Online Business Brain Dump - Develop a USP
By: BRENT RIGGS

Are you familiar with a USP? If you aren't, your business is in trouble! I'll say it again, entire books have been written on this subject. USP simply means your "Unique Selling Perspective." In other words, what makes your business stand out from the rest?

- What is it that separates your business from your competitors?

- Why should someone buy from you instead of your competitors?

- What do you offer that your competitors don't?

I know of a great article, written by one of the top copywriters in the world, that helps put the power of your USP clearly into perspective.

The author's name is Dan Kennedy. Dan has a lot of experience, having written sales material for some of the largest Fortune 500 companies around. What makes him so successful? He is able to develop a client's USP with pinpoint accuracy and capitalize on its amazing power.

Let me give you an example. Strangely enough, a once struggling pizza shop harnessed the power of a strong USP to turn their failing business into an empire. They chose to become UNIQUE, capitalizing on one aspect of their business that no one else had yet jumped on. This provided amazing results and their profits hit the roof!

By the way, you've heard of this pizza shop. It is Domino's Pizza!

How were they able to successfully turn their business around? They chose a simple and clever slogan and combined it with a strong USP...."Delivered Hot and Fresh in 30 Minutes or Less.... OR IT'S FREE!"

The owner of Domino's did not choose to focus on fresh ingredients, the ripest tomatoes, or even special offers.

That was what the other guys were doing! The young pizza shop owner discovered what his business needed, and he drove home his simple message. What did customers want from a pizza place? They wanted their pizza fast. Their clever slogan, coupled with an effective USP, made this once failing business a successful mega-million-dollar franchise!

Now...think hard about what sets you apart and answer these three questions:

- What makes your business different than your competitors?

- Why should someone buy from you instead of your competitors?

- What is it that you offer that your competitors don't?

(Note: this article is part of a mini-course with twenty lessons. You can find that entire free mini-course here: http://brentriggsblog.com/minicourses.asp ) G. Brent Riggs, author of "Life Without Debt", "Desperation Station" and SeriousFaith.com has over 20 years experience as an business owner, teacher, personal growth coach and mentor. You can contact him from his main website: http://www.gbrentriggs.com

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