Why Should I Do Business With You?

By: Dan Kennedy on: October 15th, 2015 6 Comments

What’s in a slogan?  Not much apparently

Recently I came across an extensive survey, by brand consultancy Emergence, done way back in 2003.  It measured the effectiveness of advertising slogans among 22 of the nations largest marketers that spend more than 100 million a year on ads.  Only six were recognized by more than 10% of the consumers surveyed.

By the way, 10% isn’t exactly something to write home about!

Funny enough Circuit City, Kmart and Staples got 0% recognition.  When was the last time you saw a Circuit City?  How’s Kmart done since 2003?  As of writing this, Staples stock is down over 50% from it’s high ten years ago.

More interesting is that Wal-Mart’s “Always low prices. Always.” got a higher than 50% recognition rate (64% to be exact) AND it’s the only one that that represents a Unique Selling Proposition (USP) and not a slogan.

Many businesses I work with (at least when they are initially presented to me) have no USP. Even if they say they do, most of the time, what they really have is a slogan.

A USP answers the question; “Why should I do business with you verses every other option, including doing nothing?”

A good example of a company with a popular USP is GEICO’s “15 minutes could save you 15% or more on your car insurance.”  No mistaking what they do, is there?

The fact of the matter is this study was done at a time when advertisers at least had your full attention when advertising on TV, Radio, etc…  Now lots of money is being made online and via social media sites like Facebook where literally dozens of messages fight for your attention simultaneously!

What was important for success is now CRITICAL for success.

To get you started you’ll need to answer three questions that’s help you attract you EXACT, IDEAL prospect and leave your competition in the dust:

  • What is unique about my product or service? (El Famous Burrito…”Burritos as big as your head”)
  • What is unique about the delivery of my product or service? (Think about Sedation Dentistry vs. Normal)
  • What is my story? (Tom’s Shoes “Each pair of shoes you purchase = a pair of shoes for a child in need”)

Now that you have your USP created, you can start to utilize the latest online tools such as Facebook to drive super-targeted traffic to your ultra specific message.

That’s about as much as I’ll talk about Facebook…BUT…next week GKIC will tell you everything you need to know about Facebook as they’ve teamed up with the co-author of my latest book, No B.S. Guide To Direct Response Social Media Marketing, Kim Walsh-Phillips and during a free live event will go over the entire Facebook Profit Funnel.

During this event you’ll discover the step-by-step blueprint for attracting your very best customers, clients or patients and create a new source of autopilot income.

When you reserve your spot, you’ll also have the opportunity to pre-order the No B.S. Guide To Direct Response Social Media Marketing where you’ll also get $170.97 worth of immediate bonuses.  Needless to say, I think you should.

Save your spot and get the book, click here now.





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

6 Responses

  1. Scott says:

    The lightest canoe rental on the Wisconsin River!

    Only took me about 11 years to come up with it and then another 2 to ACTUALLY use it! If I only knew then what I know now.

  2. Dwight M Triplett says:

    Mr. Kennedy,

    I assume you receive your own mail, comments. replies…ect…ect. With today’s technology, people are able to “Bait and switch” or someone else is the spokesperson instead of you dealing directly with the original person, in this case you “Dan Kennedy.” Sir, are you an active participant of this GKIC.com organization, or are you just the “Front man”, and I’m not impugning your perspicacity. I’ve seen it a lot of times where a company will claim affiliations with such and such person, only to be dealt with or doing business with with of their underlings. I want to know am I dealing with you or someone else. I get emails/literature with your name “Dan Kennedy”, yet when I go to sign up for whatever event is being advertised, there is everyone else name but yours when it’s time to sign up. That’s why I am asking direct. Please expound on this. Also, I have found out that when events say that their “live Broadcast” it’s not always true. Most events have been pre-recorded to give the appearance that it is a live event. Does your company practice that in anyway shape or form? I hope YOU respond back to me with some viable answers.

    Dwight M Triplett

  3. Hi Dan,

    Thanks for this article.

    I think this is by far the best way you have shown on how to determine and set up a great USP. The three questions that you give above are like gold nuggets. Taking the time to answer these questions is like mining for the gold that you have left behind for us,

    After reading three of your books now, I will always say, from here on out, that a powerful USP will always chump a slogan any day.

  4. David Hunter says:

    And my favorite USP… “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.”

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