USP, no that’s not a dyslexic acronym for the people that drive brown trucks. The Unique Selling Proposition is a vital ingredient in the success formula for anyone who has to sell anything – which means it is not only a skill for sales types, kayelist
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it is the image people who hire you, fall in love with you, and generally put up with you in all facets of life think about you.
To get a handle on developing a dynamic USP, just read some advertising slogans that you will see over and over that someone thought would be just the right thing to say. These are the same people that prove to themselves that advertising doesn’t work when the phone never rings. In the vast wasteland of dumb cliché lines, here are a few examples:
“For all your real estate needs,” comes to mind as one of the biggest wastes of time. Buyers are not motivated by all things needed. They have one major buying need. Smart advertisers know this and write copy that addresses the one person in the market right now ready to buy. You may say, well yeah, but I have to cast a big net to reach as many people as possible. If a million people watching the hottest new sitcom are ‘exposed’ to your ad, but not one responds, your great claim to be all to all who are out there is wasted.
Imagine instead a specific targeted statement such as, “Save over $300,000 on this lakefront home listed for a very limited time as a short sale.”
True, the entire audience may not know what a short sale is, can’t qualify, or have no thought of investing. However, what if only one percent responds? Well, that’s ten thousand potential buyers. Of course using a national campaign is taking it to the ridiculous as an example, so what if we travel back to reality where you can make an impact. Let’s say you direct mail an average zip code of ten thousand. That delivers one hundred buyers. Talk to any real estate agent stuck in an empty open house, amidst the balloons, and trays of left over cookies and ask them when was the last time a hundred for real ready to buy prospects showed up. They will stare at you like you are a frog, then shoe you away like some annoying reptile.
Some other award losing statements are:
“Service is our goal,” another waste since no one will believe it. Anyone can claim they’re great at service, but many times they are the same that will also say, “The check is in the mail.”
Consumers have been burnt. Consumers are smart. Consumers control your business. Consumers know that, first of all, service isn’t a goal, it’s a requirement.
So what does this have to do with you as get ready to order your next stack of catchy business cards. First, let’s find out where all this study of slogans started. Unique Selling Proposition was first proposed as a theory of successful advertising campaigns in the early 1940s. It states that such campaigns made unique propositions to the customer and convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used broadly in any number of fields.
As you recall such statements as, “M&M’s melts in your mouth, not in your hand,” you can thank Rosser and the legends of advertising gurus that followed in his footsteps. He believed the purpose of advertising is to sell. He insisted that an advertisement or commercial should show off the value of a product, not the cleverness of a copywriter. His most typical ad is probably that for Anacin, a headache medicine. The ad was considered grating and annoying by almost all viewers but it was remarkably successful, kayelist
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tripling the product’s sales. In 7 years the 59-second commercial made more money than the movie Gone With The Wind had in a quarter-century. He argued that advertising campaigns should be unchanging with a single slogan for each product. Never to utter the words, “All your anything needs.”
