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Defining Your Unique Selling Proposition (USP) | Fordify Ep. 012 Ford Saeks - YouTube
Channel: Profit Rich Results // Ford Saeks
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(clears throat)
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- Shirt, collar, hair,
background, sitting up straight.
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We good?
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This is the one to use Sean.
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Do you know why people spend money
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with you and your business
instead of your competition?
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(strong lively piano music)
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Welcome to Fordify,
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where we help you Fordify your business.
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Each week we pick a random topic
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chosen from the Fordify button.
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So let's see what this week's
topic is going to be about.
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Defining your Unique Selling Proposition.
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Do you know why people
spend money with you
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and your business instead
of your competition?
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It comes down to your USP,
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your Unique Selling Proposition.
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A USP defines the company's
position in the market place.
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It's that distinct appealing
idea that sets you apart
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from every other me too competitor
or alternative solution,
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including an alternative of
doing absolutely nothing.
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So your Unique Selling
Proposition is something
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that sets you apart so
when someone hears it
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it's your brand.
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And a lot of people think
that you own your own brand.
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No, you don't own your own brand.
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It's what your prospects think about you.
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Now in a couple of other
episodes of Fordify,
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I did the three M's, which is probably one
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that you should go back and look.
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I'll put a link in the
description here below.
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They talked about the Message,
the Market and the Method.
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But what we're really focusing on today
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is the message part.
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Your Unique Selling
Proposition and for your
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brand, and your company, and
your product and services
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you may have different
USPs for different markets.
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So let's talk about how you define USP
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and then I'll give you some examples.
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So there is three steps to define
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your Unique Selling Proposition.
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Step number one, you just ask yourself,
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"What do we provide that no
other competitor provides?"
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Number two, ask someone else,
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ask them, "What is it about you,
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your service, or your
products that they like best."
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And again, you get those
different perspectives.
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And the third perspective, is of course,
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imagine that you're the customer
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Come up with a reason why
you should business with you
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and then ask yourself, so what.
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I want you to use those three steps.
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Ask yourself, ask someone else,
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and then imagine your the prospect
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and come up with a
sentence that you can use
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that defines your Unique
Selling Proposition.
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So for Prime Concepts,
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I help you find, attract, and keep
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your customers, which is a benefit,
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through a unique PSP method.
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So it's, they're like,
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what the hell is a PSP Method?
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It's a Positioning System for Profit.
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So I help you find, attract and keep your
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customers through the PSP method.
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It's unique, it has selling,
and it's a proposition.
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So let's go through a few famous USPs.
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For example, it always
comes to mind is FedEx.
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When it absolutely, positively,
has to be there overnight.
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Now, that's an older one that they've used
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but it's a good one.
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Next, M&M'S, the milk chocolate
that melts in your mouth
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not in your hand.
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Domino's Pizza, now this is one
that they got in trouble for
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for a while, and they changed it
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but this one makes the point.
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You get hot fresh pizza
delivered to your door
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in 30 minutes or less or it's free.
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Now, once you have your USP defined,
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I want you to use it everywhere.
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Make sure you look at
your digital footprint
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which is your website, your social media,
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your directory listings, things like that,
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and then also put it through
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your traditional marketing methods.
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If you're using direct mail
or brochures, or trade shows,
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things like that,
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So your USP sets you apart
from the competition.
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Here is your action step
for this week's episode.
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Using the step by step
instructions in this video,
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I want you to go define your
Unique Selling Proposition,
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for at least one product line.
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Then write in the comments below
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I'd love to see what your USPs are
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and maybe we'll review it in
the next episode of Fordify.
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I want you to share this
video with anyone you know
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who could benefit from defining a USP.
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And If you like what you see,
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of course, you need to subscribe
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to Fordify to be notified
of upcoming episodes.
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Thanks for watching.
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I'll see you next time on Fordify,
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where we help you Fordify your business.
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