Using,USP,Quickly,Connect,With marketing Using a USP to Quickly Connect With Prospects
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
The acronym USP (Unique Selling Proposition) was created byRosser Reeves, marketing expert in the 1960's. Over time,his concept has been used by others, called different namesby different individuals and pretty much has taken on a lifeof its own. You might know about this concept, but call it aUnique Selling Advantage (USA), Competitive Advantage,Elevator Speech or 30-Second Commercial. Dennis S. Vogel,Internet author, says, "The biggest words for each of themis UNIQUE!" One thing that seems to be consistent is thatUSPs work best when they're short and get your point across- fast! During a recent teleclass I attended, held by JayConrad Levinson, author of Guerilla Marketing Handbook,mentioned creating a 7 word USP.Have you ever had someone introduce themselves, using theirtitle, and then you tuned out the rest of theirintroduction? Have you ever introduced yourself to someoneand watched an invisible wall come up between the two ofyou?When we tell people "what we are" instead of how ourservices can benefit them or "who" we are, walls often popup. So how can you get and possibly keep someone'sattention? Learn to introduce your business credentials,without using your title. Create a few business and personalUSPs.For example: If you're at a networking meeting, you'll firstshake the other person's hand and then state your name.Other things you might add to your USP are:1. What makes the work you do unique as compared to othersin similar careers.2. Something special about your business and how it canbenefit your new acquaintance.3. An open ended question such as "tell me about yourbusiness so that I can tell others about you", "how longhave you been in business and/or lived in this area?" etc.4. State your title somewhere in between what you say, vs.saying it at the beginning.5. Say something "daring" like "I'm in the happinessbusiness, is there an area in your life you'd like to makehappier"6. If you have something new you're promoting, don't beafraid to change your USP to include it.Once you've written what you want to say, ask your clientsquestions about what makes your business stand out, what youoffer that is of the highest quality, etc. Why? You want tostate the benefits of doing business with you from theclients' perspective, not yours-and I can tell you that whatyou see as a benefit of doing business with you may not bewhat your clients feel.Creating a few different business and personal USPs, thenpracticing them, can make the difference between connectingwith people and not connecting. So practice your newintroduction on everyone you know until the words feelcomfortable to you... Practice in the mirror... and telleveryone you know you'd like to borrow them to practice,too.Additional information on USPs can be found on the Internetat:USP History and The Basicswww.emediaplan.com/admunch/Biographies/Rosser.aspA Compelling USP Description by Dale Chamberswww.cism.com/featurearticles/compelling_description.htmIf you dont have a USP (Unique Selling Point), Create Oneby Karl Ruegg www.topten.org/public/AP/AP86.html3 Steps To A USP By Barbara Ling www.riseway.com/usp.htmlHow to Write an Elevator Speechwww.avnmembers.co.uk/knowledgebase/Business/elevatorspeech.htmUse Your Unique Selling Proposition To Make The Sale by JanaM.Kemp www.janakemp.com/article3.htmUnique Selling Propositions (Some Questions To Consider)www.virtualtechnocrats.com/selfhelp/businessebook/marketing/usp.htmlExplains USA, UPS and all the other word's they're called byDennis S. Vogel www.voy.com/31049/17.htmMARKETING - 12 Unique Selling Propositionshttp://www.homebiz.ca/News/Archives/052200.htm#MARKETING%20-%2012%20Unique%20SellingYour USP: Why Should I Hire You? by Kevin Donlinhttp://www.careerowl.ca/candidates/resources.htm
Using,USP,Quickly,Connect,With