製訂一個賣點行銷計畫總共包括13個主要觀念，17個秘密武器，以及5個要避免的錯誤！有興趣的人就跟我一起學英文跟知識嚕！
The U.S.P (Unique Selling Proposition) Marketing Plan 賣點行銷計畫
1. Main Idea主要觀念
| The U.S.P Marketing Plan | 組合出適切的訴求 |
1 | Put together the right message | 傳達訴求 |
2 | Present your message | 選擇適當的目標客群 |
3 | Pick the right targets | 驗證自己的訴求 |
4 | Prove your case | 營造完美的形象 |
5 | Put your best foot forward | 製造免費廣告的機會 |
6 | Generate some free advertising | 創造流行---炒熱行情 |
7 | Start a trend---Become hot | 運用「便宜又大碗」的行銷方式 |
8 | Use “poor boy” marketing | 全力提升整體顧客價值 |
9 | Maximize total customer value | 促進口碑行銷 |
10 | Fuel word-of-mouth advertising | 創造短期銷售熱潮 |
11 | Create short-term sales surges | 運用新科技 |
12 | Use new technology | 任用與解聘行銷專家 |
13 | Hire and fire the experts | 任用與解聘行銷專家 |
Plan＃1 Put together the right message
A good and effective marketing message will always have at least three key elements:
1. A Unique Selling Proposition (U.S.P)---which explains your positioning against all competitors and summarizes your product’s chief benefits.
2. An answer to the one question every prospective customer will always ask---“ Why should I choose your business/product/service instead of one of your competitor’s similar product or service?
3. An irresistible offer to take immediate action
One way you can develop your marketing message is to use a modular approach. Take some blank 3”x5” cards and put one fact, feature, benefit, customer promise, offer component or marketing idea in each card. Once you’ve written out a number of ideas, organize them in order of most likely importance to your prospective customers. Then select the top three to five, and work out how you can incorporate those ideas into your marketing message. As you do that, also bear in mind what your direct competitors are already doing. Choose elements or components that will enable you to stand out from competitors.
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