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You Can Continue to Overpay For Clicks, Slog It Out In Brutal Commodity Markets,
Dicker with Customers Over Price and Delivery, Lose Orders to Competitors and F
all Further Behind in the Rat Race.
But You Don t Have To Do That Anymore.
Here s Why
Dear Online Marketing Professional:
When I was a young pup, soon after I discovered the crack cocaine of direct mark
eting, I had high hopes that killer advertising techniques would transform my di
smal Network Marketing career into success.
If I could just write a few great ads, all I d have to do was stick money in the m
arketing gumball machine and get new customers out. Watch out world, you re about
to start comin my way.
One of my many experiments was: Let me find some retail customers who will just b
uy this stuff every month and use it. I sat down started writing an ad.
I forget what product it was for, some kind of household item I think, but I sat
there for hours trying to write an ad that was interesting.
Couldn t manage to do it. Nothing I came up with seemed to have any pizzazz.
Eventually I did turn out a sales letter. It got what I thought to be a dismal r
esponse, 1%.
I sent it in to one of my mentors for critique. He said, Nobody s lying awake at ni
ght worrying about any problem that this product solves. Considering that, Perry
, your 1% is pretty respectable.
Fast forward 15 years and you ve described the EXACT problem that most online busi
nesses have on Google: You can t write an exciting ad about a boring product. It s j
ust not possible unless you LIE.
The symptom of a boring product is, you spend hours trying to think of something
interesting to say and you can t come up with anything.
My products at the time belonged to somebody else, a big dumb company. Me-too pr
oducts, not all that different from anything at the grocery store. Because they
weren t mine, I had no power to make them more exciting.
I switched on my brain and started watching for something better, something more
interesting that I could sell.

At the time I was working at a high-tech company. Fast forward a few months, and
even though we were small and struggling; even though some of our products were
from other companies, we still had cool stuff of our own. I decided to start a
training course called DeviceNet Boot Camp which was unlike anything else that a
nyone had ever offered in our marketplace.
One night at about 11pm I sat down to write a sales letter. To my surprise, that
mailer almost wrote itself. We were offering about a dozen advantages that this
market had never seen before, all worthwhile, all interesting. All I had to do
was tell the story.
By 3am that night, that sales letter was smokin !
We printed it. Every time we mailed out that letter, we got $8 in registrations
for every $1 we spent on postage.
That particular product only added maybe 5-10% to our sales. It didn t carry the e
ntire success of our company. However it did radically reposition us and gave us
huge visibility. A major trade organization private labeled our course and sold
it to their members.
Most importantly, I discovered something that I have never, ever forgotten:
When you have a great Unique Selling Proposition, or USP, your ads almost write
themselves. Your messages slice through huge amounts of clutter in the marketpla
ce. You solve the Me Too problem in your war against competitors.
In MLM, I had no control of the product I was selling. I was living in a prison
of my own making, believing that I needed somebody else s Big Idea to make me succ
essful.
The second time around was different. I didn t own the company and had very few as
sets to work with. But with some creativity and resourcefulness, and a little co
operation from another company we knew, I could create a great USP.
Most Planet Perry customers are very much like I was then. You only have so much
to work with, you don t have lotsa cash to throw around, but you have flexibility
and you do have ideas. In all likelihood you have more control of your destiny
than I had in my Dilbert Cube job.
You probably do own your product, service, consulting firm, or intellectual prop
erty. If not all, at least part.
You also have the ability to easily source things from other people
in fact the
world may even be banging down your door trying to get you to sell their stuff t
o your audience. And . odds are, your products DO solve a problem that somebody is
lying awake at night trying to solve. I bet they re more interesting than what I
was trying to sell in MLM.
Odds are 10 to 1 that what you really lack is simply a great USP.
It s not that you sell the wrong product (though it might need to be changed a lit
tle bit). It s not that you re selling to the wrong people
you might already be knoc
king on all the right doors.
And the problem isn t you. You re just as good as anybody else who s trying to sell to
your customers, believe me.
No, the problem is that people do not understand the unique and special way that
YOUR company is going to help them rest peacefully at night.

Is Your Current USP Flaccid?


10 Warning Signs Of An Impotent Sales Story:
Flaccid USP Warning Sign #1. You pile on new features, freebies, and customers r
espond with more dissatisfaction. I had a customer who consulted in the transpor
tation industry, helping companies with safety violations become compliant befor
e the government came and slapped them with fines.
My customer, Dave, was extremely frustrated because even though 95% of his prosp
ects clearly and demonstrably were in peril of paying steep fines, he struggled
to get anyone to pay attention. He and his wife would somehow manage to get a fe
w $1,000 to $2,000 gigs every month and pay their bills. But maddeningly, the ha
rder he bent over backwards offering them fixes and advice, the more they would
pedal away from him.
He came to a 4-Man Intensive in a last act of desperation.
After about an hour, I saw that he already had a great USP, a great sales story,
and huge potential.
It was just BURIED. Nobody really understood why they needed to buy from him.
He couldn t see the forest for the trees. He didn t quite know how to express it. An
d the harder he tried to tell them about the nuances of his product offering and
the extent of his knowledge, the worse it got.
I asked to see his sales pages. He had a FAX he d been sending out and I looked it
over. You mind if I fix this?
Go right ahead,

he replied.

I re-wrote his fax. His old one had been about the laws companies were violating
and how he was going to work to get them back into compliance. The new one got
straight to the point. Just to give you an idea, here s the part we added at the e
nd:
P.S.: The worst possible outcome is if someone gets killed in an accident. If th
at happens and your machine shouldn t have been operational, you go to prison. Bla
ckburn Correctional Complex. Right beside Interstate 64. Ever been by there? You
can spend up to 3 years behind bars. You see the highway from a brand new persp
ective.
To date, the hammer has dropped on three operators. Kentucky is prosecuting comp
anies under Section 35. They re looking for their next victim. Is it you?
Dave blasted the fax.
15 minutes later, his wife Melissa calls him. She is MAD AS A HORNET. Why? Cuz t
he phone is ringing off the hook and prospective customers furious. They wanna k
now why they got this terrifying fax, what she knows that they don t.
Dave talks her off the ledge. We give her step by step instructions on how to ha
ndle these calls, and convert them into consultations.
Fast forward a few hours. It s dinner time and we re driving to the restaurant. Dave
gets a phone call from Melissa. She informs him that they got a phone call from
the Safety Commission in Kentucky, stating that they received complaints and wi
ll be conducting a thorough investigation of his consulting firm.

Dave s face is white as a sheet, like he s tumbled out of an airplane without a para
chute. He desperately needs brown pants because he looks like he s going to soil h
is jeans.
(And I have to admit, I m wondering if maybe I ve finally pushed things too far this
time.)
Next morning, I give Dave instructions: I want you to call Jeff Cramer s office at
the Safety Commission and request a personal appointment with him, right now.
He s never talked to this guy, but he leaves the room and complies. Gets on the ph
one, talks to the guy. Everything s OK for now, nobody s in big trouble. Jeff does w
arn him to never scare people like this again. (By the way, everything in that f
ax was true.)
The morning of Day 2, a paying client signs up with Melissa for a hefty sum of m
oney, funding the whole expedition.
A week later, he meets with Jeff. Jeff has been overwhelmed with educating manuf
acturers about the rules, so the state of Kentucky begins sending Dave clients.
With this new cooperation from the state of Kentucky, Dave s business has been BOO
MING ever since. His marketing problems are over. Now he s trying to deal with the
volume of new customers.
You might think this was the work of a clever copywriter. To a degree it is of c
ourse, but that s not what really happened. What I really did was simply uncover h
is true USP.
From that point forward, even an amateur copywriter could pull it off, no proble
m.
Dave s USP was there all along. Literally from day one. He just couldn t see it. And
the harder he tried to add better salesmanship to what he thought his USP was,
the deeper he dug the hole he was in.
Once we uncovered it and strengthened it with appropriate guarantees and conditi
ons, he ceased to have a sales problem. In fact the state of Kentucky began to s
end him customers so they wouldn t have to start putting people in jail.
His marketing problems went away. Now Dave had a capacity problem.
Flaccid USP Warning Sign #2: Customers can buy what you sell by the pound and kn
ow how much things should cost. This is deadly. The world is swirling around the c
ommoditization drain. If any person can reasonably and accurately compare what y
ou sell to offerings on Amazon (for physical products or information products) o
r Fiverr (for services), you are a dead man walking.
The Amazon Problem: People can buy Kindle books all day long for $9.99, sometime
s 99 cents and occasionally free. If they can buy yours, and that s the end of the
line, this is bad bad bad. If they can search a bunch of products and yours com
es up and they can directly compare yours to others, read the reviews and neatly
categorize you, then your throat is getting sliced as we speak.
The Fiverr Problem: Fiverr is a place where people do stuff for you for five buc
ks. If you re a buyer, it s fantastic
it s unbelievable what you can get done, by comp
etent professionals, for the price of one latte. Just in the last 2 months, I ve h
ad people successfully research conference rooms and furniture purchases; I ve fou
nd people who did transcriptions, graphic design, found obscure research papers
on botany, all for five bucks.

