Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Your USP in a Sentence

Good USPs attract high value clients

USPs or Value Propositions Were Popular A Few Years Ago. I Think They Are Still Essential

But getting a USP written can be amazingly difficult. So here’s a quick solution. A way of looking at USPs that makes writing them much easier. 

Essentially you have to start by getting people to buy into your proposition. It’s no good writing a USP that no one agrees. So a phrase they agree is a great starting point. In the example below I give one that is aimed at people in education.

 

We all believe in delivering superb education and skills, but Government underfunding of public services has put that at risk; so it’s up to us to remedy the situation, and that means we have to rethink / reengineer / reimagine ways to achieve our objectives.

“Insanity is doing the same thing over and over again and expecting different results”   Albert Einstein

Let’s examine that in detail. It simply starts by saying “We all believe in delivering superb edcaution and skills” . Well I’ve never yet met a single person in education that disagrees with that phrase. The great thing is it tells them we have common values. It encourages them to think positively and want to read on. I call this the dream phase. It’s where we address the dreams and beliefs of people. 

The second part states a fact .. “that Government underfunding of public services has put that at risk”. Again something they are very likely to agree.

 

Readers of my USP have now seen two things they can say Yes to. It’s now very likely they’ll agree the third. Thats, “so it’s up to us to remedy the situation, and that means we have to rethink / reengineer / reimagine ways to achieve our objectives.” 

Finally I add a quote from someone whose credentials are impeccable. It’s a quote they will undoubtedly have heard before and are likely to agree with.  Einstein is credible .. and that makes my USP more credible!

 

So your USP in a Sentence needs to include the following stages or elements …

Agree the “dream”

State the position

State the action

State the obvious

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