home run in the mind of your client’s customers, you’ve found the one thing that can bring them out of obscurity into the spotlight of fame. It’s pure marketing gold. A good USP can take a “nobody” and miraculously turn him into a famous “somebody”. It’s the difference that can take a product or service from “good” to a marketing “great”. A great USP will not make the cash register ring, but it will make it sing. Without a doubt, it is one of the core marketing vehicles through which great financial fortunes are made. Together, we are going to craft a powerful USP for your business that can do all those things and take your financial fortunes to the highest possible levels. We’re going to do that by increasing sales. We’re going to increase your sales by crafting a compelling, memorable introduction for your product or service that will having everyone aching to try you. In this recording, you’ll hear me interview Mr. Bill Bodri an international marketing consultant and professor. Bill wrote the book called How to Write A Million Dollar USP. If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

Why Your Customers Will Always Know Your USP Better Than YOU

admin — Sun, 21 Jun 2009 03:53:34 +0000

This recording is a follow-up to a consulting call I did with Nick, the owner of Advanced Hosting Networks. In that recording, I asked Nick’s permission to call some of his newer customers in an effort to determine what is important to people as they shop for a web hosting provider.

Key Concepts

Everyone I talked to were very appreciative of my call and it made a difference in how they viewed the customer service that Nick’s company provided.
I found the most common reasons why people chose Nick’s company over the thousands of other web hosting companies.
I was able to talk about some of the items in Nick’s Unique Selling Proposition that we had determined during our consulting call. You will hear how happy these new customers were when they heard these items and how it confirmed to them that they had made the right choice.

Probably the most outstanding thing that was accomplished was that my calls uncovered some questions that customers had about setting up their web sites that they hadn’t even inquired about. You will hear how this proactive approach to customer service can really make a difference and begin what will hopefully be long term relationships between these customers and Nick’s web hosting company. If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

How To Integrate Nick’s USP Into His Web Hosting Business

admin — Sun, 21 Jun 2009 03:45:26 +0000

In this recording with Nick, the owner of Advanced Hosting Networks, I make a presentation to Nick about how to utilize his USP in the company’s day-to-day customer activities. In my excitement to create a great presentation, I whipped up a “straw man” web application. It included the items in his USP, which I suggested be the basis for a real application that could be developed. That application would assist his service representatives in answering the phone, capturing information, and obtaining new customers. In that respect, this is more of a workshop than simply a recording. I love this presentation because it shows how Nick’s USP becomes an integral part of his business activities. Listen carefully to the role playing between a service representative and a caller to see how to gather information in an automated fashion and ways to present your USP to potential customers. You will get some tips about how to talk to potential customers. For example, in our role playing, see how many times I call the customer by his first name—an important sales and customer support tool! If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

The USP Of A Snack Food String Cheese Distributor

admin — Sun, 21 Jun 2009 03:18:23 +0000

What you’ll hear in the first section is a client calling me for the first time looking for marketing help for his cheese business. Then, you’ll hear me call Richard for coaching advice on how to perform the Opportunity Analysis interview with this prospect. Richard has 17 years of experience conducting hundreds of business opportunity analysis sessions with clients ranging from Mom and Pop small businesses to multi million dollar corporations. Then, you’ll hear me call the prospect and conduct the Opportunity Analysis. Finally, at the very end is what we all want to hear from our prospects—a client calling me back to hire me as a consultant. You’ll hear him take my mailing address down so he can send me the money via Federal Express. This was only the second time I have used this Opportunity Analysis Worksheet to sell consulting services. This is real, as it happened, and it’s absolute proof you can do this too. I’ll offer you PROOF! All you have to do is follow this proven “recipe.” If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

HMA Opportunity Analysis Training With A Tanning Bed Business

admin — Sun, 21 Jun 2009 03:03:05 +0000

George is the owner of a small tanning bed business. He called looking for some advice on how he could grow his business. Without knowing or promising anything, I invited him to talk in more detail about his goals. Listen in as I take George through the HMA Opportunity Analysis in an effort to discover Hidden Marketing Assets (HMA). More importantly, listen to the willingness of George to grow his business. And finally, listen as George hires me to develop a Unique Selling Proposition (USP) for his business. Developing the USP is the first recommended product we teach our HMA consultants to activate for clients. If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

