It Is Not Enough To Have a USP, You Need An Irresistible Offer

Many ads I see tend to state the facts about the advertisers and not the benefits. When people look for a service, they are looking to find out who will give them the biggest bang for their bucks. They don’t really care if you have the biggest company, or how many locations your company has.

That is why a Unique Selling Proposition (USP) is extremely important. You need to break away from the ordinary and step into the extra-ordinary. If you do what everyone else is doing, you will earn what everyone else is earning. Yes, you can out do them, but 120% or even 200% better than average is really not that much better is it? At least not for all the effort you end up putting in it I promise you.

Many businesses get sucked into what is called the "me too syndrome" where they see running ads and turn around and run the exact same type of ad. These ads have a huge impact on us, they box us in this false sense of correctness and suppress our creativity.

Frankly speaking, it is must easier to follow someone else’s concept than it is to create a new one so we get sucked into it.

If you can’t find the niche, create it

To be successful, you have to either be the first to a new niche, or spend tremendous amount of money battling to get into an existing one.

One of the major fallacies however is that there are only so many ways you can do something and everyone has done them already. That there are no new niche out there. Real Estate is Real Estate.

Smart and successful marketers will find a new niche. If you can’t find a niche, create it. Don’t try to compete with others, create your own market.

While eBay, Craigslist.com, and amazon.com were the first to the market with their ideas, others came into an existing markets and dominated them.

Take Zillow for example. The Real Estate CMA type of websites is not new. There are so many sites that offer similar services ranging from HomeGain, HouseValues, to bank sites such as Bank of America’s website that used to offer house values.

What Zillow did was create a new niche for themselves that allowed them to be unique and different from all the other services. Yes they did go the extra mile to get it done, but they stand alone now.

Same thing in Real Estate. And I do mean both Real Estate Investing and Real Estate Agency type of work.

Can you take an existing concept and make it sound so unique? can you offer something that no one else is offering? Can you state it in a way that makes you stand out?

Answer these questions and you may have as well unlocked the secrets to your success.

It is not enough to be unique

While all that is nice and dandy, there is another issue you must address when marketing yourself. It is not enough to be unique and create new niche from an existing one. You MUST compel people to act, and act now. You must give them a reason to want to do business with you.

"If you build it they will come" movie has destroyed so many companies who believed in that B.S.

Domino’s built their business on a Unique Selling Proposition that was so strong, and so profound. They offered people Hot Pizza. They never ever mentioned that they are the best, the tastiest, or the biggest.

They entered an existing Pizza market dominated by the likes of Pizza Hot and won very large share from them. Without competing on taste, or price.

What Domino’s did, was find a need and filled it. They decided to create a niche of their own. They did that by their USP and slogan at the time. Hot pizza delivered to your home in 30 minutes or less or it is free guaranteed.

They gave their market an alternative so powerful people could not resist. If you are hungry right now, you don’t want to wait indefinitely until someone brings you your food. You want to eat now. Not only that, if they don’t keep it up, you will get it FREE!

That USP was so powerful. It made an IRRESISTIBLE OFFER.

An offer you can’t refuse. Sure, many preferred the taste over the speed, but there were enough people who appreciated that offer. I am one of them. Well, now a days things changed and other Pizza Places started competing in that niche, but Domino’s has already established themselves.

So look at your business. Can you come up with something unique? Can you state it in an irresistible way? will it be so compelling that whoever sees it will want to pickup the phone and call you right now?

Remember, people have strong tendency to procrastinate and tell themselves "I will call them later" or "Let me see what else is out there". These are lost opportunities!

If your prospect has seen your ad, you should do your darnest to make sure they want your services and they want it NOW! not tomorrow, not the day after, NOW! They should not want to look for a competitor and forget to get back to you!

This, is the secret of a powerful USP. You can have all the slogans you want, all the cute little phrases and graphics in your ads. But in the end, all what matters is for that phone to ring.

• Stand Out From your Competition Using Powerful Unique Selling Proposition (USP)!

© 2008 Fadi Zeidan's Articles.