the source to fill those needs - this is your USP
6 CRITERIA YOUR USP MUST INCORPORATE
Here are some general rules of thumb to keep in mind when creating your USP:
1. Be Unique . . . Offer something that is truly different
2. Be Specific . . . It's always better to be very precise and specific. The more precise and exact a statement is, the more believable it becomes. People generally won't challenge - or even doubt - precise numbers because they assume that this precision was calculated by some kind of reliable mathematical or statistical method. Instead of naturally rounding off your statistics and saying that your homes sell for 2% more than the real estate board average, be precise and say they sell for 2.36% more. 3. Be Relevant . . . This means that you have to offer a benefit that means something to your prospect. You have to connect with them at some deeply felt level. 4. Be Believable . . . Don't offer something that is so hard to swallow that you fail to be taken seriously 5. Be Focused . . . Don't try to be all things to all people. But equally, don't target your message to too small a group (you have to be able to earn a sustainable income), and don't forget to keep your eye on the future (your USP may have to evolve with changes in the market) 6. Be Concise . . . You do NOT want a paragraph of copy. Instead, you want a single - easy to understand - thought. You must articulate - in a few words - the precise advantage you have over your competition x
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