One lady I hired was a linguistics professor, an outstanding professional who ga


ve me extensive comments and corrections on an important document I was writing,
just by ordering multiple gigs. All of this was CHEAP.
Great for me. But if you re on the receiving end of the five bucks, Fiverr is the w
orld s hot new sweat shop for knowledge workers. A 21st century Brave New World ni
ghtmare.
Can you go on Fiverr and find someone doing almost the same thing you do, for fi
ve bucks? Are you swirling down the Fiverr drain? If you can, then don t say you h
aven t been warned.
THE one-word solution to this problem is:
USP.
USP is when you have a truly great answer to these questions:
Why should I
Why should I
Why should I
Why should I
What can you

read or listen to you?


believe what you have to say?
do anything about what you re offering?
act now?
guarantee me that nobody else can?

When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you have great answers to these questions, your ads are easy to write, your
traffic cost is cut in half, and you can even source your parts and labor from
Fiverr and Amazon and still make great margins.
Which way do you want it?
In 2014 , Will You Be a USP King
or a
Fiverr Slave?
In the 21st century, you will be proving your abilities for five bucks and hopin
g the person turns into a client. Or you ll be the USP Alchemist and King, the one
who doles out $5 jobs to eager supplicants.
You get to decide right now: Which one are you going to be?
If you haven t decisively chosen to be the alchemist, your decision is already mad
e.
Flaccid USP Warning Sign #3: Your customer is more in control of the transaction
that you are they demand terms, concessions, price and delivery.
Do people call you up or email you and say, I want this list of products, these s
ervices, these delivery dates and this list of quality assurances, and X is what
I ll pay ? If so, that s more nails in the coffin cuz it ain t going to get any better
.
The Internet is a serial killer you never know who it s going to take out next. If
mass availability of information or connections makes you redundant, then your

only savior is a killer USP.


Look at the price of ebooks over the last 10 years. In 2003-2005 it was commonpl
ace for authors to get $29 to $99 for a reputable ebook on a good topic. It s beco
me rare to command such prices today, as Kindle books have chewed up the margins
and spit them out.
People walk into retail stores with iPhone apps that do instant price comparison
s, based on UPC symbols and barcodes. Insiders call this showrooming
where physica
l stores only serve the purpose of demonstrating the product to online buyers. Y
oung adults under 30 think nothing of going into an electronics store, spending
an hour looking at all the LCD televisions, sampling the wares at the generous l
ocal owner s expense, then buying it online (with in-home delivery) for nineteen b
ucks of savings.
That s mass commoditization, baby. First the manufacturing jobs went overseas, the
n the retail service jobs got plundered by iPhone apps.
It s GREAT if you re a consumer.
It sucks when you re the producer.
Doing five dollar tasks on your computer may be more humane than dragging cement
blocks over stone rollers to build the Egyptian pyramids, but it s still brutal a
nd merciless.
Despite all this, the well of human desires is still bottomless. No sooner do th
ey can buy the LCD television at the lowest possible price, than they want somet
hing they CANNOT get at Best Buy or on Amazon. Humans always want something else
, and you can easily be the person they buy it from
but it s gotta be unique.
It is absolutely impossible for Amazon or anyone else to erase the unmet needs t
hat lurk in the hearts and minds of your customers. New opportunities are eterna
lly there. You just have to know how to find them and position them.
Flaccid USP Warning Sign #4: When it s almost impossible for you to rank on the 1s
t page of Google AdWords.
The #1 problem facing small advertisers is, big dumb money from big dumb compani
es. They drive the bids up and up and up.
It s actually a mistake to think of them as big and dumb because they are, after all
, bigger than you. But the point is, it s not that their products are better. It s j
ust that they have deeper pockets and can spend more money than you.
They can afford waste. You can t.
A killer USP cuts through the clutter like a diamond-tipped saw blade. But if yo
u don t have it, forget it.
Flaccid USP Warning Sign #5: You re constantly in head-to-head battles with compet
itors. You know who they are, they know who you are, and every major customer ch
ooses either you or them. You re always keeping score.
When I created DeviceNet Boot Camp, my company was in a dogfight with a firm cal
led SST. They were larger and prouder, and had a 2-year head start in the market
place.
Then we rolled out DeviceNet Boot Camp. They could have done it too, they had mo
re staff and equipment than we had but we were first. They didn t see it coming. Th

en when the trade organization licensed our class


w a fit.

they were HACKED OFF. They thre

But there was nothing they could do about it, and we walked all over them. Then
we rolled this into back end offers and co-sponsorship opportunities with other
companies.
We sharpened our other USPs, too. We focused on machine builders in places like
Detroit and Silicon Valley, where our product had a decisive advantage over thei
rs in a non-obvious area. Three years later we had rolled that same advantage in
to a chip, which itself was a brand new, category-breaker USP. We sold our compa
ny for $18 million.
Much of the time, you create a better USP by taking what you already have and ta
ke for granted and putting it together in a new, exciting way. The other way we
do that is by completely redefining what problem you re trying to solve, and posit
ioning the product as though it never existed before.
Often this requires little or no modification to the original product
just a cha
nge in your messaging. Many times different groups of people will now be buying
the same product from you for very different reasons, taking no notice of each o
ther, and perhaps even paying very different prices.
Flaccid USP Warning Sign #6: Look-alike ads running down the right side of Googl
e. This is good for you because it s a sure sign of an industry ripe for the wreck
ing ball. Here s an example:
Flaccid USP Warning Sign 6 USP Breakthrough
In a market like this with me-too, mediocre messages (most markets are like this
, by the way), a host of mediocre advertisers are begging to get their heads han
ded to them.
The value of a Breakthrough USP easily exceeds the present value of your entire
company. A service company that does $1 million per year in sales probably has a
n equity value of $500,000 to $1 million. One breakthrough USP can add hundreds
of thousands to over a million dollars of value and drive six-figure impact to t
he bottom line.
Flaccid USP Warning Sign #7: You re frustrated because all kinds of people who shou
ld buy from you are shrugging their shoulders and shuffling along to the next guy
, or doing nothing. That s precisely the problem all those marriage counselors abo
ve struggle with. They probably can t throw a paper airplane in a shopping mall an
d not hit somebody who has horrible marriage.
But are any of those people paying attention?
Nope.
They re not gonna, either, until someone hits them where they live. And a string o
f letters behind the professional s name, like LCSW or MS, ain t gonna do a lick of
good.
One of the most exciting benefits of a Breakthrough USP is that advertising medi
a that used to not work for you, suddenly pulls like gangbusters. A lot of peopl
e can get affiliate offers to work, but can t get Google ads to work. They get tra
ction with Google ads but not banners. Banner ads work but solo emails bomb.
Relentless testing of Google ads and landing pages with a lame USP is just polis
hing turds. Most of the time it s your USP that s to blame. And it s what I always sta

rt with. People come to 4-Man Intensives and sometimes they think I m going to wav
e a magic wand over their Google account and make everything perfect.
Well sometimes I can do that, but when I do that it s not magic. The real magic is
after an hour or two of reverse-engineering their offering and their customers w
ants, needs and desires
we ve completely repositioned the entire product to be imm
ensely more appealing.
Richard Jacobs is a consultant who generates leads for attorneys, in some of the
most expensive keyword categories on the internet. When he came to 4-Man, he co
mplained that a lot of his clients treated him badly even though he was putting
money in their pockets.
I showed him that by repositioning (1) his basic product offering in order to se
ll results instead selling procedures, and (2) increasing his visibility in the
marketplace, he could exponentially transform his experience as a consultant.
That, combined with a twist that he tells me about on an upcoming Renaissance Cl
ub CD, completely shifted his entire experience as a consultant.
Suddenly it s impossible to compare him to any other lead generator, any online ad
vertising opportunity, any sales rep, because he is utterly singular and unique.
Best of all, the complete combination is very hard to knock off and systematize
the way he has.
His income spiked and he literally moved almost 100 clients to the back burner.
He s not fighting the current anymore.
Why A Great USP is Harder Than It Sounds
Everybody who allegedly knows anything about marketing is supposed to know what
USP is and have a good one. My experience is: Most people s USP is little more tha
n a slogan and most do not have a good one. Most are mediocre at best and this i
s sad because this costs you a LOT of money. It s the difference between eating st
eak and eating Ramen soup, between being #1 or #5, between owning a 2nd home in
Tucson vs. struggling to pay your mortgage.
Yet I see thousands of sharp, capable, dedicated business owners limping along w
ith inadequate USPs. Even the above-average USP is like a dull razor blade
it le
aves stubble behind, and nicks and cuts as well.
A while back, unbeknownst to me, Bryan Todd decided to do something about this.
He sat down and, based on his conversations with hundreds of clients who d schedul
ed 1-on-1 consultations and taken the Bobsled Run coaching program for AdWords,
created an entire system for building Breakthrough USPs.
This accidentally came up in a Roundtable meeting. Aussie Roundtable member, Brad
Walker was having his hot seat when Bryan put his finger on a lack of clarity in
one of Brad s product offerings.
Bryan opened his computer, found some notes and began grilling Brad. One step at
a time, he led Brad through an entire sequence of questions, insisting that Bra
d arrive at an answer before he took the next step.
After about 30 minutes, Brad said, I can go up to my hotel room and write this up
, and the sales page will practically write itself!
BINGO. Precisely. That s what happens. A dull tip had been filed to a sharp point
and suddenly it made impact on everything it touched.

