This post is part of the 📖 1-Page Marketing Plan series.
Today I am reading a section There’s Nothing New Under the Sun from CRAFTING YOUR MESSAGE chapter of the book The 1-Page Marketing Plan written by Author, serial entrepreneur and rebellious marketer Allan Dib.
Tomorrow, I am going to read “Create Your Elevator Pitch” section from the same chapter. Look out for tomorrow’s article.
There’s Nothing New Under the Sun
If there is nothing unique about your business, how do you develop a USP?
You need to ask two questions yourself and answer to get your business marketing USP?
- Why should they buy?
- Why should they buy from me?
You should have clear, concise and quantifiable answers. Not a wishy-washy nonsense like “we are the best” or “we have the highest quality.”
Uniqueness doesn’t have to be in the product itself. The uniqueness may be in the way it is packaged, delivered, supported or even sold — Allan Dib, Author.
Getting into the Mind of Your Prospect
Be a trusted advisor for your prospect whistle serving their needs.
Here author gave a superb example that clearly demonstrated how to get into your prospect’s mind using a printing business owner.
I am not allowed or republish all the things that been said in the book. Please consider picking the book The 1-Page Marketing Plan from Amazon.
If You Confuse Them You Lose Them
Understand that your prospect has essentially three options:
- Buy from you
- Buy from your competitor
- Do nothing
Can you explain your product and the unique benefit it offers in a single short sentence?
“Many business owners erroneously think that a confused customer will seek clarification or contact you for more information. Nothing could be further from the truth. When you confuse them, you lose them.” — Allan Dib
How to Be Remarkable When You Are Selling Commodity
Here author Allan Dib took a commodity product like coffee and showed how to be unique in your presentation. Remember your product doesn’t have to be unique yet uniqueness may be in the way it is packaged, delivered, supported or even sold.
Yet, is the product unique? Not by a long shot! It’s just slightly different—different enough to be remarkable.
I found two more examples in this chapter that are noteworthy. I got the author’s point of view of why I should be unique and most importantly, how?
What a book and I am really proud of myself for picking this book. Allan did a remarkable job with his clear cut writing. Don’t hesitate to buy The 1-Page Marketing Plan from Amazon.
“There’ll always be someone willing to go out of business faster than you. I suggest you not play that game of pricing yourself or your product low.” - Allan Dib
By charging higher prices, you attract better quality clients.
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon AudibleDon't Read. Just 🎧
- Uniqueness doesn’t have to be in the product itself. The uniqueness may be in the way it is packaged, delivered, supported or even sold.
- Confusion leads to lost sales
- When you confuse your prospect, you lose them. Simple.
- You can command premium pricing because you are selling a remarkable experience.
- Don’t compete on the lowest price point.
The importance of crafting your message in an immediately understandable and impactful way has never been more important.
By giving a remarkable experience, you can sell your commodity products at the premium prices as a customer happy to pay the premium but also rewards the seller by spreading the message about their product or service.
Why? Because we all want to share things and experiences that are remarkable.
What can you do in your business that’s remarkable? Your clarity around this will have a massive impact on the success of your business.
Don’t play the commodity/price game. Develop your USP, deliver on it and make those you deal with play your game, on your terms.
In this groundbreaking new book you’ll discover:
How to get new customers, clients or patients and how to make more profit from existing ones.
Why “big business” style marketing could kill your business and strategies that actually work for small and medium-sized businesses.
How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money.
A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan.
How to annihilate competitors and make yourself the only logical choice.
How to get amazing results on a small budget using the secrets of direct response marketing.
How to charge high prices for your products and services and have customers actually thank you for it.
Author(s): Allan Dib
Part 8 of 36 in the 📖 1-Page Marketing Plan book series.