| USP, unique selling proposition, is one of the most | | | | that you may know. First example, let's choose pizza. |
| important issues that you can possibly tackle and the | | | | In the United States you got two chains, one of them is |
| interesting thing is that maybe you're in business or | | | | worldwide, I guess it's Dominos then you've got Little |
| maybe you're an employee as the case may be, you | | | | Caesers. |
| need a unique selling proposition. | | | | Dominos went out and they said, great, either we |
| In the case of a business obviously you would like to | | | | deliver to your house in 15-20 min, whatever time span |
| sell your product but guess what in today's rapidly | | | | they promise, or you get the pizza for free, right. So |
| expanding web economy, by 2010, only 30% of all jobs | | | | imagine is that short, tangible? Yes it is. The essence |
| will be the same. | | | | of the benefit is, in x time or free. Great benefit. |
| Only 30% of the jobs by 2010 will be new jobs. That | | | | Tangible? Yes. 15-20 min whatever time span. Short? |
| means 70% of all jobs will be old, 30% will be new | | | | Yeah, fairly. |
| what does that mean? | | | | Was the pizza market gone with one single company? |
| That you will have to sell yourself as a completely | | | | No. The pizza market has got many competitors but |
| new person within the next 10 years. Just applying for | | | | they have got different unique selling propositions, |
| a job won't do it anymore. | | | | they've opened up different niches. And one company |
| Ok, let's go straight into the first part. Let's talk about a | | | | that has a different niche with a very simple USP is |
| business unique selling proposition. A business unique | | | | called Little Caesers. |
| selling proposition is the first thing, you are in business, | | | | And for those of you in America, I guess you know |
| hopefully you've found your niche. And guess what | | | | what Little Caesers promises. Pizza, pizza. Maybe you |
| right now, it is time to find an even maybe sharper | | | | do not know if you live in some other place. There is |
| unique selling proposition. | | | | this little commercial there's this little caeser character |
| How do you do that? I have developed a very simple | | | | comes out and just says, pizza pizza. What does it |
| 5 step concept. Normally you could read books, you | | | | mean? Two pizzas for the price of one. Great. How |
| could buy videos, it's amazing the amount of | | | | simple can it get? |
| information there is out there on USP. | | | | Two words. Essence of product, pizza. Essence of |
| Answer the following 5 questions or design your USP | | | | benefit, pizza pizza. Tangibility, 2 times pizza for the |
| along the following 5 simple guidelines. | | | | price of one. Finished! That's as simple as it can be. |
| The first is, the USP has to contain the essence of | | | | Now, let's take another example from a different |
| your product or service. | | | | industry. You might have heard about UPS, United |
| Number 2, it has to contain the essence of the benefit | | | | Parcel Service. Good. UPS started in a market that at |
| of your product or service. | | | | that point was non-existent, they discovered a new |
| Then it has to be short, why? Simple. There have | | | | niche. Because you may or may not remember from |
| been tests out there where by they measure the eye | | | | the case study, the American postal system was in |
| movement of normal people reading newspapers or | | | | huge disarray. |
| scanning websites to see, you know, banners and all | | | | And if you put in your piece of mail into your mailbox, |
| the information written down there. | | | | you started hoping and praying that maybe it would |
| And you know what? You only have 1/10 of a second | | | | arrive some time. The man who founded UPS said, |
| to catch the attention of somebody. Believe it or not, 1 | | | | great, there's a market for me out there. He said, if you |
| 10 of a second. You have to break through this fast. | | | | send you're material with me, your package, whatever |
| Otherwise you get on the phone try to cold call | | | | you'd like to send, you courier it with me, I'll do one thing |
| companies and then you start telling them a long story. | | | | for you. I'll guarantee delivery. |
| Nobody's got the time, forget it. You have to be fast | | | | UPS's USP, guaranteed delivery. Short, sharp, tangible? |
| and short. | | | | Yes. And guess what? Again, was the market over |
| Next point; make it as tangible and measurable as | | | | and done with? No. A company called Fedex came |
| possible. | | | | into the market and they found a new niche in that |
| Last but not least, you may want to mainly paint | | | | market and that market in the continental United |
| pictures. Mainly paint pictures. Those are the 5 | | | | States was called, overnight. We'll deliver overnight for |
| guidelines. Lets look at some case studies. | | | | you. And they took the market by storm. |
| Case studies | | | | So remember the simple 5 guidelines and use them. |
| ========= | | | | You'll never go wrong. |
| How does that work? Let's look at a few examples | | | | |