That s what happens, my friend.


Matt Gillogly was there, and said,

We ve GOT to offer this. This is just too good!

So that s what we re doing. Here s the plan:


We re offering recordings of two in-depth webinars. During those recordings we wil
l walk you through an exquisitely elegant system for building killer USPs, unear
thing the hidden story behind your product, behind your customers aches, pains an
d aspirations.
USP Breakthrough Program $499
small ordernow USP BreakthroughUSP Breakthrough Platinum
$1499
small ordernow USP Breakthrough
USP Breakthrough $499 - Includes two powerful webinars on crafting your USP, as
well as accompanying mp3s, slides, and transcripts for the sessions. Also includ
es the full question resource guide, USP marketing checklist, and idea generator
.
USP Breakthrough Platinum
$1499
Includes everything that comes in the Basic pack
age, PLUS a 60 Minute Bare Knuckle USP Breakthrough Session with Bryan Todd. At
then end of this session you and Bryan will have honed a USP sharp enough to sli
ce through any challenge your business faces
USP Breakthrough Ninja Dojo - Sold Out
Every single person will achieve a breakthrough
ing you five things.

I guarantee it. In fact I m promis

If you fill in the worksheets and go through the process, then I guarantee that
by the end of the second course you will have:
A new dimension of value that you never realized you had, which you can immediat
ely offer to your customers, and which will instantly boost not only response bu
t the quality of your buyers
You will be offering a performance guarantee in your marketplace that none of yo
ur competitors can give
You will be able to apply this same thinking process to your free offers (everyt
hing you use to generate leads, not just sales) and experience a similar spike i
n results
You won t have to bury an ice pick in your head to pull this off. You ll find this e
asy and straightforward, delightfully simple, and effective
I guarantee all four of these benefits or your money back. If you want to invoke
the guarantee, all you need to do is open a support ticket and explain why you
weren t able to achieve any one of these specific results and you ll get a courteous
refund.
In 27 years of running an auto shop I ve never had a USP. I ve lost business in the p
ast because I couldn t give a simple answer to people who asked Why should I go wit
h you rather than somebody else?
I bought your Ultimate Guide to Google AdWords, and I learned via one of its bon
uses just what a USP can be. I live in Salt Lake City, Utah, and we get plenty o
f snow every year. So I decided I was going to concentrate my efforts and put th
is whole model to work in my lifelong snow removal business.
I bought a new salt spreader. And I started running AdWords. At first everything
was between $2.50-3.50/click. Expensive, poor CTRs, and none of my visitors wer
e spending much time on my site.

But after applying the USP principles and the other key elements of the Ultimate
Guide, my CPCs dropping like a rock. All of a sudden my clicks were down around
$0.55 per click, and my ads started showing far more.
I went on and bought your full USP course. I now have a clear and thorough answe
r on several fronts to why you should have your snow removal done with us
includ
ing my unique 48-hour ice-free guarantee. We re the only ice removal company in th
e area that provides that in writing!
Best part is, this method works for all of my businesses.
Gary Madsen
MadsenSnowRemoval.com
Salt Lake City, UT
The Evolution of Modern Economic Alchemist
Let me close with a story. Four years ago, a woman named Susan Kruger applied fo
r Bobsled Run, but her app was rejected because her sales weren t high enough. She
agreed to take our AdWords coaching course if she waived the guarantee. She was
attracted by my promise that she could Dominate her market
be the alpha warrior
f she mastered what I taught her.

She started out by aggressively advertising and optimizing, as we teach Google a


dvertisers to do. Her business caught fire and pretty soon the book sales were r
olling in.
A year later she began her 2nd Bobsled Run and signed up for a 4-Man Intensive.
The day before she came to the Intensive had been the last day of her job as a s
choolteacher, and she was now full time selling her Study Skills curriculum.
This is when her USP began to shift
because Study Skills was really just the surfa
ce-level benefit. As we peeled a few layers off the onion, we began to see that
what her schoolteacher customers really wanted from her was an advocate in the w
ar against the machine.
Why?
Because the Rapacious Beast was trying to consume Susan s own children.
Susan took her son Mark with her to my seminar in Maui. In the warm sun, and the
gorgeous foliage, and the entrepreneurial environment, Mark was flourishing. It
was one of the most fun times Mark ever had with his mom.
Susan tells the story like this: I called home multiple times, telling my husband
, I have my Mark back! It was fantastic! Since we ve been home, Mark has volunteered t
o help me with all sorts of things in the office; he s been sending faxes, sorting
papers, and even designed a logo for a new project I am developing.
But, the combined total of absences did not sit well with Mark s principal, Dr. Cla
ude. He berated us for our decisions and accused us of educational neglect. He als
o claimed we had been uncooperative in not providing requested medical documentati
on. My husband and I nearly jumped out of our chairs What request!? we demanded. You ve
never requested anything! You haven t even responded to a single email we have se
nt to you! He quickly dropped that argument, but ultimately, he threatened to tak
e us to court over the absences.
Soon she was embroiled in a battle with the local school district over Mark. It
got so heated that she pulled Mark out of public school entirely, and put him in
Montessori.

Dr. Claude personifies so much about The System that consistently drives parents a
nd teachers crazy! Dr. Claude was a bully. Rigid, heartless, unforgiving, and my
opic. So is The System.
Susan already knew her teachers were battling people like Dr. Claude, but this s
tory brought it front and center. She came to understand that what she is really
selling is weapons for winning the war against an impersonal machine.
She also discovered a huge need for ADHD solutions, both for parents and schoolt
eachers. In developing a suite of materials for ADHD, she realized that she coul
d simplify the work and habits of everyone not just kids with ADHD. This is turn
ing into an entirely new USP for StudySkills.com.
The following year Susan and her husband Brian joined Roundtable, and awhile aft
er that, Brian quit his job as a schoolteacher. Now both are free to pursue thei
r passions.
Every step of the way, they ve turned headaches, obstacles, bureaucrats and red ta
pe into selling opportunities, because every single one has refined their USP.
Every one of those ingredients were already there
but without an understanding t
hat each of them contributes raw material for a Breakthrough USP, they would nev
er realize the benefits.
Susan saw how she could take a tool that she s been giving students for years and
make it 10X more powerful by identifying the personal USP of the customer who us
es that tool.
Such is the evolution of a modern economic alchemist who started as a full time
school teacher with a part-time business on the side, and is now not only a seri
al entrepreneur but a prominent national leader in education reform.
When you can generate new USPs at will you have the ultimate alchemy power of th
e Serial Entrepreneur. This is what I m offering you. Put all you learn to work an
d it will transform your business and your life.
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Perry Marshall - USP Breakthrough Program
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Perry Marshall - USP Breakthrough Program
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You Can Continue to Overpay For Clicks, Slog It Out In Brutal Commodity Markets,
Dicker with Customers Over Price and Delivery, Lose Orders to Competitors and F
all Further Behind in the Rat Race.

But You Don t Have To Do That Anymore.


