Here’s an irrefutably true statement: No one ever sends a FedEx package to someone and wonders why they are doing it.
The why is obvious – whether the sender is conscious of it or not – they want the package to be delivered TOMORROW.
Yes, the post office has Express Mail, and FedEx has other competitors, but only FedEx has “When It Absolutely, Positively Has to Be There Overnight.”
They don’t even use that slogan anymore, and it doesn’t matter. FedEx still owns the word RELIABLE in the mind of most people because of that Unique Selling Proposition (USP).
An effective USP answers this question:
“Why you?”
Your prospect is thinking, “Why should I choose you over every other option I have – including the choice to do it myself or do nothing?”
After all, you could fly that important package to California yourself in your own private jet.
Or you could let your Uncle Ernie drive it there in his 1972 Pontiac Catalina. Maybe Ernie is just as reliable.
By the way, only 88 percent of FedEx packages arrive on time. UPS beats them with a 91 percent on time rating. But it doesn’t matter because FedEx has committed their marketing year after year to promote reliability.
It should be obvious what the ONE THING you need to do to make 2018 your most profitable: Develop Your USP. . . and build your business and your marketing around it.
Don’t get hung up on the words. Remember, it’s not a slogan. It’s the SELLING PROPOSITION – the “you give me this and I’ll give you that” quid pro quo that you can OWN in the minds of your customers, clients, and prospects.
And don’t let the word “unique” throw you. McDonalds and Burger King seem to offer the same thing: the exchange of burgers and fries for money. Yet, both position themselves differently.
When you differentiate yourself, you no longer have to compete on price or try to be all things to all people.
With a clear selling proposition, you’ll be able to take the fat out of your sales process because you’ll attract more ideal business, increase conversion rates, and improve lifetime customer value.
All because you now stand apart from everyone else.
At Andrick & Associates, we’re more than a printer and lettershop. We offer marketing and sales expertise.
We can help you target better prospects, where they work, where they live, where they hang out. You’ll find more of the ones you want. And you’ll convert them more easily into buyers.
Your conversion rate – that parentage of prospects who turn into buyers – is one of your businesses most important benchmarks.
Improving that number for you is what we are all about. It’s the fastest way for you to flow new cash in your company. And your USP is the “easy button” you can push to make that happen.