Why Should They Choose You

By: Dan Kennedy on: July 26th, 2010 2 Comments

In order for you to control and dominate your small business marketing you need to have a great USP (which is an abbreviation for Unique Selling Proposition).

One of the ways to accomplish this is by having compelling differences in your products or services.

This is a great homework assignment for you but don’t get yourself mentally trapped into doing it now because it takes a lot of time and you will then hear nothing else that I say for the rest of this post.

But this is a great homework assignment. The homework assignment is to answer this question:

What is the compelling unique difference between you, your business, your product or your service and every other available option I might choose as the consumer?

Now, lets’ move to another key concept. It’s called cost versus worth.

The easiest thing to sell is money at a discount. That’s the easiest thing in the world to sell.

If I stood up and I stacked $100 bills and we had someone from Chase Manhattan Bank with a magnifying glass to certify that they were real $100 bills I probably wouldn’t have much trouble selling them for sixty bucks to you…would I?

Amazingly some people would say, “Gee I don’t know I can’t afford it,” but others would find sixty bucks somewhere to buy themselves one of those $100 bills wouldn’t they?

We could go out on the street and we could just about have 100% success rate selling $100 bills at 40% off. That would be pretty easy. That’s the position you want to try and put yourself in and that’s the presentation position you want to try and put yourself in with your product or service. How can I prove the case that it is money at a discount?

Why do people do things?

Do you know?

Greed’s one of the reasons. That’s okay. The reasons people do things are for their own interest. For their own reasons.

They don’t do things for your reasons. They do things for their reasons and you have to be able to couch, to package everything that you say, everything that you communicate in the context of their reasons.

If somebody understands your customer better than you do they’re going to get that person’s business aren’t they?

So when you determine who your market is then you better crawl inside that market and you better really understand their reasons for why they do things because your reasons are irrelevant.


Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

2 Responses

  1. Your homework assignment is challenging and it is easy to get trapped in. I’ve spent quite a bit of time working on this and seem to always come back to “Yeah, but other people could be doing this too.” Then I have to remind myself that they COULD but they AREN’T. Big difference.

  2. LD Herrera says:

    I like your homework assignment. It’s a way to help identify the “value proposition” without using that terminology. I’ve noticed that small business owners generally grow a blank stare when discussing marketing terms like “value proposition.” Their mindset has not been a marketing mindset, but rather a product mindset – focusing on providing the best “quality” products and/or services. Their focus has not been on “formal” marketing education. I will keep that in mind with my future communications. I’ve noticed that you have not used marketing jargon in most of your posts and I appreciate that.

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