What's in it For Me?
Try to take a step back and look through a customer's eyes. Every agent in your local paper is #1 for something. Don't fool yourself into thinking that your prospects will take the time and energy to analyze all these #1 claims to figure out which one means the most. Believe me - they won't bother. And why should they? You're supposed to be telling them why they should do business with you - what's in it for them.
"Enough about you . . . Let's hear about me . . ." - Cynthia Heimel
HOW TO CREATE A COMPELLING USP
Now that we've talked about what you should NOT do in your advertising, I'm going to explain to you what you SHOULD do. As I've explained, your USP tells the world who you are and specifically what you do. It articulates clearly and concisely what benefits a prospect will derive from doing business with you. It answers the question: "Why should I do business with you above all other options, including doing nothing or whatever I'm doing now." - Dan Kennedy Your USP is quite basically the essence of your entire business concept; that unique advantage that distinguishes your business from all your competitors. The issues and questions you must address to determine what your unique advantage is are as follows: • Determine what your customers want • Find out which of these needs you can fill • Find a way to clearly state to your customers that you are
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