On this week’s episode, Bill discusses one of the most asked questions in marketing: how to create a USP for your business. Also, this week’s S&D segment puts an unexpected twist on direct mail pieces. And as always, the answer to a question from a Glazer-Kennedy gold member.
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Great subject today! I agree,when you have a USP it makes everything so much easier. I do have a question. I was re-reading your book Outrageous Advertising and I didn’t see many examples of Outrageous E-mails. Can you give us a few? Thanks.
Glad you addressed two of the most common questions you get: USP and outrageous advertising. I appreciate your simple formula for creating a USP – even though I realize it does require effort and careful thought. Thanks for the reminder that we can all be more outrageous in our marketing messages. This was a very valuable episode for me, Bill. I appreciate the value you and your team deliver each week.
Bill,
Great lesson on the USP. I believe that you’re never too smart to revisit the basics and ask “why” in a constant effort to imporve your business.
I’m currently re-reading Dan’s No B.S. Marketing to the Affluent book and came across a statement of his that I would like to hear more on. When discussing demographic segmentation and list selection he said that you need to implement “smart use of response lists rather than compiled lists.”
Would you elaborate on that idea, fleshing out the principle, its practical applications, and provide a few resources for doing so?
Thanks and I look forward to your explanation,
Ben Jones
League City, TX
Mr. Glazer,
We clearly understand the need for offering a guarantee (which we do — we guarantee each and every product or service we offer in one way or another), especially in the industry that has received as much negative publicity as ours as of late because of all the bad players out there (business turnaround consulting which everyone associates with debt settlement, though it is not even close). In any case, we are a financial services company…
We are struggling with creating a single, creative, eye-catching, “flagship” guarantee which we could use as a headline… Would you happen to have any recommendations on the creative process of turning dry, factual guarantees into or coming up with an OUTRAGEOUSLY catchy guarantee/slogan for a somber industry like ours (everyone can use a little humor, even or especially those in financial peril)?
Thank you in advance.
Great stuff as always, Bill. I really liked your breakdown on putting together a USP – I think I have some ideas going now. Here’s my question: I need to let my clients know about a price rise for my services. How can I do that in an ‘outrageous’ way?
Love your videos! Thank you for all of the helpful and creative marketing advise! It is really helped my real estate business. My questions is that you offer so many great products and services. Where do I start? What product would you suggest that I buy first as a real estate professional?
I do a lot of doorhanger and direct marketing. I offer a free seller recording on my marketing pieces as well as a guarantee that I will sell the home in 45 days or less or pay them money. What other creative marketing ideas or text can I implement into my real estate marketing messages in order to get the phones ringing? Thank you so much for your time.
Sincerely,
Michael Citron
Parkland Parrot Real Estate Team
RE/MAX ParkCreek
http://ParklandParrot.com
Office: 954-449-9704
Michael@ParklandParrot.com
Bill,
As always another great episode. We have really been working our USP the last year or so and have seen a major increase in response. We have also decided to try the last S&D insert in the gold newsletter for the scratch off post card mailer but I do have a question – would you suggest that everyone is a grand prize winner or should we print the prizes up as a mix to make it more realistic?
Thanks for your input,
Robert Blum
Just For Kicks Martial Arts
http://www.justforkicks.biz
(845) 897-5425
IF YOU DON’T HAVE A USP THAN YOU MIGHT AS WELL SHUT YOUR DOORS AND REOPEN WHEN YOU DEVELOP AN EFFECTIVE ONE!
Great information Bill, I really appreciate these videos and the knowledge that you are sharing with us. My question is on the B2B front. I am looking to do a monthly fax piece for our regular customers and I was wondering if you had any suggestions or examples of how to be outrageous in such a short form (I am trying to keep the fax to one page because of a statement Dan made in one of his books about this).
thanks again for keeping me focused each week on improving and growing outside the box.
Bill,
Excellent and useful insight as always. In my experience, the subject of a USP is much overlooked by most businesses out there – and to their peril.
In fact, I have been so bold as to offer a money-back guarantee for my services, and have not had to pay out on it yet!
Thanks again and looking forward to the next episode.
Simon
Hi Bill,
This episode was extremely helpful. As a hypnotherapist,I was having some trouble wrapping my head around the idea of a USP and this really provided the missing peice, in fact, I already have a few really good ideas. Thanks for all the valuable info.
Ted A. Moreno
Certified Hypnotherapist
http://tedmoreno.com