Unique Proposition
Swimming Against The Stream....Developing Your Unique
Selling Proposition (USP)
© 2002 by Detlev Reimer
Marketing in the offline world is solely based on the law of
supply and demand . That is not different on the Internet and
it is your task to find out what your potential customers need.
You must be the person to give it to them !
Finding Your Niche Market
It is vitally important to your business that you set yourself
apart from all the other marketers. There are thousands of
other people trying to do the same like you. Why should any-
body buy from you and not from your competitor ? If you
can answer this question , you are on your way to a success-
ful .com company, even if you're home based.
In fact, some of the biggest companies have started as a home
based business. The big advantage is that you can start part-
time until you make enough money from it to change it into
your full time income. Isn't that what you want to achieve ?
Being your own boss, setting your own working hours ....
Focus On Your Personal Passion
It is important that by finding your niche market you focus on
your personal passion, whether you're marketing a gardening
site, a fishing site or an Internet marketing web site. You must
do what you really love to do to become a successful business
person and to stay motivated. If you do what you love and
you put enough effort in your business, you simply can't fail !
If you have found this passion, be more specific. So if you are
fond of gardening, tell your potential customers not everything
about gardening in general but about the topic you're specia-
lized in , e.g. growing roses and crossbreeding new species .
Or maybe you know how to grow the biggest tomatoes the
world has ever seen .......
Identify Your Customers' Needs
Maybe you've heard that many of your neighbours would like
to have orange coloured roses in their garden and they don't
know how to find the right crossbreed of roses for that . If you
have that knowledge and you can give it to them with an info
product , you'll have a product that is very likely to sell extra-
ordinary well .
Or you can check newsgroups and discussion groups to get
an overview about what is needed in your specific niche .
But be careful : If you promise to deliver a certain benefit, you
must keep your word or your hard earned USP will be gone
before the word has been spread about it . And negative im-
pressions spread even faster ...
Develop Products In Demand Within Your Niche Market
Having recognized these needs, you can soon start establishing
yourself as someone who has what the market wants. Turn your
knowledge into info products (ebooks, reports, workshops or
even software) which are easily duplicatable .
Then , to come back to your company and your web site, you
must automate the whole selling process (web site, getting opt-in
email addresses, credit card system, autoresponders) and restart
the process of finding your customer's needs so you'll free your
time again and always be able to create new and in demand
products.
Add Additional Value To Your Products
To be different from the rest, you have to take a look at your
competitors and see where they are successful, what they are
doing and which methods they use for it. And then you can copy
the promising aspects of other businesses and add your little twist
to it. Do something different ..... A simple "Please buy from me"
won't help !
Your products must offer greater benefits than your competitors'.
They should be easier , faster, cheaper and better than any other
marketer can deliver them . Give your customers a better guaran-
tee, more bonuses, personal consultation, whatever it takes to
close the sale .
Of course this will be different when you are the only person who
delivers a special product . Then you are the one who can set
the price . But it won't take long until others copy your success and
then you must act again by being different.
Give Specific Benefits
If you advertise, you must give specific benefits . Instead of saying
"With this new diet pill X you'll lose a lot of weight !" you should
tell your prospects : "Discover how the new substance xy in our
revolutionary diet pill made Raymond Chandler loose 14 pounds
in 9 days ! " then you are on track .
State your USP directly in your headline . If you have a customer
support that is available 24 hours a day and 7 days a week, then
tell it to your customers : "Got a technical problem ? We're there
for you. Call us any day at any time, and our technical support
team will be there to assist you !
That makes you a number one seller, not if you're trying to appeal
to generic requirements .....
Even Affiliates Have To Be Different
If you don't sell your own products but affiliate programs, it is al-
most the same. Be different . Don't use the same overused ads
all the other affiliates of that company use. Even as an affiliate, with
out your own range of products, you must be different .
Write about the affiliate product in your own words, highlight a
variety of benefits and more importantly : Prepare more than just
1 or 2 headlines to see which are working best for you. State your
additional benefits clearly in your headline already to make it work.
Test and track your results and decide which ones are delivering
and bring you the best ROI (Return On Investment) .
Being Special Pays Off ....
By setting yourself apart, you can make money with the same
programs and products many other marketers are trying to sell
without any success - Presupposed you have high quality pro-
ducts .
It may be more work if you have to write completely different
ads, autoresponder series, articles about these products etc.
but the additional effort will highly be compensated for by much
higher earnings in the end.....
Are you prepared to swim against the stream ... ?
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Written by Detlev Reimer, CEO of 1A IMS-Marketing. In his
Web Money Marketing Newsletter, he shows regular people how
to earn an income online. Subscribe to the free version by sending
a blank email to: webmoney @ dreimer.par32.com (Remove spaces)
or visit his website at: http://www.internetmarketing-success.com/ .
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Article reproduced with kind permission from Detlev Reimer |
