What cost is it?
What support systems are in place?
How convenient is it to use this Business?
Will I suffer any consequences from going to this Business?
How much pleasure will I receive from doing Business here?
And so on.
Find out what your customers wants. ASK THEM.
The easiest way to develop your USP is to find out what is your customer's problems are in dealing with your competitors and solve that problem.
Here's how Jay Abraham describes how to put it into practice.
You know how?
Well, what we do?
You know how you have to wait in a line for over 20mins in banks to be served. Well, what we do is if anyone has been waiting in line for more than 10mins in our bank, we credit your account $10.
You know how most mechanics need your car overnight to fix and leave you stranded without a car. Well, what we do is supply you with a car to use overnight so you wont be inconvenienced.
You know how most personal trainers charge you and if you don't get to your desire weight, they charge you more sessions. Well, what we do is if you don't reach your desired weight within a given period, you don't pay any money until you reach your desired weight.
Now your turn. Grab a piece of paper and write a few responses.
You now how??.
Well what we do is??
It's that easy. Find a problem that your customer's are experiencing with a competitor and solve it. You have then developed your USP.
You must therefore investigate what your competitors are doing. For instance:
You must know how they are treating their customers.
What they are offering them?
What their prices are?
What extra benefits do their customers get?
What support and advice do they get?
Where are they letting their customers down?
By knowing these answers is very powerful. It allows you the feedback on how to develop your Business and not fall in the trap that your competitors are setting for themselves.
You must do the opposite to what they are doing. Offer more solutions than your competitor is the key. Offer more value. Offer more convenience. Offer more advice. Offer more.
Now you can understand that when most DJ's say our USP is that we offer better quality and service, this doesn't stand up because that is what your competitor is also offering. You must fine a problem in the quality or service and solve that area.
If you don't do this, you will become a Business of 'pick me, pick me'.
When someone goes to the Yellow Pages, they are looking for a solution aren't they? They are trying to find someone to provide that solution.
This is what a customer's says - " I want?and who can provide that for me?"
What does your yellow pages or advertising say? Does it tell your customers you have a solution to their problem? Or does it just describe the features?
You must advertise your USP everywhere
In every little bit of your marketing, you must state your USP.
It is no use having a killer USP that will bring an unlimited amount of customers if nobody knows about it.
It must be in your sales letters, headlines, when you answer the phones (if applicable), your ads, your yellow pages ad, your brochure etc?
Everyone must know what it is.
How about having this as your headline:
The average mark up for a DJ is 70%. Our mark up is 40%. You save 30% off the industry rates every time you book through us (USP: Price)
Or
Most DJ's don't take request. Well with any of our DJ's they take all requests no matter how old the song is. (USP: Service)
Everyone knows what you are on about.
Owen Nicholson has been showing DJ's all over the world how to increase their gigs and profits. For a free report on 'advertising Mistakes that DJ's Make', go to http://www.disc-jockey-profits.com
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