Download, listen to or read the transcripts to all five (5) modules to your USP Magic System. Then use the system, tools and reports and you'll gain an understanding about the one of the most powerful and underrated steps of business growth know to man. How to make a million dollar USP.
OVERVIEW - Show Me The Money - How To
Create (And Integrate) The Kind Of USPs Clients Are Dying To Get…And
The 4 Ways To Use Them
Customers are clear on what they’re
getting and are more responsive to sales presentations. The company
is no longer trying to compete on price or trying to be all things
to all people. It’s called lean marketing. And it’s how small
businesses stand apart and grow in this economy. And in this audio, you’ll hear how powerful that is. - 24-minute audio with 22-page transcript
Module One - Breaking A Powerful USP Down To The Core In order to create a powerful USP, you have to know what one looks like first. You might even need to change the way you think about marketing because Unique Selling Propositions have nothing to do with advertising. They’re not branding or finding a slogan either. They involve uncovering the hidden assets a business has in order to highlight what makes them different from their competition. That’s why Richard says the two most important steps in marketing are the creation and integration of the USP. In fact, in his 20 years of creating USPs, Richard says it’s not unusual to see those two steps alone work to turn a business around in as little as 60 days. USPs are that powerful. So in Module One, Richard breaks down the elements of a powerful USP using the HMA System as an example to show the methods behind the magic. You’ll Also Hear… * Dissecting the USP into its main parts, along
with a quick look at more than 8 possible marketing assets a
business could have to give you an idea of where the hidden ones are
usually found USPs are especially important in this day and age when businesses have to stand out. It’s a harsh reality, but consumers just aren’t spending like they used to, so there’s not a lot of extra dollars being thrown into the economy. The only surefire way a business can grow anymore is by taking dollars away from their competition. And in Module One, you’ll hear exactly how USPs work to do that. - 26-minute audio with 24-page transcript
Module 2 - How To Change Demand Away From Price And Examples Of The USPs That Work To Do That Many small businesses try to compete on price then blame Wal-Mart when they fail. As “the low-price leader,” Wal-Mart pretty much owns the market on bargain hunting, but that doesn’t mean you can’t compete. It just means you should probably stop trying to compete on price. When creating a USP, your main job is to change the demand away from price by taking a hard look at the marketing assets a business has so you can uncover a different reason customers should buy. And in Module Two, you’ll hear the many ways that can be done. Richard says over the last 20 years of creating USPs, 9 out of 10 of the businesses he’s worked with were failing because they were trying to compete on price. So changing focus and demand away from that area is one of the most important things you can do. Here’s how. You’ll Also Hear…
* More
than 10 examples of businesses that stopped selling on price, how
they became huge because of that bold move, and a look at how their
USPs worked to get them there It’s little wonder why so many small businesses go under nowadays when they continually try to compete on price, throw more and more money into advertising and slashing prices to do it, then blame the big box stores when that formula fails. There is a way that works, but it usually starts by giving up that unnecessary price war. And in Module 2, you’ll hear how to change demand away from it. - 21-minute audio, 20-page transcript
Module Three: How To Craft Your USP: A Step-By-Step Look At Exactly How It's Done Do not believe what a business owner tells you the USP is. He might be right, but if you don’t take the time to do thorough research, the costs could be traumatic. Richard starts his research off with an opportunity analysis where he looks over, under, and in between the business’s assets to find where the money is and where the USP begins. He calls customers, prospects, past customers. He interviews staff members and watches all the presentations of the top salespeople. And then… he checks out the competition because if his USP isn’t unique, then it’s not a USP. And in Module Three, you’ll hear how he does it all, and how he does it all fast. He says it pretty much comes down to asking the right questions because you don’t want your research to come back with, “Oh yeah, customers like your products.” That’s not a USP. But in this audio, you’ll hear how to ask those right questions so you can uncover all the things you need to put the USP puzzle together. You’ll Also Hear… * The steps, in order, that will simplify your
research phase while making sure your USP is backed by the most
thorough research possible Richard says the most important thing to remember is that you’re not dead if you get the USP wrong. In fact, the only way to know if a USP is working is to test it, so don’t be afraid of what that testing might come back with. Listen to the marketplace – be open-minded and willing to go back to the drawing board if necessary. But in this audio, you’ll hear all the steps you need to create a powerful USP the first time out. - 27-minute audio, 26-page transcript
Module 4: Integration: Getting Your USP Out To The Masses There’s nothing more fulfilling for a business owner than when you nail the USP. Their business is their passion, and the USP reminds them why they get up every morning and work their butts off all day. Having that USP will give them focus, and after the integration phase, they’ll also have the thrill of watching their business grow exponentially. Here’s how that growth works. All traditional marketing revolves around a business growing in just one way – the attempt to get more prospects. And businesses usually throw a ton of money into that one way too… running ads, building or improving websites, throwing together social media campaigns and pay-per-clicks. The HMA System allows for growth in three ways – attracting better prospects, converting more of them, and getting them to repeat their business. That’s why creating and integrating the USP are the first two steps. It allows you to maximize every lead. And in this audio, you’ll hear how that works. You'll Also Hear... * The 7 main areas of integration – every area
counts from phone scripts to sales presentations, and how to do it Richard has been doing this for more than 20 years, so he’s seen USPs transform businesses in as little as 60 days time and time again. He says it works because the steps of the HMA System allow business owners to essentially “create their own economy.” In other words, they no longer have to sit around and hope consumers will spend more – they’ll be taking away business (and market share) from their competitors. And in this audio, you’ll hear how. - 19-minute audio, 18-page
transcript
The first and most important
thing you must do before is to study this USP Finder. It's a
worksheet that you can complete or hand out to a potential client
that will almost automatically find USPs.
Sometimes, explaining what a USP
is, can be hard to do. Many clients are so desperate to get sales
and income coming in fast that they don't take the time to
understand how a USP can make all the difference. Use this report to
educate your potential clients USP's value.
If you're developing a USP for
either you or for your client, you'll soon realize that the USP must
be taken head on BEFORE you do any other marketing planning.
And only until you "GET" the importance of the USP, will this become
completely obvious. Your UPS is the key to unlocking the safe. Once
in place, integration into other marketing steps will be possible.
This report will explain why. The USP is the number one most important thing you need to do before anything else with your marketing. You have to sit down and figure out what in the world you stand for. Because if you can’t differentiate yourself, if you don’t have a reason you're different, then you can't get your sales scripting, you can't get your copywriting, you can't go to your media, cross promoting, community marketing – because nobody knows why you’re different. In this report you'll hear .
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