Here s Why
Dear Online Marketing Professional:
When I was a young pup, soon after I discovered the crack cocaine of direct mark
eting, I had high hopes that killer advertising techniques would transform my di
smal Network Marketing career into success.
If I could just write a few great ads, all I d have to do was stick money in the m
arketing gumball machine and get new customers out. Watch out world, you re about
to start comin my way.
One of my many experiments was: Let me find some retail customers who will just b
uy this stuff every month and use it. I sat down started writing an ad.
I forget what product it was for, some kind of household item I think, but I sat
there for hours trying to write an ad that was interesting.
Couldn t manage to do it. Nothing I came up with seemed to have any pizzazz.
Eventually I did turn out a sales letter. It got what I thought to be a dismal r
esponse, 1%.
I sent it in to one of my mentors for critique. He said, Nobody s lying awake at ni
ght worrying about any problem that this product solves. Considering that, Perry
, your 1% is pretty respectable.
Fast forward 15 years and you ve described the EXACT problem that most online busi
nesses have on Google: You can t write an exciting ad about a boring product. It s j
ust not possible unless you LIE.
The symptom of a boring product is, you spend hours trying to think of something
interesting to say and you can t come up with anything.
My products at the time belonged to somebody else, a big dumb company. Me-too pr
oducts, not all that different from anything at the grocery store. Because they
weren t mine, I had no power to make them more exciting.
I switched on my brain and started watching for something better, something more
interesting that I could sell.
At the time I was working at a high-tech company. Fast forward a few months, and
even though we were small and struggling; even though some of our products were
from other companies, we still had cool stuff of our own. I decided to start a
training course called DeviceNet Boot Camp which was unlike anything else that a
nyone had ever offered in our marketplace.
One night at about 11pm I sat down to write a sales letter. To my surprise, that
mailer almost wrote itself. We were offering about a dozen advantages that this
market had never seen before, all worthwhile, all interesting. All I had to do
was tell the story.
By 3am that night, that sales letter was smokin !
We printed it. Every time we mailed out that letter, we got $8 in registrations
for every $1 we spent on postage.

That particular product only added maybe 5-10% to our sales. It didn t carry the e
ntire success of our company. However it did radically reposition us and gave us
huge visibility. A major trade organization private labeled our course and sold
it to their members.
Most importantly, I discovered something that I have never, ever forgotten:
When you have a great Unique Selling Proposition, or USP, your ads almost write
themselves. Your messages slice through huge amounts of clutter in the marketpla
ce. You solve the Me Too problem in your war against competitors.
In MLM, I had no control of the product I was selling. I was living in a prison
of my own making, believing that I needed somebody else s Big Idea to make me succ
essful.
The second time around was different. I didn t own the company and had very few as
sets to work with. But with some creativity and resourcefulness, and a little co
operation from another company we knew, I could create a great USP.
Most Planet Perry customers are very much like I was then. You only have so much
to work with, you don t have lotsa cash to throw around, but you have flexibility
and you do have ideas. In all likelihood you have more control of your destiny
than I had in my Dilbert Cube job.
You probably do own your product, service, consulting firm, or intellectual prop
erty. If not all, at least part.
You also have the ability to easily source things from other people
in fact the
world may even be banging down your door trying to get you to sell their stuff t
o your audience. And . odds are, your products DO solve a problem that somebody is
lying awake at night trying to solve. I bet they re more interesting than what I
was trying to sell in MLM.
Odds are 10 to 1 that what you really lack is simply a great USP.
It s not that you sell the wrong product (though it might need to be changed a lit
tle bit). It s not that you re selling to the wrong people
you might already be knoc
king on all the right doors.
And the problem isn t you. You re just as good as anybody else who s trying to sell to
your customers, believe me.
No, the problem is that people do not understand the unique and special way that
YOUR company is going to help them rest peacefully at night.
Is Your Current USP Flaccid?
10 Warning Signs Of An Impotent Sales Story:
Flaccid USP Warning Sign #1. You pile on new features, freebies, and customers r
espond with more dissatisfaction. I had a customer who consulted in the transpor
tation industry, helping companies with safety violations become compliant befor
e the government came and slapped them with fines.
My customer, Dave, was extremely frustrated because even though 95% of his prosp
ects clearly and demonstrably were in peril of paying steep fines, he struggled
to get anyone to pay attention. He and his wife would somehow manage to get a fe
w $1,000 to $2,000 gigs every month and pay their bills. But maddeningly, the ha
rder he bent over backwards offering them fixes and advice, the more they would
pedal away from him.

He came to a 4-Man Intensive in a last act of desperation.


After about an hour, I saw that he already had a great USP, a great sales story,
and huge potential.
It was just BURIED. Nobody really understood why they needed to buy from him.
He couldn t see the forest for the trees. He didn t quite know how to express it. An
d the harder he tried to tell them about the nuances of his product offering and
the extent of his knowledge, the worse it got.
I asked to see his sales pages. He had a FAX he d been sending out and I looked it
over. You mind if I fix this?
Go right ahead,

he replied.

I re-wrote his fax. His old one had been about the laws companies were violating
and how he was going to work to get them back into compliance. The new one got
straight to the point. Just to give you an idea, here s the part we added at the e
nd:
P.S.: The worst possible outcome is if someone gets killed in an accident. If th
at happens and your machine shouldn t have been operational, you go to prison. Bla
ckburn Correctional Complex. Right beside Interstate 64. Ever been by there? You
can spend up to 3 years behind bars. You see the highway from a brand new persp
ective.
To date, the hammer has dropped on three operators. Kentucky is prosecuting comp
anies under Section 35. They re looking for their next victim. Is it you?
Dave blasted the fax.
15 minutes later, his wife Melissa calls him. She is MAD AS A HORNET. Why? Cuz t
he phone is ringing off the hook and prospective customers furious. They wanna k
now why they got this terrifying fax, what she knows that they don t.
Dave talks her off the ledge. We give her step by step instructions on how to ha
ndle these calls, and convert them into consultations.
Fast forward a few hours. It s dinner time and we re driving to the restaurant. Dave
gets a phone call from Melissa. She informs him that they got a phone call from
the Safety Commission in Kentucky, stating that they received complaints and wi
ll be conducting a thorough investigation of his consulting firm.
Dave s face is white as a sheet, like he s tumbled out of an airplane without a para
chute. He desperately needs brown pants because he looks like he s going to soil h
is jeans.
(And I have to admit, I m wondering if maybe I ve finally pushed things too far this
time.)
Next morning, I give Dave instructions: I want you to call Jeff Cramer s office at
the Safety Commission and request a personal appointment with him, right now.
He s never talked to this guy, but he leaves the room and complies. Gets on the ph
one, talks to the guy. Everything s OK for now, nobody s in big trouble. Jeff does w
arn him to never scare people like this again. (By the way, everything in that f
ax was true.)
The morning of Day 2, a paying client signs up with Melissa for a hefty sum of m

oney, funding the whole expedition.


A week later, he meets with Jeff. Jeff has been overwhelmed with educating manuf
acturers about the rules, so the state of Kentucky begins sending Dave clients.
With this new cooperation from the state of Kentucky, Dave s business has been BOO
MING ever since. His marketing problems are over. Now he s trying to deal with the
volume of new customers.
You might think this was the work of a clever copywriter. To a degree it is of c
ourse, but that s not what really happened. What I really did was simply uncover h
is true USP.
From that point forward, even an amateur copywriter could pull it off, no proble
m.
Dave s USP was there all along. Literally from day one. He just couldn t see it. And
the harder he tried to add better salesmanship to what he thought his USP was,
the deeper he dug the hole he was in.
Once we uncovered it and strengthened it with appropriate guarantees and conditi
ons, he ceased to have a sales problem. In fact the state of Kentucky began to s
end him customers so they wouldn t have to start putting people in jail.
His marketing problems went away. Now Dave had a capacity problem.
Flaccid USP Warning Sign #2: Customers can buy what you sell by the pound and kn
ow how much things should cost. This is deadly. The world is swirling around the c
ommoditization drain. If any person can reasonably and accurately compare what y
ou sell to offerings on Amazon (for physical products or information products) o
r Fiverr (for services), you are a dead man walking.
The Amazon Problem: People can buy Kindle books all day long for $9.99, sometime
s 99 cents and occasionally free. If they can buy yours, and that s the end of the
line, this is bad bad bad. If they can search a bunch of products and yours com
es up and they can directly compare yours to others, read the reviews and neatly
categorize you, then your throat is getting sliced as we speak.
The Fiverr Problem: Fiverr is a place where people do stuff for you for five buc
ks. If you re a buyer, it s fantastic
it s unbelievable what you can get done, by comp
etent professionals, for the price of one latte. Just in the last 2 months, I ve h
ad people successfully research conference rooms and furniture purchases; I ve fou
nd people who did transcriptions, graphic design, found obscure research papers
on botany, all for five bucks.
One lady I hired was a linguistics professor, an outstanding professional who ga
ve me extensive comments and corrections on an important document I was writing,
just by ordering multiple gigs. All of this was CHEAP.
Great for me. But if you re on the receiving end of the five bucks, Fiverr is the w
orld s hot new sweat shop for knowledge workers. A 21st century Brave New World ni
ghtmare.
Can you go on Fiverr and find someone doing almost the same thing you do, for fi
ve bucks? Are you swirling down the Fiverr drain? If you can, then don t say you h
aven t been warned.
THE one-word solution to this problem is:
USP.

