Page 27 - My Marketing Sucks Book

unique benefits to your prospective customers.

Everyone has heard of this principle. And yet, most businesses don’t follow it.

Owners copy from each other constantly. Grab an ad of yours and put your

competitor's name on it and ask, does this still ring true? If so, you’re guilty too.
In Reality in Advertising, one of our mentors, Walter Reeves perfectly defines the

concept of USP’s in three parts, summarized here:

1. Each advertisement must make a proposition to the consumer—not just
words, product puffery, or show-window advertising. Each advertisement
must say to each reader: "Buy this product, for this specific benefit."
2. The proposition must be one the competition cannot or does not offer. It
must be unique—either in the brand or a claim the rest of that particular
advertising area does not make.
3. The proposition must be strong enough to move the masses, i.e., attract new
customers as well as potential customers.

The Most Common Marketing Mistake Being Made

Copying.

When everyone looks the same, sounds the same and all says the same things,
you leave your prospects with NO other choice but to compare each of you by

price (cost).

This is so unfair and what the end result is, you end up ‘SHARING’ the market with
your competition. Every time someone joins the market to sell what you sell, you
take a pay cut.

That’s not why you went into business, is it?

If you can spend some time to uncover a number of the things that make you
unique, that only you can say, you will separate yourself from the pack and truly

CRUSH YOUR COMPETITION!

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We have our own interpretation of this unyielding
law of success: Find out what you do better and/or
different than your competition and promote