Unique Selling Proposition Quotes

To get your prospects and clients to see you or your business as offering them a superior benefit or advantage that no other competitor offers them is the essence of a unique selling proposition (USP). You

to develop a unique selling proposition. Something that positions you differently, so that prospects are forced to make an apples-to-oranges comparison when comparing you with your competitor. If they can do an apples-to-apples comparison of you and your competitors, then it comes down to price, and you’re toast.

The Five Power Disqualifiers® are: 1. Do they have the money? 2. Do they have a bleeding neck—an urgent problem that must be solved now? 3. Do they buy into your unique selling proposition? 4. Do they have the ability to say YES? 5. Does what you sell fit in with their overall plans?

WHAT: Every single company and organization on the planet knows WHAT they do. This is true no matter how big or small, no matter what industry. Everyone is easily able to describe the products or services a company sells or the job function they have within that system. WHATs are easy to identify. HOW: Some companies and people know HOW they do WHAT they do. Whether you call them a “differentiating value proposition,” “proprietary process” or “unique selling proposition,” HOWs are often given to explain how something is different or better. Not as obvious as WHATs, many think these are the differentiating or motivating factors in a decision. It would be false to assume that’s all that is required. There is one missing detail: WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. When I say WHY, I don’t mean to make money—that’s a result. By WHY I mean what is your purpose, cause or belief? WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care? When most organizations or people think, act or communicate they do so from the outside in, from WHAT to WHY. And for good reason—they go from clearest thing to the fuzziest thing. We say WHAT we do, we sometimes say HOW we do it, but we rarely say WHY we do WHAT we do. But not the inspired companies. Not the inspired leaders. Every single one of them, regardless of their size or their industry, thinks, acts and communicates from the inside out.

With functional uniqueness being so elusive, marketing guru Philip Kotler suggested that firms focus instead on an Emotional Selling Proposition (ESP). In other words, that the task of marketing is to generate an emotional connection to the brand that is so strong that customers perceive difference from the competition.

When it came to understanding a product on the technical level and then turning that detailed information into key marketing and sales messages by defining a unique selling proposition and differentiation from competition, I was suddenly enjoying my daily work more than ever before.

it is only the PMM who focuses on the positioning of a product and the specific messaging created for delivering a Unique Selling Proposition (USP)

THE ELEVATOR PITCH When I first started my consulting practice, I began networking at conferences to find potential clients. It was not unusual to be the only doctor in the room. I quickly learned the importance of the elevator pitch. The elevator pitch is where you explain what your business is all about concisely in the span of no more than a few minutes (or the length of the ride up an elevator). Here are a few approaches to developing your elevator pitch. THE WHAT, WHY, HOW TEMPLATE: The first is by answering these three questions: What do you do? Why should somebody listen to you? How can you help them? Here are my answers: I am a physician business consultant. I have run many successful six- and seven-figure companies. I can help them by identifying additional streams of income outside their medical career. THE FILL IN THE BLANKS ELEVATOR PITCH Another approach is by filling in the following sentence: “I help _________ so they can have ___________ by __________.” The first blank refers to your target market. The second blank refers to what your target market wants, and the third blank refers to the method they will use to achieve it. Here is my elevator pitch: I help doctors, so they can have a better quality of life by teaching them to build additional streams of income. Why the elevator pitch works is because the focus is on the prospect. A big mistake when networking conferences is people love to talk about themselves. Use that to your advantage, and keep the focus on what you can do for them. There is a radio station that we all tune into that is known as WII-FM, which stands for What’s In It For Me? If they have a problem that you can solve, you will have people beating down your door. Your elevator pitch is what is also known as your unique selling proposition (USP). What do you have that makes you special, that really out distances you away from the competition? This is what led me to gain new clients when attending business and marketing conferences. Create and memorize a 30-second elevator pitch that resonates with

CONFUSION 2: HOW TO COMMUNICATE EFFECTIVELY WITH YOUR CUSTOMER The next step in the Customer Satisfaction Process is to decide how to magnify the characteristics of your business that are most likely to appeal to your category of Customer. That begins with what marketing people call your Positioning Strategy. What do I mean by positioning your business? You position your business with words. A few well-chosen words to tell your Customers exactly what they want to hear. In marketing lingo, those words are called your USP, or Unique Selling Proposition. For example, if you are targeting Tactile Customers (people), your USP could be: “Superior Contracting, where the feelings of people really count!” If you are targeting Experimental Customers (new things), your USP could be: “Superior Contracting, where living on the edge is a way of life!” In other words, when they choose to do business with your company, they can count on your job being unique, original, on the cutting edge. Do you get it? Do you see how the ordinary things most Contractors do to get Customers can be done in a significantly more effective way? Once you understand the essential principles of marketing The E-Myth Way, the strategies by which you attract customers can make an enormous difference in your market share. When applied to your business, your Positioning Strategy becomes the foundation of what we at E-Myth call your Lead Generation System.

dependability of your business. 6. If your Customer is Traditional, you have to talk about the financial competitiveness of your business. Additionally, what your Customers want is determined by who they are. Who they are is regularly demonstrated by what they do. Think about the Customers with whom you do business. Ask yourself: In which of the categories would I place them? What do they do for a living? For example: If they are mechanical engineers, they are probably Neutral Customers. If they are cardiologists, they are probably Tactile. If they are software engineers, they are probably Experimental. If they are accountants, they are probably Traditional. But don’t take my word for it. Make your own analysis. CONFUSION 2: HOW TO COMMUNICATE EFFECTIVELY WITH YOUR CUSTOMER The next step in the Customer Satisfaction Process is to decide how to magnify the characteristics of your business that are most likely to appeal to your category of Customer. That begins with what marketing people call your Positioning Strategy. What do I mean by positioning your business? You position your business with words. A few well-chosen words to tell your Customers exactly what they want to hear. In marketing lingo, those words are called your USP, or Unique Selling Proposition. For example, if you are targeting Tactile Customers (people), your USP could be: “Superior Contracting, where the feelings of people really count!” If you are targeting Experimental Customers (new things), your USP could be: “Superior Contracting, where living on the edge is a way of life!” In other words, when they choose to do business with your company, they can count on your job being unique, original, on the cutting edge. Do you get it? Do you see how the ordinary things most Contractors do to get Customers can be done in a significantly more effective way? Once you understand the essential principles of marketing The E-Myth Way, the strategies by which you attract customers can make an enormous difference in your market share. When applied to your business, your Positioning Strategy becomes the foundation of what we at E-Myth call your Lead Generation System.

Never Put These Ten Words in Your Pitch Deck Take a close look at your standard pitch deck, the “about us” section on your corporate home page, or your PR material. Highlight every instance of the words “leading,” “unique,” “solution,” or “innovative.” In particular, go find all instances of the phrase “We work to understand our customers’ unique needs and then build custom solutions to meet those needs.” Then hit the delete key. Because every time you use one of those buzzwords, you are telling your customers, “We are exactly the same as everyone else.” Ironically, the more we try to play up our differences, the more things sound the same. Public relations expert Adam Sherk recently analyzed the terms used in company communications, and the results are devastating. Here are the top ten: By definition, there can be only one leader in any industry—and 161,000 companies each think they’re it. More than 75,000 companies think they’re the “best” or the “top”; 30,400 think they’re “unique.” “Solution” also makes an appearance at number seven—so if you think that calling your offering a “solution” differentiates you, think again. If everyone’s saying they offer the “leading solution,” what’s the customer to think? We can tell you what their response will be: “Great—give me 10 percent off.” We don’t mean to be unsympathetic here. You’ll find it’s hard to avoid these terms—heck, we call our own consulting arm “SEC Solutions”! In all of our time at the Council, we have never once met a member who doesn’t think her company’s value proposition beats the socks off the competitors’. And it’s understandable. After all, why would we want to work for a company whose product is second-rate—especially when our job is to sell that product? But what the utter sameness of language here tells us is that, ironically, a strategy of more precisely describing our products’ advantages over the competition’s is destined to have the exact opposite effect—we simply end up sounding like everyone else.

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Como puedes observar, la USP (Unique Selling Proposition) clara que se ha escogido para vender este producto es el no perder tiempo en la cocina. «¡Cocinar ya no te dará pereza!».

