The U.S.P Marketing Secret Weapons 賣點行銷的秘密武器－shindar1016

The U.S.P Marketing Secret Weapons 賣點行銷的秘密武器

Main Ideas

The U.S.P Marketing Secret Weapons 賣點行銷的秘密武器
1. A good U.S.P.	10. Capturing details
2. Being understood	11.telephone upselling
3. Eliminating assumption	12. Direct mail+Telemarketing
4. Asking for the order	13. Marketing asset sharing
5. Tailoring the message	14. Customer respect
6.Anticipating skepticism	15. Additional products
7. Good pictures	16. Excellence
8. Image congruency	17. A “Champion”
9. Constant change

Weapon＃1 A good U.S.P.

A unique Selling Proposition:

＊ Explain how you are positioned against your competition.

＊ Summarizes and telegraphs your key benefits.

＊ Can become a powerful driver of business success.

U.S.P.s come in loads of varies and flavors. For example, a U.S.P can be built around price,

product ingredients, marketplace positioning, color, size, scent, celebrity endorsement, location hours of operation and so forth. The options are wide and essentially limitless.

Some of the history’s most successful U.S.P’s have included:

＊ Fresh hot pizza delivered in 30 mins or less, guaranteed.

＊ When it absolutely has to be there the next day.

＊ The low-price leader.

Weapon＃2 Being clearly understood

The advertising industry is full of clever ideas, characters, and presentations that are tremendously memorable but that failed to generate any additional sales. Why is that? Most often it’s because the advertisers tried to be clever rather than clear. Therefore, if you want marketing that generates results, strive to be clearly understood. Don’t let a few awards for creativity substitute for solid sales in the marketplace. Be simple, be direct and be clear about what you offer the customer.