Before you start your marketing campaign for your book, magazine or other, you must first layout the particulars of your approach.
Who are you marketing to, what is your niche, what defines the item you are marketing, what differentiates it from others that are similar, what mediums do you intend to use to spread your message and so forth. However there is one crucial element that you must include in your marketing campaign for your book, magazine or service and that is HOW do you construct your message? Do highlight your offer with a description or is there a more effective way to attract potential readers or buyers? The answer is yes there is a more effective way and it is called the “U.S.P.” short for the “Unique Selling Proposition.”
What Is The “U.S.P.”?
The U.S.P. is essentially today’s language of sales and the most effective language in order to attract readers and/or prospects who would buy from you. It is the language one must use where you would “put yourself in the buyer’s shoes” and totally forget about what you are “offering” or “selling” and concentrate on what you, “in the buyer’s shoes” may be seeking that would tempt you to make the purchase of your book, read your magazine or buy your product.
Reeves, in his book, “Reality In Advertising” defines the U.S.P. as follows:
- Each advertisement must make a proposition to the consumer—not just words, product puffery, or show-window advertising. Each advertisement must say to each reader: “Buy this product, for this specific benefit.”
- The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand or in a claim the rest of that particular advertising area does not make.
- The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.
Some classic examples of Reeves’ three points are:
- Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.”
- FedEx: “When your package absolutely, positively has to get there overnight.”
What Do You Stand For?
As you begin to construct your Unique Selling Proposition, one of your first steps is to “define your niche and your strengths.” What separates you from the rest and what makes you unique. Another is what is your business model, or what would you normally do in the course of your sales that is in the buyer’s favor, such as your standard guarantee.
In creating your unique sales points you would want to make sure the potential customer is conveyed the information most beneficial to them. Is your book the most unique take ever on the story of…? Is the information in your magazine absolutely indispensable to the reader’s lifestyle or pocketbook? Is your product one that will better the health or lifestyle of the buyer? I speak of the word guarantee as many of you would be offering a guarantee of some sort and you want to be bringing this into the forefront of your marketing campaign. How many times have you seen adverts using a “money back guarantee” or “if you are not completely satisfied….” etc.
Benefits, Benefits, Benefits:
Once you have developed who you want to market to, you would obviously tailor your marketing language aimed at that particular group. Furthermore, once you understand and can espouse with clarity and detail what the actual benefits are of your book, magazine or product you will want to address your potential customer in “their language.” What is their language? It is whatever is common to the group you are marketing to. As the potential buyer really has no concern for anything you are offering and only wants to know, should they purchase from you, how that purchase will BENEFIT THEM! Period!
There lies the crux of your marketing campaign; you must be selling benefits and not creating offers. Example: “You will benefit from reading my book not just for the entertainment value, but from the wealth of knowledge you will learn about….” “Nowhere else will find a complete money back guarantee of this nature.” “You will also receive free, at no additional cost to you an eBook version of the printed book or magazine.” Lastly one must always have a CALL TO ACTION: “Call Now and the first fifty calls will also receive…..”
Speaking of “benefits” hopefully you have found this beneficial to your marketing plans. Happy marketing!
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