Learn how to build a unique selling proposition that speaks to specific buyer types. The speaker walks through a three-part structure: name the problem, package your solution with a memorable name, and promise the emotional result. Use separate USPs for different segments like trade-up buyers or luxury buyers.
I promise you this is so far from anything that you've ever been to. And now to create a powerful usp, make sure it ties into the most emotionally stimulating elements of your positioning strategy. And it's for a target market. So again you might have six, eight USPs and they're going to be different for each target market. Make it short, a phrase, not a sentence. Keep it vague enough to leave room for imagination. Convey a positive feeling. Give it impact, punch and emotion. Avoid defining your product as a commodity. Obviously focus on promise of emotional gratification, the result or benefit, not the work you do. Make it consistent with the components of your positioning strategy. So here you will have written out five or six sentences about a positioning strategy to a target market. Just for practice sake, I do want you to do one buyer target market and one seller target market as you go through these exercises and then usp. So I want you to come up with a USP for a trade up buyer in your market or a luxury buyer in your market and a USP for a downsize seller or first time seller or whatnot or reload seller. Alright? And then your positioning statement is simply, it basically restates the usp, but it just expands on it. So USP doesn't have to be a complete sentence, it's more of a statement. And this just kind of expands on what it is. And there are examples in the worksheets that you can, you can use, it uses more literal terms in concrete language that should resonate with the people in your target market. We'll still focus on emotional gratification more than rather than product details. Elaborates on the USP to draw the customer's interest by redefining your services in an emotionally appealing way forms a bridge from the USP to all other marketing and sales communications. You will be using three elements and for what we do you probably will touch on all three of these elements. So the products, so the services. You know, we are widget providers. So we need to make sure that our languaging sounds better than that. The example they use is the example of the widget. Like how do you compete if you're making widgets? You know, and there's a thousand people that make widgets, there's how many in our market making widgets? 80, 500 people now that are doing real estate in our market. So I like the widget example problem. Describe the problem your service solves to that target market, right? So it becomes way easier when for me this is a big sigh of relief when I realized that, oh shit, there are three or four target markets in the buyer side and the seller side when everything's been generic so far. So describe the problem your service solves by packaging your solution and making it memorable by giving the service a name. So it could be the first time buyer solution. I mean, for lack of anything, with any creativity. And then the result. Describe the result your service can achieve for the customer that he or she should find emotionally gratifying. So this is the. So we're the widget application experts, right? So we're expert real estate advisors or something along those lines. We found that many widget buyers overbuy and waste money on unnecessary purchase and inventory costs. So we've developed the perfect purchase program to deliver exactly what you need when you need it at the lowest cost possible. We will help you meet your production deadlines with lower costs and less effort than you're expending now. So even using that example, you can kind of plug and play different words for real estate and your target market specifically. All right, so we know this, right? So that example of a guy that I go to church to that didn't even give me like the Christian, like benefit of the doubt and just assumed that I was some scam artist because I ran guaranteed sale. So it happens whether you do anything about it or not. If you do nothing, then you'll become positioned in whatever way, like that example a prospective customer wants. If you position carelessly, you can easily create the opposite perceptions from those you want. When all is said and done, it's your positioning that first turns a customer's head in your direction. The caveat to that is that it's most likely not this work on positioning that's going to get them to come to you. So we'll talk about lead generation in the afternoon. But when they get there, they've got to feel like they're in the right place, which is all. Positioning creates the groundwork for successfully moving customers through the purchase decision chain and sets you apart from the composition. Good positioning forms the foundation of any effective marketing and lead generation strategy, which is why we're doing it first.
