6. Create A Compelling Offer To Meet Your Customer’s Needs
So once you have found your HUNGRY CROWD …WHAT next?
The trick is to find a distinguishing benefit that conveys the problem you will solve or the “want” you’re trying to satisfy that sets you apart from your competitors. This benefit – or unique selling point (usp) is the foundation for your business for it defines what you do or say. In short it helps you:
• Attract and keep customers
• Accelerate market diffusion
• Create a point of difference
• Fill a perceived gap in the market place
• Motivate prospects and customers to act
There are many examples of this type of ‘selling point.’ Only the other day I overheard a major financial institution marketing its high interest bearing ISAs with the message; ‘finding ideas for your money!”
How to come up with a winning offer
The challenge is to explain or to present in conversation and in literature, COMPELLINGLY, what you do to provide a major advantage to your customers that your competitors don’t, or can’t offer and turn this into a few words that offer the means to GRAB your prospects’ attention.
Here’s one way – a 5 step USP generator …
1. Find the problem people have most trouble with …
2. Identify the implications of the problem … ’which means …’
3. Define your solution … ’well, what we do is …’
4. Describe the benefit of your solution …
5. Distil the results down and find the few compelling words that make the difference.
So use the USP generator, it will help you find in a WORD; the solution customers want most and it will help you to stand your business head and shoulders above its rivals.
Points To Remember Are:
• Build a business around a HUNGRY CROWD for whom you offer value with a pipeline of products.
• Prospects and customers have got to see and understand why they should buy from you and how you are different from your competitors, so find the COMPELLING WORDS that will do this for you
