Rick Meekins is the Managing Partner at Aepiphanni, a Business Consultancy, an Atlanta, GA based small business consultancy that provides Management Consulting, Implementation and Managed Services to business leaders and entrepreneurs seeking to improve or expand operations.
What Makes You so Special | Guest Post By Craig Tilley
WHY SHOULD A PROSPECT BUY FROM YOU RATHER THAN YOUR COMPETITORS?
As you may know, most product driven web sites or email ads are passed over or deleted without entirely being read. However, there are a few sites and email ads that get read entirely and inevitably make loads of sales.
The following is one of the primary ingredients successful email ads and web sites have that 99% of the failures don’t…U.S.P!
UNIQUE SELLING PROPOSITION (USP)
Your USP is what makes your advertised product offer unique from all the rest. It is, “Why a prospect will take the time to read your ad and buy from you rather than your competitors?”
Online, you are a faceless entity and one of the biggest blunders online marketers make is having an offer or product that appears similar to a million other online offers or products.
WHY SHOULD ANYONE BUY FROM YOU WHEN THERE ARE A MILLION SIMILAR OFFERS POURING IN EVERYDAY?
Having a USP for your ad or web site is one of the most powerful selling features you can have.
WHAT USP IS AND WHAT IT ISN’T
Your USP can be lower prices, but it is a risky one; being the easiest to copy, others would neutralize you instantly. In fact, many people think of this as their USP, and your prices may be beat in not time at all.
Quality is not a USP. It is a necessity. While its presence may not give you any tangible benefit, its absence would hurt your business.
Freebies are sales promotional tools; they are not the reason why someone would buy from you. So freebies can’t be USPs.
I could go on and on. Instead, however, I’d like to tell you a USP that works in the online marketplace.
This USP is easy to build and it is simply your ‘expertise’. If you can project yourself as a knowledgeable expert in your product or service domain, and get the proposition accepted, and if you keep educating your prospects on that subject in a way that interests them, and if you also happen to sell products/ services in that area, people will certainly be interested in buying from you.
HOW TO BECOME AN INSTANT EXPERT
There are two things you need to do to establish yourself as an expert.
ONE: Have enough material to write about on that subject. Not what you want to say, but what your audience wants to read.
TWO: Present it in an interest way. Facts don’t sell. Interesting stories that illustrates facts do.
A great example a successful expert occurred with a book about ‘Change’ and ‘Change Management’.
This is a subject matter that has been written about over and over again by numerous people.
Very few copies of these books sell. Fewer of them are read. There is one book, however, on ‘Change’ that made waves. It was limited on facts, but rich on fiction (the interesting story it used to illustrate ‘Change’).
The book was titled, ‘Who moved my cheese?” The rest, as they say, is history. The authors are now acknowledged experts on Change Management. Fortune 500 Companies engage their services to bring about change in their companies.
Are they the best experts on ‘Change’?
May be, may be not! Does it matter?
Donning the leadership robe, then writing in an interesting way (using stories to illustrate your point), is one of the greatest secrets of success! Online or offline.
So, if you want to sell your products or services online, don’t just publish a web site or place ads announcing simply how great your product or service is…. become an expert in your niche, making that your USP.
Make your product center around your expertise. Sell your expertise. Preferably free, to start. Then later, introduce your products/ services and you’ll find they sell themselves out.
Always keep this fact in mind: Most successful people online whether real or assumed are experts in their fields!
Take that one to the bank….!
(Rallyearth.com, craigtilley.com) is a whole-brain thinker (science/art, logic/emotion) that uses system thinking to see the interconnections and figure out the process to get there with grace, dexterity and passion.
Aepiphanni is a Business Consultancy that provides Management Consulting, Implementation and Managed Services to business leaders and entrepreneurs seeking to improve or expand operations. We are the trusted advisor to those seeking forward-thinking operational and strategic solutions to help them plan for and navigate through the challenges of business growth.
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