USP is when you have a truly great answer to these questions:


Why should I
Why should I
Why should I
Why should I
What can you

read or listen to you?


believe what you have to say?
do anything about what you re offering?
act now?
guarantee me that nobody else can?

When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you have great answers to these questions, your ads are easy to write, your
traffic cost is cut in half, and you can even source your parts and labor from
Fiverr and Amazon and still make great margins.
Which way do you want it?
In 2014 , Will You Be a USP King
or a
Fiverr Slave?
In the 21st century, you will be proving your abilities for five bucks and hopin
g the person turns into a client. Or you ll be the USP Alchemist and King, the one
who doles out $5 jobs to eager supplicants.
You get to decide right now: Which one are you going to be?
If you haven t decisively chosen to be the alchemist, your decision is already mad
e.
Flaccid USP Warning Sign #3: Your customer is more in control of the transaction
that you are they demand terms, concessions, price and delivery.
Do people call you up or email you and say, I want this list of products, these s
ervices, these delivery dates and this list of quality assurances, and X is what
I ll pay ? If so, that s more nails in the coffin cuz it ain t going to get any better
.
The Internet is a serial killer you never know who it s going to take out next. If
mass availability of information or connections makes you redundant, then your
only savior is a killer USP.
Look at the price of ebooks over the last 10 years. In 2003-2005 it was commonpl
ace for authors to get $29 to $99 for a reputable ebook on a good topic. It s beco
me rare to command such prices today, as Kindle books have chewed up the margins
and spit them out.
People walk into retail stores with iPhone apps that do instant price comparison
s, based on UPC symbols and barcodes. Insiders call this showrooming
where physica
l stores only serve the purpose of demonstrating the product to online buyers. Y
oung adults under 30 think nothing of going into an electronics store, spending
an hour looking at all the LCD televisions, sampling the wares at the generous l
ocal owner s expense, then buying it online (with in-home delivery) for nineteen b
ucks of savings.
That s mass commoditization, baby. First the manufacturing jobs went overseas, the

n the retail service jobs got plundered by iPhone apps.


It s GREAT if you re a consumer.
It sucks when you re the producer.
Doing five dollar tasks on your computer may be more humane than dragging cement
blocks over stone rollers to build the Egyptian pyramids, but it s still brutal a
nd merciless.
Despite all this, the well of human desires is still bottomless. No sooner do th
ey can buy the LCD television at the lowest possible price, than they want somet
hing they CANNOT get at Best Buy or on Amazon. Humans always want something else
, and you can easily be the person they buy it from
but it s gotta be unique.
It is absolutely impossible for Amazon or anyone else to erase the unmet needs t
hat lurk in the hearts and minds of your customers. New opportunities are eterna
lly there. You just have to know how to find them and position them.
Flaccid USP Warning Sign #4: When it s almost impossible for you to rank on the 1s
t page of Google AdWords.
The #1 problem facing small advertisers is, big dumb money from big dumb compani
es. They drive the bids up and up and up.
It s actually a mistake to think of them as big and dumb because they are, after all
, bigger than you. But the point is, it s not that their products are better. It s j
ust that they have deeper pockets and can spend more money than you.
They can afford waste. You can t.
A killer USP cuts through the clutter like a diamond-tipped saw blade. But if yo
u don t have it, forget it.
Flaccid USP Warning Sign #5: You re constantly in head-to-head battles with compet
itors. You know who they are, they know who you are, and every major customer ch
ooses either you or them. You re always keeping score.
When I created DeviceNet Boot Camp, my company was in a dogfight with a firm cal
led SST. They were larger and prouder, and had a 2-year head start in the market
place.
Then we rolled out DeviceNet Boot Camp. They could have done it too, they had mo
re staff and equipment than we had but we were first. They didn t see it coming. Th
en when the trade organization licensed our class they were HACKED OFF. They thre
w a fit.
But there was nothing they could do about it, and we walked all over them. Then
we rolled this into back end offers and co-sponsorship opportunities with other
companies.
We sharpened our other USPs, too. We focused on machine builders in places like
Detroit and Silicon Valley, where our product had a decisive advantage over thei
rs in a non-obvious area. Three years later we had rolled that same advantage in
to a chip, which itself was a brand new, category-breaker USP. We sold our compa
ny for $18 million.
Much of the time, you create a better USP by taking what you already have and ta
ke for granted and putting it together in a new, exciting way. The other way we
do that is by completely redefining what problem you re trying to solve, and posit

ioning the product as though it never existed before.


Often this requires little or no modification to the original product
just a cha
nge in your messaging. Many times different groups of people will now be buying
the same product from you for very different reasons, taking no notice of each o
ther, and perhaps even paying very different prices.
Flaccid USP Warning Sign #6: Look-alike ads running down the right side of Googl
e. This is good for you because it s a sure sign of an industry ripe for the wreck
ing ball. Here s an example:
Flaccid USP Warning Sign 6 USP Breakthrough
In a market like this with me-too, mediocre messages (most markets are like this
, by the way), a host of mediocre advertisers are begging to get their heads han
ded to them.
The value of a Breakthrough USP easily exceeds the present value of your entire
company. A service company that does $1 million per year in sales probably has a
n equity value of $500,000 to $1 million. One breakthrough USP can add hundreds
of thousands to over a million dollars of value and drive six-figure impact to t
he bottom line.
Flaccid USP Warning Sign #7: You re frustrated because all kinds of people who shou
ld buy from you are shrugging their shoulders and shuffling along to the next guy
, or doing nothing. That s precisely the problem all those marriage counselors abo
ve struggle with. They probably can t throw a paper airplane in a shopping mall an
d not hit somebody who has horrible marriage.
But are any of those people paying attention?
Nope.
They re not gonna, either, until someone hits them where they live. And a string o
f letters behind the professional s name, like LCSW or MS, ain t gonna do a lick of
good.
One of the most exciting benefits of a Breakthrough USP is that advertising medi
a that used to not work for you, suddenly pulls like gangbusters. A lot of peopl
e can get affiliate offers to work, but can t get Google ads to work. They get tra
ction with Google ads but not banners. Banner ads work but solo emails bomb.
Relentless testing of Google ads and landing pages with a lame USP is just polis
hing turds. Most of the time it s your USP that s to blame. And it s what I always sta
rt with. People come to 4-Man Intensives and sometimes they think I m going to wav
e a magic wand over their Google account and make everything perfect.
Well sometimes I can do that, but when I do that it s not magic. The real magic is
after an hour or two of reverse-engineering their offering and their customers w
ants, needs and desires
we ve completely repositioned the entire product to be imm
ensely more appealing.
Richard Jacobs is a consultant who generates leads for attorneys, in some of the
most expensive keyword categories on the internet. When he came to 4-Man, he co
mplained that a lot of his clients treated him badly even though he was putting
money in their pockets.
I showed him that by repositioning (1) his basic product offering in order to se
ll results instead selling procedures, and (2) increasing his visibility in the
marketplace, he could exponentially transform his experience as a consultant.

That, combined with a twist that he tells me about on an upcoming Renaissance Cl


ub CD, completely shifted his entire experience as a consultant.
Suddenly it s impossible to compare him to any other lead generator, any online ad
vertising opportunity, any sales rep, because he is utterly singular and unique.
Best of all, the complete combination is very hard to knock off and systematize
the way he has.
His income spiked and he literally moved almost 100 clients to the back burner.
He s not fighting the current anymore.
Why A Great USP is Harder Than It Sounds
Everybody who allegedly knows anything about marketing is supposed to know what
USP is and have a good one. My experience is: Most people s USP is little more tha
n a slogan and most do not have a good one. Most are mediocre at best and this i
s sad because this costs you a LOT of money. It s the difference between eating st
eak and eating Ramen soup, between being #1 or #5, between owning a 2nd home in
Tucson vs. struggling to pay your mortgage.
Yet I see thousands of sharp, capable, dedicated business owners limping along w
ith inadequate USPs. Even the above-average USP is like a dull razor blade
it le
aves stubble behind, and nicks and cuts as well.
A while back, unbeknownst to me, Bryan Todd decided to do something about this.
He sat down and, based on his conversations with hundreds of clients who d schedul
ed 1-on-1 consultations and taken the Bobsled Run coaching program for AdWords,
created an entire system for building Breakthrough USPs.
This accidentally came up in a Roundtable meeting. Aussie Roundtable member, Brad
Walker was having his hot seat when Bryan put his finger on a lack of clarity in
one of Brad s product offerings.
Bryan opened his computer, found some notes and began grilling Brad. One step at
a time, he led Brad through an entire sequence of questions, insisting that Bra
d arrive at an answer before he took the next step.
After about 30 minutes, Brad said, I can go up to my hotel room and write this up
, and the sales page will practically write itself!
BINGO. Precisely. That s what happens. A dull tip had been filed to a sharp point
and suddenly it made impact on everything it touched.
That s what happens, my friend.
Matt Gillogly was there, and said,

We ve GOT to offer this. This is just too good!

