Here’s what we will cover today:

• Learn how to define your USP & stand out from the crowd

• Supercharge your marketing strategy with exclusive resources

• Learn why email is still a must-have marketing tool

Quote of the Day

“Nothing works better than just improving your product.”
~Joel Spolsky

Today’s Tip

Having a strong Unique Selling Proposition (USP) is critical. Your USP separates your product or service from your competitors. It makes your product or service a “unique, must-have” item. And it helps customers to remember you when they need a product or service in your category.

In fact, great USPs have been noted as the keys to success for companies in multiple industries such as these:

The Domino’s Pizza USP is “Fresh hot pizza delivered to your door in thirty minutes or less, guaranteed” (key USP elements are quality (hot/fresh) and timeliness (30 minutes or less))

The Federal Express USP is “When it absolutely, positively has to be there overnight.” (key USP elements are reliability and quick delivery)

Building a great brand and getting widespread awareness of your USP takes time. But the first step, defining your USP, can be done pretty quickly.

Simply follow these steps/exercises to create your USP:

1. Put together a detailed description of who your customers are and the problems and desires they are looking to solve/fill.

2. Describe the key values and/or benefits that your customers will receive from buying your products and/or services.

3. Describe how customers will feel after consuming your product or service (e.g., their teeth will be whiter, they will feel more confident, they will feel safer, they will have more energy, they will have more money, etc.).

4. Write down ways in which your company is different, and ideally stands out from competitors (factors such as price, location, exclusivity, results, safety, timeliness, etc.). (And if currently nothing really makes you unique, come up with some new ideas!)

5. How would you like customers to think about your business? (e.g., as being the guaranteed lowest cost provider, as being the most reliable company, etc.) (e.g., customers think of WalMart as low price; they think of Lexus as luxury, and Toyota as value).

6. Take your answers to questions 1-5 and create a paragraph that portrays your unique selling proposition.

7. Condense your long USP summary to just one line. Use the Domino’s and Fedex examples as inspiration. Realize that you can’t say everything in just one line, but you must get your key points across.

Today’s Resource

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Trivia

Today’s Question: What was the only product ever promoted by Elvis Presley in a television commercial?

Previous Question: What is the full name of Barbie, the doll?

Previous Answer: Barbie's full name is Barbara Millicent Roberts.

She is from Willows, Wisconsin and went to Willows High School. The creator of Barbie saw her daughter liked playing with paper dolls, so she decided to make a 3D version of them.

She named these dolls after her daughter who inspired her to make them.

News

Why You Should Read Business Books That Are Not About Business

Email Marketing is Still Ultra Effective

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