Newsletters Made For You- Exceptional Living

So I’m sitting at a traffic light waiting for it to turn green when I notice the signage on the truck in front of me.

It was a security company vehicle. On the back it said: “We Return Calls.”

It may not sound all that special, but in today’s customer service wasteland, it’s a pretty big deal.

I don’t know if it was intentional or not, but this company created for itself a USP – a Unique Selling Proposition.

Marketing legend Rosser Reeves created the concept in 1961. He said a USP had three parts:

1. Each ad must make a proposition – “Buy this product and you get these benefits.”
2. The proposition must be unique – something that your competitors do not, cannot or will not offer.
3. The proposition must sell – it must be something prospects really want; it pulls them over to your product.

Marketer Dan Kennedy defines USP this way:  “It explains why I should do business with you above any and all other options, including doing nothing.”

Here are some great examples:

“You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.” -Domino’s Pizza

“When your package absolutely, positively has to get there overnight” – FedEx

“It melts in your mouth, not in your hands.” – M & M’s (created by Reeves himself)

As these examples (and others you can probably think of) show, a USP will separate you from the herd and quickly grow your business.

It defines who you are and it shapes how people think about your company.

It will also create great clarity in your business and in your mindset. 
 
Here’s the rub:  Only YOU can create your USP.  You can’t outsource it or hire a consultant. Only you can do it.

Frankly, it’s not an easy thing to do and it requires a lot of thought. 

But… it’s worth the effort because a great USP gives you an incredible marketing advantage over your competition.

Just imagine what will happen when you join your USP with Exceptional Living print newsletter that you send to your customers every month. 

Now you become unbeatable.  Your competitors will never know what hit them.

Kick butt and take names.

- David Gruttadaurio
“The Print Newsletter Expert”

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