So that s what we re doing. Here s the plan:


We re offering recordings of two in-depth webinars. During those recordings we wil
l walk you through an exquisitely elegant system for building killer USPs, unear
thing the hidden story behind your product, behind your customers aches, pains an
d aspirations.
USP Breakthrough Program $499
small ordernow USP BreakthroughUSP Breakthrough Platinum
$1499
small ordernow USP Breakthrough
USP Breakthrough $499 - Includes two powerful webinars on crafting your USP, as
well as accompanying mp3s, slides, and transcripts for the sessions. Also includ

es the full question resource guide, USP marketing checklist, and idea generator
.
USP Breakthrough Platinum
$1499
Includes everything that comes in the Basic pack
age, PLUS a 60 Minute Bare Knuckle USP Breakthrough Session with Bryan Todd. At
then end of this session you and Bryan will have honed a USP sharp enough to sli
ce through any challenge your business faces
USP Breakthrough Ninja Dojo - Sold Out
Every single person will achieve a breakthrough
ing you five things.

I guarantee it. In fact I m promis

If you fill in the worksheets and go through the process, then I guarantee that
by the end of the second course you will have:
A new dimension of value that you never realized you had, which you can immediat
ely offer to your customers, and which will instantly boost not only response bu
t the quality of your buyers
You will be offering a performance guarantee in your marketplace that none of yo
ur competitors can give
You will be able to apply this same thinking process to your free offers (everyt
hing you use to generate leads, not just sales) and experience a similar spike i
n results
You won t have to bury an ice pick in your head to pull this off. You ll find this e
asy and straightforward, delightfully simple, and effective
I guarantee all four of these benefits or your money back. If you want to invoke
the guarantee, all you need to do is open a support ticket and explain why you
weren t able to achieve any one of these specific results and you ll get a courteous
refund.
In 27 years of running an auto shop I ve never had a USP. I ve lost business in the p
ast because I couldn t give a simple answer to people who asked Why should I go wit
h you rather than somebody else?
I bought your Ultimate Guide to Google AdWords, and I learned via one of its bon
uses just what a USP can be. I live in Salt Lake City, Utah, and we get plenty o
f snow every year. So I decided I was going to concentrate my efforts and put th
is whole model to work in my lifelong snow removal business.
I bought a new salt spreader. And I started running AdWords. At first everything
was between $2.50-3.50/click. Expensive, poor CTRs, and none of my visitors wer
e spending much time on my site.
But after applying the USP principles and the other key elements of the Ultimate
Guide, my CPCs dropping like a rock. All of a sudden my clicks were down around
$0.55 per click, and my ads started showing far more.
I went on and bought your full USP course. I now have a clear and thorough answe
r on several fronts to why you should have your snow removal done with us
includ
ing my unique 48-hour ice-free guarantee. We re the only ice removal company in th
e area that provides that in writing!
Best part is, this method works for all of my businesses.
Gary Madsen
MadsenSnowRemoval.com
Salt Lake City, UT
The Evolution of Modern Economic Alchemist

Let me close with a story. Four years ago, a woman named Susan Kruger applied fo
r Bobsled Run, but her app was rejected because her sales weren t high enough. She
agreed to take our AdWords coaching course if she waived the guarantee. She was
attracted by my promise that she could Dominate her market
be the alpha warrior
f she mastered what I taught her.

She started out by aggressively advertising and optimizing, as we teach Google a


dvertisers to do. Her business caught fire and pretty soon the book sales were r
olling in.
A year later she began her 2nd Bobsled Run and signed up for a 4-Man Intensive.
The day before she came to the Intensive had been the last day of her job as a s
choolteacher, and she was now full time selling her Study Skills curriculum.
This is when her USP began to shift
because Study Skills was really just the surfa
ce-level benefit. As we peeled a few layers off the onion, we began to see that
what her schoolteacher customers really wanted from her was an advocate in the w
ar against the machine.
Why?
Because the Rapacious Beast was trying to consume Susan s own children.
Susan took her son Mark with her to my seminar in Maui. In the warm sun, and the
gorgeous foliage, and the entrepreneurial environment, Mark was flourishing. It
was one of the most fun times Mark ever had with his mom.
Susan tells the story like this: I called home multiple times, telling my husband
, I have my Mark back! It was fantastic! Since we ve been home, Mark has volunteered t
o help me with all sorts of things in the office; he s been sending faxes, sorting
papers, and even designed a logo for a new project I am developing.
But, the combined total of absences did not sit well with Mark s principal, Dr. Cla
ude. He berated us for our decisions and accused us of educational neglect. He als
o claimed we had been uncooperative in not providing requested medical documentati
on. My husband and I nearly jumped out of our chairs What request!? we demanded. You ve
never requested anything! You haven t even responded to a single email we have se
nt to you! He quickly dropped that argument, but ultimately, he threatened to tak
e us to court over the absences.
Soon she was embroiled in a battle with the local school district over Mark. It
got so heated that she pulled Mark out of public school entirely, and put him in
Montessori.
Dr. Claude personifies so much about The System that consistently drives parents a
nd teachers crazy! Dr. Claude was a bully. Rigid, heartless, unforgiving, and my
opic. So is The System.
Susan already knew her teachers were battling people like Dr. Claude, but this s
tory brought it front and center. She came to understand that what she is really
selling is weapons for winning the war against an impersonal machine.
She also discovered a huge need for ADHD solutions, both for parents and schoolt
eachers. In developing a suite of materials for ADHD, she realized that she coul
d simplify the work and habits of everyone not just kids with ADHD. This is turn
ing into an entirely new USP for StudySkills.com.
The following year Susan and her husband Brian joined Roundtable, and awhile aft
er that, Brian quit his job as a schoolteacher. Now both are free to pursue thei

r passions.
Every step of the way, they ve turned headaches, obstacles, bureaucrats and red ta
pe into selling opportunities, because every single one has refined their USP.
Every one of those ingredients were already there
but without an understanding t
hat each of them contributes raw material for a Breakthrough USP, they would nev
er realize the benefits.
Susan saw how she could take a tool that she s been giving students for years and
make it 10X more powerful by identifying the personal USP of the customer who us
es that tool.
Such is the evolution of a modern economic alchemist who started as a full time
school teacher with a part-time business on the side, and is now not only a seri
al entrepreneur but a prominent national leader in education reform.
When you can generate new USPs at will you have the ultimate alchemy power of th
e Serial Entrepreneur. This is what I m offering you. Put all you learn to work an
d it will transform your business and your life.
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You Can Continue to Overpay For Clicks, Slog It Out In Brutal Commodity Markets,
Dicker with Customers Over Price and Delivery, Lose Orders to Competitors and F
all Further Behind in the Rat Race.
But You Don t Have To Do That Anymore.
Here s Why
Dear Online Marketing Professional:
When I was a young pup, soon after I discovered the crack cocaine of direct mark
eting, I had high hopes that killer advertising techniques would transform my di
smal Network Marketing career into success.
If I could just write a few great ads, all I d have to do was stick money in the m
arketing gumball machine and get new customers out. Watch out world, you re about
to start comin my way.
One of my many experiments was:

Let me find some retail customers who will just b

uy this stuff every month and use it.

I sat down started writing an ad.

