The Marketing Tip of The Week

by Ken Varga
Website: | Issue No. 07-2-25


How To Dominate Your Competition So They Beg For Mercy!


Hi again.

Isn’t it a great exercise to create an advantage or benefit to your customer that your competition doesn’t?

This does require some research on your part, because you are the only one that knows your industry.

All you have to do is to come up with a benefit or advantage, and check out your competition to see if they offer that to their customers. When you find that they don’t, you’ll probably get goose bumps, because you’ll be so excited.

You’ll be excited because you can now go after your competitors’ customers to make them your own, knowing that you have a distinct advantage over your competitors.

Here are some examples:

1) Domino’s pizza delivered in 30 minutes or less, or the pizza was free.

When Domino’s started there weren’t any pizza companies that guaranteed delivery within 30 minutes, and fewer companies delivered pizza that was hot. And if the pizza was delivered late and cold, you lived with it.

There wasn’t any protection or risk reversal attached.

Domino’s was the first and only company to do that. And guess what, that was so distinctive, that they virtually owned the market for years and years.

2) Federal Express: When it absolutely, positively, has to be there overnight.

They offered customers a distinct advantage…that the package would be delivered overnight, by 10:30 AM, Guaranteed.

3) When Avis was struggling to come up with a marketing approach that would gain them the market advantage they desired, they needed a unique selling proposition that was very powerful.

Hertz was heads above them in size and market share.

What did they do? They came up with a great USP…“We’re number 2 and we try harder”. They demonstrated that by extending themselves, by working harder, by giving you better rates, and by being cordial. They made incredible progress and growth because of this USP.

You’ve got to ask yourself this important question.

What superior benefit, advantage, or improved result is my business in a position to give a customer?

And here’s another question…

What superior benefit, advantage, or result am I already actually providing or supplying my customer that is so subtle that they aren’t even aware of it…that I’m doing a disservice with because they’re not even aware of it?

Your goal is to identify and telegraph to every prospect, customer or client you ever deal with from this day forward, that they can expect to receive, on an ongoing basis, a unique benefit or advantage by doing business with your company instead of your competitors.

For this week I want you to focus on what you’re doing that your customer is not aware of, or what you can start doing for that customer, that provides them with a unique and superior benefit, advantage, or result over any other business they could chose to do business with.

Here’s one more example…

If you’re in a service business like heating or air conditioning, you could have a USP where you can have a guarantee that if your customer has a problem, you will be at their home within 1 hour of the call or it’s free.

Whatever your business is, you must…and I repeat… you must create a Unique Selling Proposition in order to not only stay in business, but to create new customers.

Well that’s it for this week. I know that if you spend the time to determine what your Unique Selling Proposition is, you will not only enjoy your business but also create the profits that you’re in business to create.

I hope I’ve helped you to understand the importance of a USP, and helped you to create one.

Let me know what ideas you come up with so that I might incorporate them in future issues of this tip of the week.

Next week I’m going to be writing about increasing your number of leads, prospect, inquiries and customers.

Till next week, keep healthy and wise.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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Copyright 2000-2006 by Kenneth J. Varga. All rights reserved.