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Natural Net MarketingYour USP: Unique Selling Position

The USP, or Unique Selling Proposition, was developed and practiced by the Ted Bates Agency, a prominent Madison Avenue advertising firm, in the 1940's and 50's. In the 90's, the successor to Ted Bates is the New York agency, Backer Spielvogel Bates, whose CEO is Kenneth Rogers. According to Rogers, your USP should: Ad for Rohe Natural Products

This USP placed us at the top of 
the quality pyramid. 
And it was a defensible position! 

  • Motivate your prospect 
  • Convey product uniqueness 
  • Convey product identity 

Another prominent practitioner of the USP discipline is Jay Abraham, reputedly America's highest paid consultant ($3,000 per hour). According to Abraham, your USP answers the question, "What's in it for your prospective customer?"

Says Abraham, "Your prospect only cares about the benefits that will accrue to them if they favor your product over your competition. They care little about how great your company is, or how long you've been in business. You have to give them a compelling reason to buy."

To be as compelling or persuasive as possible requires that you know your product's USP; that is, what sets it apart from your competition. To determine that, we suggest you follow the Fred Rohé Marketing Solutions USP Identification Procedure by answering the following questions: 
  1. What are the key features of my product? 
  2. What are the key features of the competitive products? 
  3. Which of my product's key features are truly different? 
  4. If there's more than one, is one the most significant? 
  5. How does that most important unique feature, or combination of features, translate into a real benefit? 
By answering those questions sequentially, the answer to question 5 will be your USP. It may be a single differentiating factor, or it may be a combination. Either way, it must have the characteristics identified above by Rogers and Abraham, and it must be: 
Following our USP Identification Procedure should be a clarifying process. If it isn't, it may be because you need an outsider's perspective - you're just too close. Give us a call if you want some help. 

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