Opportunity Analysis Training With A Guided Fishing Tour Business

admin — Sun, 21 Jun 2009 02:56:28 +0000

Here is a special opportunity analysis training with Jonathan, the owner of a small fishing tour business. Keep in mind this is not the ideal client that I would recommend you take on. This opportunity analysis training has some important lessons that cannot be denied. Even though this is a startup business, I was able to find some hidden marketing assets that Jonathan could use to grow his business immediately. Another lesson to keep in mind is that Jonathan did not have money… You should only be doing opportunity analysis interviews with people who have money. Listen in and follow along on this interesting look at the fishing tour business. I know this recording will give you more confidence in yourself. I also hope it will motivate you to get a client and start your own lucrative marketing consulting business. If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

HMA Opportunity Analysis Training With A Diabetic Supplement Company

admin — Sun, 21 Jun 2009 02:48:23 +0000

This is an Opportunity Analysis that I did with a business owner named Dave. Dave has an online business marketing supplements to diabetics. This audio is a splendid tool to help HMA Consultants learn how to question potential clients, try to uncover hidden marketing assets in a business, look for opportunities, and try to find ways to improve a company’s marketing efforts. Early in the conversation, I introduce the HMA System to Dave. I discuss how the system works, the types of businesses that HMA Consultants typically work with, and general price ranges for projects. Following the Opportunity Analysis Worksheet, being an excellent listener, and asking the right questions are all essential to obtain the big picture of any business. My questions lead Dave to explain that his online supplement business is stagnant. I obtain the background of his diabetic wellness business—How it started, when it started, who started it, and who formulated the supplement. Near the end of this audio segment, Dave and I explore ways to increase the company’s marketing effort. Since Dave doesn’t feel that he has a lot of money to invest in having a consultant develop and implement new marketing efforts, it might be best if Dave does it himself with some guidance from me or another HMA Consultant. If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

HMA Opportunity Analysis Training With A Start-Up Internet Business

admin — Sun, 21 Jun 2009 02:41:25 +0000

Mark Mysack called looking for marketing advice on his new Internet start-up business. This was only the fourth time I had conducted an opportunity analysis. Notice how I close all the way through the call. This is something I was not doing in my earlier calls. Each call gets easier and easier. My confidence in conducting the opportunity analysis is growing. Stick with me on this call to the end even though you may get a little lost with the details of his business. His business is not the important aspect of the call. It’s how to interview a prospect. I did this call with Mark for two reasons. One, he agreed to let me record the call so I could show you how to do an opportunity analysis. Two, I needed more practice. If you think you are going to be able to do one of these calls and feel comfortable the first time, you are mistaken. You have to practice this interview format several times before you get comfortable with it. You have to really understand the HMA system and how it can help a business grow. But when you understand this interview process like the back of your hand, the world is yours. You will have the confidence to interview any business and show them all the money available to them by having you as their marketing consultant. If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

HMA Opportunity Analysis Training With Barcus Accounting Practice

admin — Sun, 21 Jun 2009 02:27:46 +0000

I live in San Diego, California. My client, Barcus, lives halfway around the world in Australia. This is a live recording of me using the Opportunity Analysis Worksheet. The purpose of using this worksheet is to uncover every single one of the “hidden marketing assets” in Barcus’s business. My client has no idea I am simply reading (word-for-word) parts of the script directly printed on the worksheet. Listen to the dramatic effect this Worksheet (or, cheat sheet, if you prefer) has on Barcus, who is a successful adviser. By using this tool, I don’t have to “wing-it” like I’ve done in the past. I have a scripted sequence of questions to follow. This is my new secret weapon. To me, it’s like a huge bull dozer I can use to dig out the marketing assets buried deep in his business. Assets he can’t even see until I dig them out for him with my questions. I know this recording will give you more confidence in yourself. I also hope it will motivate you to get a client and start your own lucrative marketing consulting business. If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]

HMA Opportunity Analysis Training With A Small Moving Business

admin — Sun, 21 Jun 2009 02:11:35 +0000

Raphael ordered some pre-owned marketing materials from me. As part of his order, I offered to do an opportunity analysis for his 30-year-old moving company. Keep in mind he has paid me money to take him through this “Business Audit”. In the HMA System, you’ll learn how to charge for this service and make a lot of money easily. You’ll hear the exact questions to ask to uncover hidden marketing assets and have clients “sell themselves” on your services at the same time. If Raphael had only met an HMA marketing consultant years ago, he may not be at the point of switching careers. My goal in this recording is to teach you how to get a client. I want you to take this training and try it on a prospective client of your own. Listen and learn from this example. Other consulting opportunities will merely tell you how to get a client; I’ll demonstrate how. This is another exclusive Consulting Secrets HMA training on how to interview a prospective client over the phone using the opportunity analysis worksheet. If this audio file doesn’t load, it’s because you’re not logged in! [MP3 download and Transcript accessible by Gold level members only! Click here to register for Gold ]