November 8, 2005
The Three Tests of a True USP
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p class=”MsoNormal”>This comes directly from an excellent daily email series I’m subscribed to. It’s called ‘Early To Rise‘ and it comes from publishing powerhouse Agora. I highly recommend you check it out.
Anyway, today’s message referred to three very simple tests you could put your USP through to see if it’s really a USP.
To quote directly from today’s message by Bob Bly:
In his 1960 book Reality in Advertising , Rosser Reeves introduced the notion of a USP … and he said that, to be successful, a USP must satisfy three criteria.
To quote Reeves directly:
1. “Each advertisement must make a proposition to the consumer. Each advertisement must say to the reader: ‘Buy this product, and you will get this specific benefit.’”
2. “The proposition must be one that the competition either cannot, or does not, offer. It must be unique – either a uniqueness of brand or a claim not otherwise made in that particular field.”
3. “The proposition must be so strong that it can move the mass millions, i.e. pull over new customers to your product.”
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p class=”MsoNormal”> Would your lawn care USP pass these tests? Do you even have a USP?
If you don’t want to be forced to compete on price alone, you absolutely MUST have a USP. For it to be an effective USP, it must pass these three tests. If it does, with a well thought out marketing plan you’ll soon have more business than you know what to do with.
Filed under Lawn Care Marketing by Chestin
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