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Write You - What's Blocking Your First Million?
The way in which we work has changed dramatically over the last 50 years or so, with some authorities going as far as to say that the job is dead, while others are predicting that anyone over the age of 40 and out of work will never work again.Are these gloomy predictions true? The situation is not quite as grim as many would suggest, but nonetheless points to a growing trend in job insecurity. How can older workers and indeed, those just starting out, hope to
Domino’s Pizza doesn’t advertise a better pizza. They don’t advertise more toppings, crispier crust or even a better price. Can you recall their USP? Was it memorable? Sure you do --- “… hot p
Online call center solutions are indispensable in modern era data management to maximize market opportunity. Online call center solutions provide immediate solutions that ensure customer satisfaction. Call centers are the customer service departments of a business or a company. The services of the call centers includes voice based responses and Internet transactions. Online call center solutions enhance the business process with sophisticated functionality and CRM int
Fortunately, a reality check halted my financial freefall. After years of frustration and nothing to show for my efforts except a debt approaching thousands of dollars, I began to realize that there is no such thing as the marketing success formula. But there was a clue -- something called USP, or Unique Selling Proposition/Point.
The difficult thing to understand about USP is that no one can hand it to you; not even me. Nobody can direct you to it; you have to discover it for yourself. USP is about making your offer different from and more valuable than, your competitors’ offer, and then, planting that idea in the minds of a targeted group of prospects.
The population in general is on advertising overload. They hold on to an idea of their own until some slogan or headline breaks through and persuades them to change. Position reflects your unique selling proposition, and that’s what makes your offer more valuable than what’s being offered by your competition.
Let me use FedEx for an example. They were competing with United Parcel Service and postal Priority Mail, but their slogan had two very important words that magnetized customers: “When your package absolutely, positively has to get there tomorrow”. Ahh, absolutely, positively -- used alone, neither one has the same punch as both used together!
While you can’t be all things to all people, your business should be perceived as different from your competition in the minds of your prospects. It’s like answering their question: “… so what?” Make it short, simple, compelling, memorable, credible. Make it absolutely, positively better than your competition.
Domino’s Pizza doesn’t advertise a better pizza. They don’t advertise more toppings, crispier crust or even a better price. Can you recall their USP? Was it memorable? Sure you do --- “… hot pi
Asking why you should keep your shredder lubricated is no different than asking why you should change the oil in your car every 3,000 miles. Not only is proper maintenance a requirement to maintain an active warranty, but all mechanical parts need a little oil to help them turn smoothly and to keep them clean. Applying shredder oil to the cutting heads inside a shredder lubricates them so that they efficiently destroy documents sheet after sheet. Fortunately, you wil
The difficult thing to understand about USP is that no one can hand it to you; not even me. Nobody can direct you to it; you have to discover it for yourself. USP is about making your offer different from and more valuable than, your competitors’ offer, and then, planting that idea in the minds of a targeted group of prospects.
The population in general is on advertising overload. They hold on to an idea of their own until some slogan or headline breaks through and persuades them to change. Position reflects your unique selling proposition, and that’s what makes your offer more valuable than what’s being offered by your competition.
Let me use FedEx for an example. They were competing with United Parcel Service and postal Priority Mail, but their slogan had two very important words that magnetized customers: “When your package absolutely, positively has to get there tomorrow”. Ahh, absolutely, positively -- used alone, neither one has the same punch as both used together!
While you can’t be all things to all people, your business should be perceived as different from your competition in the minds of your prospects. It’s like answering their question: “… so what?” Make it short, simple, compelling, memorable, credible. Make it absolutely, positively better than your competition.
Domino’s Pizza doesn’t advertise a better pizza. They don’t advertise more toppings, crispier crust or even a better price. Can you recall their USP? Was it memorable? Sure you do --- “… hot p
Have you ever been on a nonprofit committee and half way through a very important project someone dismisses them selves from the committee because they have other prior business engagements or they have other time constraints, which do not fit with the committee.Perhaps they are over extended or perhaps they are a politician running for office and now that they are elected they have to go way to do their job as a bureaucrat paper and podium pusher and become a
The population in general is on advertising overload. They hold on to an idea of their own until some slogan or headline breaks through and persuades them to change. Position reflects your unique selling proposition, and that’s what makes your offer more valuable than what’s being offered by your competition.
Let me use FedEx for an example. They were competing with United Parcel Service and postal Priority Mail, but their slogan had two very important words that magnetized customers: “When your package absolutely, positively has to get there tomorrow”. Ahh, absolutely, positively -- used alone, neither one has the same punch as both used together!
While you can’t be all things to all people, your business should be perceived as different from your competition in the minds of your prospects. It’s like answering their question: “… so what?” Make it short, simple, compelling, memorable, credible. Make it absolutely, positively better than your competition.
Domino’s Pizza doesn’t advertise a better pizza. They don’t advertise more toppings, crispier crust or even a better price. Can you recall their USP? Was it memorable? Sure you do --- “… hot p
My wife and I were both effectively eliminated from the traditional corporate work force in the early 1990’s. It was traumatic. We were college graduates. We had climbed the corporate ladder, rapidly, inexorably. We enjoyed six figure incomes, a second home, club memberships, prosperous investment accounts, wonderful benefit packages, a College investment plan for our three kids, sports cars and extensive travel. We were devastated! But, it became the best thing that
Let me use FedEx for an example. They were competing with United Parcel Service and postal Priority Mail, but their slogan had two very important words that magnetized customers: “When your package absolutely, positively has to get there tomorrow”. Ahh, absolutely, positively -- used alone, neither one has the same punch as both used together!
While you can’t be all things to all people, your business should be perceived as different from your competition in the minds of your prospects. It’s like answering their question: “… so what?” Make it short, simple, compelling, memorable, credible. Make it absolutely, positively better than your competition.
Domino’s Pizza doesn’t advertise a better pizza. They don’t advertise more toppings, crispier crust or even a better price. Can you recall their USP? Was it memorable? Sure you do --- “… hot p
This article is about Change. About a change that will, or will not happen. Resistance is one of the main players.Spain is changing rapidly and so is banking in Spain. There is already more competition due to the arrival of internet banking a few years ago (Bank Inter). But so far the competition has been dominated by local banks. Just think how it was fifteen years ago: “.. bankers in this country where accustomed to gather each month around a well served dis
Domino’s Pizza doesn’t advertise a better pizza. They don’t advertise more toppings, crispier crust or even a better price. Can you recall their USP? Was it memorable? Sure you do --- “… hot pizza delivered in 30 minutes or less -- or it’s free”. Why call anyone else? Answer the door, it’s Domino’s.
You get USP right, everything is easy. You get USP wrong, everything is hard. The business world is fierce and only the strongest survive.
But supposing you found a perfect company in business for more than ten years. Supposing their product was on the cutting edge of a billion dollar market. And supposing their compensation plan had a 75% payout; do you still need USP? You better believe it.
Your competition now is your fellow teammates. You are all working for the same company, selling the same product, for the same price, and most are using the same scripts, the same ads posted in the same places. You are using the company’s replicated website that gives identical information. You look at your very large ID number and realize how vast your competition really is. And they’re all close at hand; at your heels, their breath on the back of your neck.
How can your offer differ from theirs? You can’t adjust the price or alter company policy. But you do need something grand, something powerful and competitively crushing that will set you apart from the rest. This will cause sleepless nights and mental agony until you fall on the solution. But it sure is a great feeling. Like some genie has popped out of a bottle and your wish has been granted.
When you find your USP, plate it in 14ct gold and offer only a smile when people ask, “…how do you do it?”
2006 Esther Smith
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