| Are you struggling to create a memorable
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| | real estate agent you met told you that
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| positioning statement or USP (Unique
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| | she could sell your house in next to no
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| Selling Proposition) for your marketing?
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| | time?
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| Do you want to stand out from your
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| | You've just witnessed the psychological
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| competition, but the uniqueness of your
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| | power of the Problem-Based USP.
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| business seems to elude you? Here's a
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| | How To Create A Knockout USP For Your
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| sneaky, vital secret that turns
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| | Business
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| conventional marketing psychology on its
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| | Let's assume you're in the wine selling
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| head. By changing your positioning
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| | business. To own real estate in a
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| statement, find out how to transform your
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| | customer's brain, you'd have to do battle
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| weakest link, into your strongest
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| | with about a zillion other wines. Yet
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| marketing strategy ever!
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| | decades ago, Paul Masson cut through the
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| Avis Is Only Number 2. So Why Go With
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| | clutter with a simple statement. We sell
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| Them?
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| | no wines before their time. With charming
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| Years ago, in the rental car market,
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| | simplicity, they turned a negative
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| Hertz was chugging along merrily, with
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| | waiting period into an exploitable
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| Avis a distant second. With one
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| | advantage.
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| Problem-Based USP, Avis closed the gap.
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| | You too can turn your liabilities into
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| Their catch phrase, We're No.2, We Try
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| | assets. Stop screaming about how
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| Harder, ignited the minds of the target
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| | magnificent you are, and look for the
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| audience like a rampaging bush fire. They
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| | apparent glitches in your business. Let's
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| turned a liability into an asset.
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| | just consider a few scenarios.
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| Southwest Airlines took to the skies with
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| | Are You Perceived To Be Too Expensive,
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| a similar message. We're Smaller Than
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| | Slow, Or Maybe Just Too Busy?
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| Everyone Else, they told us, while gently
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| | When we started our website at
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| explaining why their service was
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| | PsychoTactics.com, we were faced with a
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| dramatically better, as a direct
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| | similar dilemma. As human beings, we
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| consequence of their size. They also
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| | often disdain simplicity and common
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| turned a liability into an asset.
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| | sense. The distillation process needed to
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| In 2001, Harley Davidson proudly boasted
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| | simplify a concept into easy-to-munch
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| how their CEO was 38th on the waiting
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| | bites is often just seen as common sense,
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| list for the company's then, new V-Rod
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| | and of no huge intrinsic value.
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| motorcycle. And they took pains to
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| | Taking that liability into consideration,
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| describe how each Harley was lovingly
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| | created a USP concept, that stressed the
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| rolled off the plant. The waiting period,
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| | fact that everything was not just old,
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| which normally would be perceived to be a
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| | but at least 5000 years old. In fact,
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| negative, was turned into a publicity
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| | everything has already been tried and
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| coup that burned a stamp of quality and a
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| | tested. That put us in a mould that is
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| uniqueness into the brains of every
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| | totally different from all the
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| prospective Harley owner.
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| | new-fangled marketing angles you hear
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| All of these companies took a cold,
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| | about every day. The liability of common
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| hard-nosed look at reality. The
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| | sense was turned into the asset of
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| superlatives in their business had been
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| | experience.
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| taken. Instead they unearthed their USP,
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| | Best of all, it turned a problem into a
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| in what most people would consider a
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| | winning USP concept.
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| disadvantage of sorts.
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| | The Biggest Reason Why You Should Search
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| Are You Doing What Sally Did?
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| | For The Hiccup In Your Business Strategy
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| Sally is one heck of a real estate agent.
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| | Finding what makes you beneficially
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| Barely six months into real estate, and
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| | different is a notoriously difficult
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| she's already forging a red-hot path into
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| | task. However, just about any client or
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| the top ten salespeople in the country.
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| | potential buyer will very quickly
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| While her talents and persuasive powers
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| | identify your weaknesses and liabilities.
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| are formidable, there's a little
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| | If it's a technical problem, you can fix
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| something that puts her head and
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| | it. If it's a conceptual problem such as
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| shoulders above the rest of the crowd.
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| | speed or price, it is much harder to fix.
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| That Little Something Is A USP On
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| | This, however, is the key to your
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| Steroids!
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| | success. The more you try to keep your
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| If she chose to be unimaginative, Sally's
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| | weaknesses and liabilities under wraps,
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| USP or tagline could have ended up as
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| | the more customers will uncover them. On
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| pretty run-of-the-mill. It could have
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| | the other hand, take a liability and turn
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| ranged from a tacky, Residential
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| | it into an asset. Expose a problem to the
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| Properties for every budget, to utterly
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| | harsh glare of the spotlight and
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| boring, Getting Top Prices for Your Home.
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| | transform your frog into a prince.
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| All of which would see her struggling to
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| | This brave act will gain the instant
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| stand out, in a dog-eat-dog me-too
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| | admiration and support of your clients,
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| marketplace.
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| | while giving you a USP that others simply
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| A goody-gum-drop USP would get her
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| | won't have the guts to match.
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| nowhere in a hurry. She needed a USP with
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| | Can You Make The Leap?
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| rocket fuel in its tanks. Something that
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| | Creating a negative USP is a tricky,
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| would reach out and demand your attention
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| | dangerous tactic, and one not to be taken
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| without hesitation.
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| | lightly. "We're slow and proud of it!" is
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| If You Sold Your Home In A Week or less,
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| | hardly a selling point, yet fulfills the
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| You Probably Got Too Little
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| | requirements laid out in the article.
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| That's the USP that Sally created. Can
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| | However, if you've been struggling with
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| you see what I mean? Doesn't that USP go
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| | your USP, as many companies do, this is a
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| for your jugular? Sally's target audience
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| | tactic that may work well for you-as it
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| is sellers, not buyers. If you just sold
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| | has with some of the companies above.
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| a house, wouldn't you feel a twinge of
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| | It's time you tickled your customer's
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| regret? What if you were about to sell a
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| | brain with some sharply focused
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| house?
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| | psychological marketing jujitsu. Find the
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| Wouldn't you be curious to find out just
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| | weaknesses and liabilities in your
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| a little bit about what Sally does to
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| | business, carve them into a dynamic USP,
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| lasso in a higher return? And wouldn't
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| | and the attention your business has been
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| you be just a little bit wary if the next
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| | craving for, will be yours forever more!
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