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Positioning
• What’s your Unique Selling Proposition (USP)?
• What do you stand for?
Why should I, your prospect, choose to do business with you
versus any other option available?
THE BIG QUESTION IS?
“Do business with us because we’re pretty much the same as our competition – but we’re
really good at it”
The Typical Answer is:-
Why bother with a USP?
Without one you are easy prey for competitors and knock-offs
6 Step USP Builder Process- works for ANY business
Your buyer What you’re selling
Unique angle
Negative promise
Time frame Or else
Step 1: Choose your buyer
• Demographic• Niche
• Specific problem
It’s YOU that chooses
“Unlike other dating sites, Our Time is an over 50’s site specifically
designed for older buyers” www.ourtime.com
Step 2: What is it you’re selling
Yourself – knowledgeskillsexperience
Your service
Your product
Personality
Window Cleaning
Step 3: Choose a Unique Angle
Result/outcomeContent/features
Track recordPresentation/packaging
MethodLevel of quality
Bundle price/payment plan
“A friend or colleague will compliment your improved pronunciation within 7 days or we’ll
refund your joining fee”
“The MouseTrap, the worlds longest running play”
“The only music school in the Midlands that incorporates Alexander Technique into all
weekly lessons”
Step 4: Add a negative promise
This doesn’t have/contain
This doesn’t result in.....
This doesn’t need or require
This doesn’t cost xxx or xxxxxx
“No booking fees, no stuffy phone reps, no chain hotels....”
“GiveBackWorks: No Meeting Fees”
Step 5: Add a Time Frame
X negative thing won’t happen before....
Y positive outcome will happen before....
“Corns gone in 5 days or your money back”
“Fresh hot pizza delivered in 30 minutes or less...”
Step 6: Add an “or else...”
We’ll refund...
We’ll replace.....
We’ll keep on until...
We’ll redo…….
“..... or else it’s free”
ASEPCO’s Unique Tank Valve GuaranteeLifetime Free Replacement Of Any Broken ASEPCO Tank Valve
– No Matter Who Broke It!Top-Quality Product, or It’s Free!
Performance as Promised, or We Pay You We do more than make promises. We live up to them. All ASEPCO employees are company shareholders, so we fuss over the quality of everything we ship. The only way we can prosper is by helping you succeed.Lifetime Free Replacement Of Any ASEPCO Tank Valve,No Matter Who Breaks It!Sometimes a tank is dropped—sometimes a valve gets hit by a forklift. No matter how a valve is broken, or who’s at fault, we will replace it free! No arguments. No excuses. Just a free replacement valve as fast as we can make it.Top-quality Product Or It’s Free!If your ASEPCO valve contains a manufacturing defect we will Fix or Replace Your Valve—and We Will Not Bill You!Performance As Promised Or We Pay You!If it is proven that a properly assembled ASEPCO valve is not CIP/SIP in use:a) We’ll buy back our valve for a full refund.b) We’ll buy you the replacement valve of your choice.c) AND we will pay the cost of replacing it in your ASME tank!Note: We figure this is a safe bet, because we have not had a claim of contamination in our entire history.
You can depend on ASEPCO products.And you can depend on US.
Your Guarantee…Our purpose is to get you to engage with the Circle and properly assess its value
to you and your business.
So, if you don’t think you have received value for money within the first month after coming to one local meeting and receiving my FREE ‘No Nonsense’
business review, I’ll give you your money back*!!
Your First Month Money Back Guarantee*We will refund your first month’s subscription (£69+VAT)
This offer is made by Rule 29 Ltd, Business Growth Advisor for Entrepreneur’s Circle – North Yorks and East Yorks and is not part of your contract with Entrepreneur’s Circle
Your membership with the Entrepreneur’s Circle is a contract between you and N5 Ltd. Contact [email protected]. Membership payments will automatically be charged to your Credit Card unless you cancel your membership, which you can do online (www.entrepreneurscircle.co.uk) or by phone 0121 765 5551.
Compare these to the unspoken approach of most business owners...
“Once someone knows about me if they want to buy they will....”
The right guarantee/USP.....
Should make you feel just a little bit queezy!!
6 Step USP Builder Process- works for ANY business
Your buyer What you’re selling
Unique angle
Negative promise
Time frame Or else
If this ten minutes presentation has made you realise that you are unclear about your USP then you can call me on
01482 408589
The Next Meeting of the Entrepreneur’s Circle is on the 22nd of October at the Goodfellowship Inn Cottingham Road.
Learn about the 9 biggest mistakes in Business and how to avoid them…
01482 408589
