MOST BUSINESSES GET
THEIR USP WRONG
On this page I’ll show you a different (and better) way to develop a USP that actually gets you more new customers.
One day I cold called a small hotel in Florida (hoping to sell them a new website).
I actually got past the gatekeeper and got the decision maker on the phone on the first try!
I said, “Hi John, my name is Chris Davis. I hope you don’t mind me saying it, but I’ve noticed that your company’s website is a bit out-of-date, and I wasn’t sure if you knew that you’re almost certainly losing customers…”
John—the decision maker, interrupted me, “Let me stop you right there. Sorry, I don’t mean to be rude, but you should know that I literally get two to three calls a day that sound exactly like what you just said to me. Thanks for the call, but we’re not interested.”
I sighed as I put the phone down. I was deflated.
give an online example
then give an online example of a good USP
then give an example of a cold call with a good USP, like
“Hi John, my name is Chris Davis. My company builds websites and we work exclusively with small hotels… but you probably hear that pitch all the time, right?”
“Actually, yeah I do.”
“Well, we do something different, that other web design firms don’t do, and most of our clients have told us that it’s this one thing that is the reason they hired us initially and continue to re-hire us to do all of their website work. Can I tell you what that thing is?”
“Yeah, ok.”
“Before I tell you what it is, I just want to say that I didn’t call today to set up an appointment with you. Instead of putting you on the spot right now, and then putting you on the spot again on a subsequent call, I figure you’d rather have the chance to review some information about us when it’s convenient for you and then decide for yourself whether it would be a good idea for us to continue talking.”
An effective USP can be powerful.
here you want to talk about why USP is important
But most businesses get their USP wrong
because most people teach it wrong, etc
and people don’t understand what it’s really supposed to accomplish, etc.
Here’s a different (and better) way to develop a USP for your company that can actually get you more new customers
Most business owners know the importance of differentiating their company from the competition.
But, very few people know why that is so important.
And, knowing why it’s important can
discovered a simple framework that makes marketing easier and more effective.
The thing I like the best about this framework is: you always know what to do next—it just removes so much of the confusion from marketing.
On this page, I’d like to share this new marketing framework with you, so you can use it in your business, if it feels right to you.
NOTE: There are no opt-ins on this page, and I have nothing to sell. Everything here is 100% free, with no obligation. I am currently offering free coaching to the first handful of business owners who contact me, because I want to stress-test this marketing framework with some more real-world businesses. If you’re interested, click here to email me.
WHAT IS THE 5 QUESTIONS FRAMEWORK?
I used to approach marketing with this question in mind:
“What do I have to do to get more people to buy from me?”
But I got frustrated after a while because it felt like I was working really hard and getting very little results and rewards in return.
So, I decided to switch to a different question to guide my marketing efforts:
“How do people really make buying decisions, and how can I align my marketing with that?”
When I switched to this question, my approach to marketing changed drastically, and two great things started happening:
More people bought from me
Marketing became a lot easier for me
So, how do people really make buying decisions?
I think everyone on the planet uses the same exact simple process to make every buying decision they ever make. We all just ask ourselves these five questions, and based on the answers we get back, we decide whether to buy or not:
Should I spend more time reading/watching/listening to this?
Can this/they help me get what I really want?
Can I trust them?
Is what they’re offering me worth more to me than what I have to give to get it?
Should I buy now or wait?
That’s it—it’s just as simple as that.
Let’s see if it holds up with….
SOME REAL-WORLD EXAMPLES
(1) Me and my Honda Civics.
I drive a Honda Civic, and have for the last 10 or 11 years.
I submit to you that I buy Honda Civics (well, lease them actually), because I use the five question buying process described above. Here’s how it looks:
