The Only 3 Unique Selling Propositions You'll Ever Need
Published: Fri, 06/05/09
Memo From: Marlon Sanders
Memo To:
Re: The hidden connection between my name, the Blue Marlin fish
and selling up a boatload
Hello,
Marlon here.
You don't like competition?
I don't either.
What if you could have your own BLUE ocean to sell to?
What I'm going to explain to you is one of my secrets. It's
simple but very profound.
As you know, obviously, my name is Marlon. But you may not have
connected my name to the The Blue Marlin fish.
In days gone by people called me Blue, after the fish.
Now, to me the fish is a symbol of blue ocean. That is, ocean
unfettered by the morass of boats, people, and others competing
for your space.
To use another analogy, some call it "low hanging fruit."
In other words, money you make without competing hard.
Back in the 1980's Jay Abraham revived a slogan from the 50's
called "unique selling proposition." The modern term for it is
"differentiation."
What makes you and your product or service DIFFERENT?
Unique = different
Selling = it sells
Proposition = it's a proposition to the customer
Jay is such a great sales person he can take a term from the
1950's, and get people to pay $5,000 to learn about it! Now
that's a guy I admire.
I prefer the modern term differentiation. What differentiates
your products and services.
There are only 3 basic USP's, according to renowned competition
expert Michael Porter. And I must say I agree completely.
1. Increased performance
Can you help people get more bang for their buck, their time,
their energy, their effort?
2. Greater convenience
There's always a market for convenience. This is why I have
ProductDashboard.com, Promodashboard.com, DesignDashboard.com,
AffiliateDashboard.com.
All of those products are designed to make learning various
aspects of online marketing as fast, simple and easy as humanly
possible.
People spend thousands for programs and coaching that teach and
give less. True story. I've had people tell me they've spent
as much as $7500 for coaching but gained more from one of my
under $100 Dashboards.
3. Low cost
One good strategy in this recession is to have some lower priced
versions of your offerings.
My Dashboards are under $100, so they fit this USP. Ditto for
Ockham's Razor, Amazing Formula and some of my other products.
The PROBLEM with low cost as a USP is someone else can always
be cheaper. But there's always a market for cheap. Normally,
if you follow the cheap USP, it's because you're selling into
Blue Ocean.
In other words, you're going after customers who don't currently
buy your category of product or service.
Most of my new products are Blue Ocean concepts. They're the first
in the category.
For example, Pushbuttonletters.com was MY original creation. The
reason you don't see more Push Button products is I own most of
the domains.
I'm the one who invented the whole category or genre of sales
letter creation or generator software. That was my idea. Not
usually attributed but you can check whois dates on sites and
see it for yourself.
The Push Button Letters software is about CONVENIENCE but also
performance. I found that if I forced people to follow a formula,
they'd get better results. It's also more convenient than trying
to write a letter from scratch.
Another Blue Ocean move was the Dashboard line. I invented the
whole Dashboard product concept and own most all the key domains.
I also call these "flanking" moves but that's a whole different
discussion and explanation.
The whole gift in advance of asking for a testimonial strategy
was my invention first presented in my AutomationSecrets.com
product.
I was the first to codify the 2-page web site concept and sell
it years ago in a highly popular and influence product at
Gimmesecrets.com.
That product is evergreen and works as good today as it did the
day I wrote it. The full title was "Gimme My Money Now." And
the USP was performance. It performed better and more simply
than other paradigms. Still does.
I'm NOT bragging here. The point is to demonstrate to you what
I've been doing since 1998 and before that WORKS over and over
again.
It's a Formula you repeat.
The two action steps today are:
1. Sell into Blue Ocean
Instead of competing, get into market space where no one else is.
As an example, I gave you Pushbuttonletters.com, my Dashboards,
and Gimmesecrets.com.
2. Use of the 3 USP's.
Your product has to either:
a. Be more convenient
b. Increase performance
c. Lower costs
I do NOT recommend you focus on C. That leaves you with either
convenience or performance as your main USP. In other words, if
you got a flower shop online, you're either a LOT more convenient
to buy from than the local shop. Or you got bigger, better,
badder flowers.
You could be the cheapest but it's not usually recommended. And
you can't be all 3. The best performance doesn't jive with the
lowest costs AND the most convenience.
I could sit here and throw out a million USP's at you that dazzle
you. But I try to simplify things.
Any idiot can make things complex.
It's my experience that you have to really get to the heart of
a subject to make it simple. A lot of "gurus" are only in this
market because they see easy bux.
What I do is immerse myself in topics NOT to make them more
complex but to find the essence and simplify them.
That would be a USP of convenience with a side benefit of
performance.
But there's a cost attached to that. If I buy 200 books to study
a topic and spend a year reading them, it would be cheating
myself to sell the distilled results of that research for the
lowest cost.
I can take any topic and make it complex in a flash. But it takes
a LOT of thought, reading and cogitation to take something that
could be complex, extract the essence and make it simple.
Know your USP.
You have 3 choices.
Best wishes,
Marlon Sanders
PS: If you identify with what I teach and want to save a bundle on
a bundle of my products, go to:
http://www.TurboProfits.com/tracking/go.php?c=6_5_clc
You can also hire me for personal phone consultations for $1,000
an hour. Contact Tim at getyoursupport.com to schedule.