I forget what product it was for, some kind of household item I think, but I sat
there for hours trying to write an ad that was interesting.
Couldn t manage to do it. Nothing I came up with seemed to have any pizzazz.
Eventually I did turn out a sales letter. It got what I thought to be a dismal r
esponse, 1%.
I sent it in to one of my mentors for critique. He said, Nobody s lying awake at ni
ght worrying about any problem that this product solves. Considering that, Perry
, your 1% is pretty respectable.
Fast forward 15 years and you ve described the EXACT problem that most online busi
nesses have on Google: You can t write an exciting ad about a boring product. It s j
ust not possible unless you LIE.
The symptom of a boring product is, you spend hours trying to think of something
interesting to say and you can t come up with anything.
My products at the time belonged to somebody else, a big dumb company. Me-too pr
oducts, not all that different from anything at the grocery store. Because they
weren t mine, I had no power to make them more exciting.
I switched on my brain and started watching for something better, something more
interesting that I could sell.
At the time I was working at a high-tech company. Fast forward a few months, and
even though we were small and struggling; even though some of our products were
from other companies, we still had cool stuff of our own. I decided to start a
training course called DeviceNet Boot Camp which was unlike anything else that a
nyone had ever offered in our marketplace.
One night at about 11pm I sat down to write a sales letter. To my surprise, that
mailer almost wrote itself. We were offering about a dozen advantages that this
market had never seen before, all worthwhile, all interesting. All I had to do
was tell the story.
By 3am that night, that sales letter was smokin !
We printed it. Every time we mailed out that letter, we got $8 in registrations
for every $1 we spent on postage.
That particular product only added maybe 5-10% to our sales. It didn t carry the e
ntire success of our company. However it did radically reposition us and gave us
huge visibility. A major trade organization private labeled our course and sold
it to their members.
Most importantly, I discovered something that I have never, ever forgotten:
When you have a great Unique Selling Proposition, or USP, your ads almost write
themselves. Your messages slice through huge amounts of clutter in the marketpla
ce. You solve the Me Too problem in your war against competitors.
In MLM, I had no control of the product I was selling. I was living in a prison
of my own making, believing that I needed somebody else s Big Idea to make me succ
essful.
The second time around was different. I didn t own the company and had very few as

sets to work with. But with some creativity and resourcefulness, and a little co
operation from another company we knew, I could create a great USP.
Most Planet Perry customers are very much like I was then. You only have so much
to work with, you don t have lotsa cash to throw around, but you have flexibility
and you do have ideas. In all likelihood you have more control of your destiny
than I had in my Dilbert Cube job.
You probably do own your product, service, consulting firm, or intellectual prop
erty. If not all, at least part.
You also have the ability to easily source things from other people
in fact the
world may even be banging down your door trying to get you to sell their stuff t
o your audience. And . odds are, your products DO solve a problem that somebody is
lying awake at night trying to solve. I bet they re more interesting than what I
was trying to sell in MLM.
Odds are 10 to 1 that what you really lack is simply a great USP.
It s not that you sell the wrong product (though it might need to be changed a lit
tle bit). It s not that you re selling to the wrong people
you might already be knoc
king on all the right doors.
And the problem isn t you. You re just as good as anybody else who s trying to sell to
your customers, believe me.
No, the problem is that people do not understand the unique and special way that
YOUR company is going to help them rest peacefully at night.
Is Your Current USP Flaccid?
10 Warning Signs Of An Impotent Sales Story:
Flaccid USP Warning Sign #1. You pile on new features, freebies, and customers r
espond with more dissatisfaction. I had a customer who consulted in the transpor
tation industry, helping companies with safety violations become compliant befor
e the government came and slapped them with fines.
My customer, Dave, was extremely frustrated because even though 95% of his prosp
ects clearly and demonstrably were in peril of paying steep fines, he struggled
to get anyone to pay attention. He and his wife would somehow manage to get a fe
w $1,000 to $2,000 gigs every month and pay their bills. But maddeningly, the ha
rder he bent over backwards offering them fixes and advice, the more they would
pedal away from him.
He came to a 4-Man Intensive in a last act of desperation.
After about an hour, I saw that he already had a great USP, a great sales story,
and huge potential.
It was just BURIED. Nobody really understood why they needed to buy from him.
He couldn t see the forest for the trees. He didn t quite know how to express it. An
d the harder he tried to tell them about the nuances of his product offering and
the extent of his knowledge, the worse it got.
I asked to see his sales pages. He had a FAX he d been sending out and I looked it
over. You mind if I fix this?
Go right ahead,

he replied.

I re-wrote his fax. His old one had been about the laws companies were violating
and how he was going to work to get them back into compliance. The new one got
straight to the point. Just to give you an idea, here s the part we added at the e
nd:
P.S.: The worst possible outcome is if someone gets killed in an accident. If th
at happens and your machine shouldn t have been operational, you go to prison. Bla
ckburn Correctional Complex. Right beside Interstate 64. Ever been by there? You
can spend up to 3 years behind bars. You see the highway from a brand new persp
ective.
To date, the hammer has dropped on three operators. Kentucky is prosecuting comp
anies under Section 35. They re looking for their next victim. Is it you?
Dave blasted the fax.
15 minutes later, his wife Melissa calls him. She is MAD AS A HORNET. Why? Cuz t
he phone is ringing off the hook and prospective customers furious. They wanna k
now why they got this terrifying fax, what she knows that they don t.
Dave talks her off the ledge. We give her step by step instructions on how to ha
ndle these calls, and convert them into consultations.
Fast forward a few hours. It s dinner time and we re driving to the restaurant. Dave
gets a phone call from Melissa. She informs him that they got a phone call from
the Safety Commission in Kentucky, stating that they received complaints and wi
ll be conducting a thorough investigation of his consulting firm.
Dave s face is white as a sheet, like he s tumbled out of an airplane without a para
chute. He desperately needs brown pants because he looks like he s going to soil h
is jeans.
(And I have to admit, I m wondering if maybe I ve finally pushed things too far this
time.)
Next morning, I give Dave instructions: I want you to call Jeff Cramer s office at
the Safety Commission and request a personal appointment with him, right now.
He s never talked to this guy, but he leaves the room and complies. Gets on the ph
one, talks to the guy. Everything s OK for now, nobody s in big trouble. Jeff does w
arn him to never scare people like this again. (By the way, everything in that f
ax was true.)
The morning of Day 2, a paying client signs up with Melissa for a hefty sum of m
oney, funding the whole expedition.
A week later, he meets with Jeff. Jeff has been overwhelmed with educating manuf
acturers about the rules, so the state of Kentucky begins sending Dave clients.
With this new cooperation from the state of Kentucky, Dave s business has been BOO
MING ever since. His marketing problems are over. Now he s trying to deal with the
volume of new customers.
You might think this was the work of a clever copywriter. To a degree it is of c
ourse, but that s not what really happened. What I really did was simply uncover h
is true USP.
From that point forward, even an amateur copywriter could pull it off, no proble
m.

Dave s USP was there all along. Literally from day one. He just couldn t see it. And
the harder he tried to add better salesmanship to what he thought his USP was,
the deeper he dug the hole he was in.
Once we uncovered it and strengthened it with appropriate guarantees and conditi
ons, he ceased to have a sales problem. In fact the state of Kentucky began to s
end him customers so they wouldn t have to start putting people in jail.
His marketing problems went away. Now Dave had a capacity problem.
Flaccid USP Warning Sign #2: Customers can buy what you sell by the pound and kn
ow how much things should cost. This is deadly. The world is swirling around the c
ommoditization drain. If any person can reasonably and accurately compare what y
ou sell to offerings on Amazon (for physical products or information products) o
r Fiverr (for services), you are a dead man walking.
The Amazon Problem: People can buy Kindle books all day long for $9.99, sometime
s 99 cents and occasionally free. If they can buy yours, and that s the end of the
line, this is bad bad bad. If they can search a bunch of products and yours com
es up and they can directly compare yours to others, read the reviews and neatly
categorize you, then your throat is getting sliced as we speak.
The Fiverr Problem: Fiverr is a place where people do stuff for you for five buc
ks. If you re a buyer, it s fantastic
it s unbelievable what you can get done, by comp
etent professionals, for the price of one latte. Just in the last 2 months, I ve h
ad people successfully research conference rooms and furniture purchases; I ve fou
nd people who did transcriptions, graphic design, found obscure research papers
on botany, all for five bucks.
One lady I hired was a linguistics professor, an outstanding professional who ga
ve me extensive comments and corrections on an important document I was writing,
just by ordering multiple gigs. All of this was CHEAP.
Great for me. But if you re on the receiving end of the five bucks, Fiverr is the w
orld s hot new sweat shop for knowledge workers. A 21st century Brave New World ni
ghtmare.
Can you go on Fiverr and find someone doing almost the same thing you do, for fi
ve bucks? Are you swirling down the Fiverr drain? If you can, then don t say you h
aven t been warned.
THE one-word solution to this problem is:
USP.
USP is when you have a truly great answer to these questions:
Why should I
Why should I
Why should I
Why should I
What can you

read or listen to you?


believe what you have to say?
do anything about what you re offering?
act now?
guarantee me that nobody else can?

