You’ve got competition out there, right? There are others who’re selling offers that are very similar to yours. They’re running businesses that are overall pretty similar too.
So, what happens when a prospect sees your presell content or lands on one of your sales pages?
They pause. They scratch their heads. And then they wonder, “Why should I buy from this person instead of their competitors?”
That’s a fair question. There are lots of solutions available … why get yours?
Here’s the thing…
If you want to start converting more of your traffic, then you need
to give your prospects a good reason why they should buy from YOU.
You need to tell them how your business and/or your
products are different and better than your competitors in
helping them solve problems, achieve goals or enjoy interests.
This reason is referred to as your USP (unique selling proposition/position/point).
Here are some ways the pros separate themselves from the competition and stand out among the crowd to convince prospects that their product is THE solution the prospects are looking for …
1. Price
Do you offer a lower price then your competitors? Do you offer an unusually high price? Is something about your pricing unique, such as you offering payment plans or accepting payments through an unusual source (like Bit Coin). Perhaps your pricing is advantageous in some way over the competition. If so, make that a point of emphasis.
2. Guarantee
Do you have an unusually long or strong guarantee? For example, do you offer a conditional “double your money back” guarantee alongside your unconditional guarantee? Do you promise specific results or a prompt refund if results aren’t achieved? If your guarantee makes you stand out, feature it prominently in your marketing.
3. Customer Service
What is different about your customer service? For example, do you offer telephone service, while your competitors only offer service by email/help desk? Do you offer 24/7 customer service or perhaps multilingual service? Make it known and explain what it is so important to the customer.
4. Your Unique Expertise
What is different about YOU? For example, do you have a rather remarkable background, such as overcoming a niche-relevant problem despite great odds? (E.G., Someone who went from morbidly obese to running an ultramarathon.) What else is unique about you, your background, education, experience or the results you’ve achieved for yourself and others? Tell YOUR unique story, pointing out why no one else is qualified quite like you to help prospects achieve similar outcomes as you can.
5. First in a Category
Did you pioneer a new strategy in your niche? Is there some other way that your product or strategies are first in some category? Are you first in some category? (E.G., First woman to ____________, First person over 60 to _________.). For example: Jimmy D. Brown originated the term “private label” rights (PLR) and is considered the father of the PLR industry as we know it. This gives him unique credibility in selling PLR at his Earncome.com site.
6. The Product is Made/Delivered in an Unusual Way
Is your product somehow different from similar ones in your niche? For example, maybe you have an information product that was collaboratively created by multiple top experts in the niche.
7. Unique Bonuses
Finally, take a look at your bonuses. What’s different about them? For example, if you sell software and offer free installation as a bonus, that might set you apart from other competitors who don’t offer installation (or charge for it if they do).
As you can see, there are a lot of different ways you can set yourself apart. So, how do you create your USP? Here are the steps of this process:
Step 1: Brainstorm How Your Product or Offer is Different
First, use the different categories above as a springboard to a brainstorming session. Think of as many ways as possible to differentiate yourself. For now, don’t worry about whether the USP would actually be effective or whether your competitors are already using it, as you want to make your brainstorming session as effective and creative as possible.
Once you’re done brainstorming, then move onto the next step…
Step 2: Check Your Competitors’ USPs
Now do your research to find out what selling points your competitors are using. Generally, marketers showcase their USPs pretty prominently, so you’ll find them in the following places:
- As part of the slogan (which is usually on the front page of a website right next to the logo).
- In the sales letter headline.
- Within the sales letter itself (e.g., “Here’s why you should do business with us…”)
- In the FAQ (e.g., “What makes us different?”).
- On the “About” section of a website.
- On social media (in the profile or about section).
- In the first issue of a newsletter when you first join a mailing list.
- In an explainer video.
And similar videos.
Note: If it’s not really obvious what their USP is, then chances are a particular business hasn’t yet developed one (and that’s good news for you).
Now go back to your brainstorming list and cross off any potential USP that your competitors are already using.
Next step…
Step 3: Find Out What Your Customers Value
There’s no sense in creating a USP if it’s not something that your customers value.
For example, imagine if you sold computer equipment and offered a “10-year warranty – the best in the business.” This wouldn’t be as big of a selling point as you might hope, simply because people usually want to upgrade their computers. Simply put, consumers don’t care too much about that USP, because they don’t plan to have that computer for a decade.
One way to find out what your customers value is to survey them. You can do this formally (using survey software like SurveyMonkey.com), or even informally by asking questions on social media platforms or similar.
Whether you survey your audience or not, the best way to find out if your customers value your USP is to test it out. This means running a split-test on a product where the only difference between the sales page is a prominently displayed USP. It might even be part of the title. (Need a real-life example? See the Four-Hour Workweek, whose USP is right in the title.)
In short, the best way to tell if a USP works is to let people vote with their wallets.J
And finally…
Step: Craft a Succinct Statement
Once you know what USP you intend to use, then state it in as few words as possible. Keep in mind that your audience needs to grasp the concept very quickly (in seconds).
For example, Avis used the USP in their slogan, “We try harder.”
Another example from Papa John’s Pizza: “Better ingredients. Better pizza.”
Your Turn
For this secret, your assignment is to brainstorm all the ways your product and business are different (and better) than your competitors’ products and businesses. Then set aside time in the next few days or weeks to complete the rest of the steps required to create your own powerful USP.
Go ahead and start on the brainstorming. Meanwhile, I’ll see you in the next secret…
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