WHAT: Every single company and organization on the planet knows WHAT they do. This is true no matter how big or small, no matter what industry. Everyone is easily able to describe the products or services a company sells or the job function they have within that system. WHATs are easy to identify. HOW: Some companies and people know HOW they do WHAT they do. Whether you call them a “differentiating value proposition,” “proprietary process” or “unique selling proposition,” HOWs are often given to explain how something is different or better. Not as obvious as WHATs, many think these are the differentiating or motivating factors in a decision. It would be false to assume that’s all that is required. There is one missing detail: WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. When I say WHY, I don’t mean to make money—that’s a result. By WHY I mean what is your purpose, cause or belief? WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?

And it all starts from the inside out. It all starts with Why. Before we can explore its applications, let me first define the terms, starting from the outside of the circle and moving inward. WHAT: Every single company and organization on the planet knows WHAT they do. This is true no matter how big or small, no matter what industry. Everyone is easily able to describe the products or services a company sells or the job function they have within that system. WHATs are easy to identify. HOW: Some companies and people know HOW they do WHAT they do. Whether you call them a "differentiating value proposition," "proprietary process" or "unique selling proposition," HOWs are often given to explain how something is different or better. Not as obvious as WHATs, many think these are the differentiating or motivating factors in a decision. It would be false to assume that's all that is required. There is one missing detail: WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. When I say WHY, I don't mean to make money—that's a result. By WHY I mean what is your purpose, cause or belief? WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care? When most organizations or people think, act or communicate they do so from the outside in, from WHAT to WHY. And for good reason—they go from clearest thing to the fuzziest thing. We say WHAT we do, we sometimes say HOW we do it, but we rarely say WHY we do WHAT we do. But not the inspired companies. Not the inspired leaders. Every single one of them, regardless of their size or their industry, thinks, acts and communicates from the inside out

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Angela Liberatore” Says, Creating a professional website for your therapy center is not just about establishing an online presence; it’s about crafting a digital space that reflects your expertise, cares for your clients, and drives your business forward. In this comprehensive guide, we’ll explore the essential steps and considerations for building and maintaining a professional website that resonates with your audience and supports your therapeutic practice. 1. The Foundation: Understanding Your Audience and Goals Before diving into website design and development, take the time to understand your target audience and define your goals. Who are your ideal clients? What services do you offer, and how do you want them to perceive your therapy center? These foundational questions will shape every aspect of your website. Finding Our Focus When I first started designing the website for my therapy center, I struggled with clarity. I wanted to appeal to everyone seeking therapy, from individuals dealing with anxiety to couples seeking counseling. It wasn’t until I conducted client surveys and consultations that I realized the importance of niching down. By focusing on a specific niche—couples therapy—I was able to tailor my website content and design to attract and engage my target audience effectively. Define Your Unique Selling Proposition (USP) Your Unique Selling Proposition (USP) defines what sets your therapy center apart from others. It could be your specialized expertise, a unique therapeutic approach, or a commitment to client care. Clearly communicate your USP throughout your website to differentiate yourself and attract clients who resonate with your values and offerings. 2. Designing for User Experience (UX): Navigating with Ease A seamless user experience is crucial for keeping visitors engaged and guiding them towards taking action, such as scheduling an appointment or contacting you for more information. Focus on intuitive navigation, clear information hierarchy, and a visually appealing design. Simplifying Navigation Early on, our website had complex navigation that confused visitors. Clients would often struggle to find essential information, such as our services or how to book an appointment. After conducting usability tests and analyzing user behavior, we simplified our navigation menu to include clear sections like “Services,” “About Us,” and “Contact.” This simple change led to a significant increase in engagement and reduced bounce rates. Mobile Responsiveness Matters Ensure your website is fully responsive across all devices, especially mobile phones and tablets. Many potential clients will access your website on their smartphones, so a seamless mobile experience is non-negotiable. Test your website on different devices and screen sizes to ensure it looks and functions flawlessly everywhere. 3. Crafting Compelling Content: Educate and Connect Content is king when it comes to engaging your audience and showcasing your expertise. Your website content should educate visitors about your services, establish your authority in the field, and build trust with potential clients. Sharing Client Success Stories One of the most powerful ways to connect with potential clients is through client success stories. We started a blog where we share anonymized case studies of clients who have benefited from our therapy services. These stories not only demonstrate our expertise but also reassure new clients that they are in capable hands. SEO-Optimized Content Incorporate relevant keywords and phrases throughout your website content to improve your search engine rankings. Consider what potential clients might search for when looking for therapy services in your area. Blogging regularly about topics related to mental health, therapy techniques, and self-care can also boost your website’s visibility in search results.

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