When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you have great answers to these questions, your ads are easy to write, your

traffic cost is cut in half, and you can even source your parts and labor from
Fiverr and Amazon and still make great margins.
Which way do you want it?
In 2014 , Will You Be a USP King
or a
Fiverr Slave?
In the 21st century, you will be proving your abilities for five bucks and hopin
g the person turns into a client. Or you ll be the USP Alchemist and King, the one
who doles out $5 jobs to eager supplicants.
You get to decide right now: Which one are you going to be?
If you haven t decisively chosen to be the alchemist, your decision is already mad
e.
Flaccid USP Warning Sign #3: Your customer is more in control of the transaction
that you are they demand terms, concessions, price and delivery.
Do people call you up or email you and say, I want this list of products, these s
ervices, these delivery dates and this list of quality assurances, and X is what
I ll pay ? If so, that s more nails in the coffin cuz it ain t going to get any better
.
The Internet is a serial killer you never know who it s going to take out next. If
mass availability of information or connections makes you redundant, then your
only savior is a killer USP.
Look at the price of ebooks over the last 10 years. In 2003-2005 it was commonpl
ace for authors to get $29 to $99 for a reputable ebook on a good topic. It s beco
me rare to command such prices today, as Kindle books have chewed up the margins
and spit them out.
People walk into retail stores with iPhone apps that do instant price comparison
s, based on UPC symbols and barcodes. Insiders call this showrooming
where physica
l stores only serve the purpose of demonstrating the product to online buyers. Y
oung adults under 30 think nothing of going into an electronics store, spending
an hour looking at all the LCD televisions, sampling the wares at the generous l
ocal owner s expense, then buying it online (with in-home delivery) for nineteen b
ucks of savings.
That s mass commoditization, baby. First the manufacturing jobs went overseas, the
n the retail service jobs got plundered by iPhone apps.
It s GREAT if you re a consumer.
It sucks when you re the producer.
Doing five dollar tasks on your computer may be more humane than dragging cement
blocks over stone rollers to build the Egyptian pyramids, but it s still brutal a
nd merciless.
Despite all this, the well of human desires is still bottomless. No sooner do th
ey can buy the LCD television at the lowest possible price, than they want somet
hing they CANNOT get at Best Buy or on Amazon. Humans always want something else
, and you can easily be the person they buy it from
but it s gotta be unique.
It is absolutely impossible for Amazon or anyone else to erase the unmet needs t

hat lurk in the hearts and minds of your customers. New opportunities are eterna
lly there. You just have to know how to find them and position them.
Flaccid USP Warning Sign #4: When it s almost impossible for you to rank on the 1s
t page of Google AdWords.
The #1 problem facing small advertisers is, big dumb money from big dumb compani
es. They drive the bids up and up and up.
It s actually a mistake to think of them as big and dumb because they are, after all
, bigger than you. But the point is, it s not that their products are better. It s j
ust that they have deeper pockets and can spend more money than you.
They can afford waste. You can t.
A killer USP cuts through the clutter like a diamond-tipped saw blade. But if yo
u don t have it, forget it.
Flaccid USP Warning Sign #5: You re constantly in head-to-head battles with compet
itors. You know who they are, they know who you are, and every major customer ch
ooses either you or them. You re always keeping score.
When I created DeviceNet Boot Camp, my company was in a dogfight with a firm cal
led SST. They were larger and prouder, and had a 2-year head start in the market
place.
Then we rolled out DeviceNet Boot Camp. They could have done it too, they had mo
re staff and equipment than we had but we were first. They didn t see it coming. Th
en when the trade organization licensed our class they were HACKED OFF. They thre
w a fit.
But there was nothing they could do about it, and we walked all over them. Then
we rolled this into back end offers and co-sponsorship opportunities with other
companies.
We sharpened our other USPs, too. We focused on machine builders in places like
Detroit and Silicon Valley, where our product had a decisive advantage over thei
rs in a non-obvious area. Three years later we had rolled that same advantage in
to a chip, which itself was a brand new, category-breaker USP. We sold our compa
ny for $18 million.
Much of the time, you create a better USP by taking what you already have and ta
ke for granted and putting it together in a new, exciting way. The other way we
do that is by completely redefining what problem you re trying to solve, and posit
ioning the product as though it never existed before.
Often this requires little or no modification to the original product
just a cha
nge in your messaging. Many times different groups of people will now be buying
the same product from you for very different reasons, taking no notice of each o
ther, and perhaps even paying very different prices.
Flaccid USP Warning Sign #6: Look-alike ads running down the right side of Googl
e. This is good for you because it s a sure sign of an industry ripe for the wreck
ing ball. Here s an example:
Flaccid USP Warning Sign 6 USP Breakthrough
In a market like this with me-too, mediocre messages (most markets are like this
, by the way), a host of mediocre advertisers are begging to get their heads han
ded to them.

The value of a Breakthrough USP easily exceeds the present value of your entire
company. A service company that does $1 million per year in sales probably has a
n equity value of $500,000 to $1 million. One breakthrough USP can add hundreds
of thousands to over a million dollars of value and drive six-figure impact to t
he bottom line.
Flaccid USP Warning Sign #7: You re frustrated because all kinds of people who shou
ld buy from you are shrugging their shoulders and shuffling along to the next guy
, or doing nothing. That s precisely the problem all those marriage counselors abo
ve struggle with. They probably can t throw a paper airplane in a shopping mall an
d not hit somebody who has horrible marriage.
But are any of those people paying attention?
Nope.
They re not gonna, either, until someone hits them where they live. And a string o
f letters behind the professional s name, like LCSW or MS, ain t gonna do a lick of
good.
One of the most exciting benefits of a Breakthrough USP is that advertising medi
a that used to not work for you, suddenly pulls like gangbusters. A lot of peopl
e can get affiliate offers to work, but can t get Google ads to work. They get tra
ction with Google ads but not banners. Banner ads work but solo emails bomb.
Relentless testing of Google ads and landing pages with a lame USP is just polis
hing turds. Most of the time it s your USP that s to blame. And it s what I always sta
rt with. People come to 4-Man Intensives and sometimes they think I m going to wav
e a magic wand over their Google account and make everything perfect.
Well sometimes I can do that, but when I do that it s not magic. The real magic is
after an hour or two of reverse-engineering their offering and their customers w
ants, needs and desires
we ve completely repositioned the entire product to be imm
ensely more appealing.
Richard Jacobs is a consultant who generates leads for attorneys, in some of the
most expensive keyword categories on the internet. When he came to 4-Man, he co
mplained that a lot of his clients treated him badly even though he was putting
money in their pockets.
I showed him that by repositioning (1) his basic product offering in order to se
ll results instead selling procedures, and (2) increasing his visibility in the
marketplace, he could exponentially transform his experience as a consultant.
That, combined with a twist that he tells me about on an upcoming Renaissance Cl
ub CD, completely shifted his entire experience as a consultant.
Suddenly it s impossible to compare him to any other lead generator, any online ad
vertising opportunity, any sales rep, because he is utterly singular and unique.
Best of all, the complete combination is very hard to knock off and systematize
the way he has.
His income spiked and he literally moved almost 100 clients to the back burner.
He s not fighting the current anymore.
Why A Great USP is Harder Than It Sounds
Everybody who allegedly knows anything about marketing is supposed to know what
USP is and have a good one. My experience is: Most people s USP is little more tha

n a slogan and most do not have a good one. Most are mediocre at best and this i
s sad because this costs you a LOT of money. It s the difference between eating st
eak and eating Ramen soup, between being #1 or #5, between owning a 2nd home in
Tucson vs. struggling to pay your mortgage.
Yet I see thousands of sharp, capable, dedicated business owners limping along w
ith inadequate USPs. Even the above-average USP is like a dull razor blade
it le
aves stubble behind, and nicks and cuts as well.
A while back, unbeknownst to me, Bryan Todd decided to do something about this.
He sat down and, based on his conversations with hundreds of clients who d schedul
ed 1-on-1 consultations and taken the Bobsled Run coaching program for AdWords,
created an entire system for building Breakthrough USPs.
This accidentally came up in a Roundtable meeting. Aussie Roundtable member, Brad
Walker was having his hot seat when Bryan put his finger on a lack of clarity in
one of Brad s product offerings.
Bryan opened his computer, found some notes and began grilling Brad. One step at
a time, he led Brad through an entire sequence of questions, insisting that Bra
d arrive at an answer before he took the next step.
After about 30 minutes, Brad said, I can go up to my hotel room and write this up
, and the sales page will practically write itself!
BINGO. Precisely. That s what happens. A dull tip had been filed to a sharp point
and suddenly it made impact on everything it touched.
That s what happens, my friend.
Matt Gillogly was there, and said,

We ve GOT to offer this. This is just too good!

So that s what we re doing. Here s the plan:


We re offering recordings of two in-depth webinars. During those recordings we wil
l walk you through an exquisitely elegant system for building killer USPs, unear
thing the hidden story behind your product, behind your customers aches, pains an
d aspirations.
USP Breakthrough Program $499
small ordernow USP BreakthroughUSP Breakthrough Platinum
$1499
small ordernow USP Breakthrough
USP Breakthrough $499 - Includes two powerful webinars on crafting your USP, as
well as accompanying mp3s, slides, and transcripts for the sessions. Also includ
es the full question resource guide, USP marketing checklist, and idea generator
.
USP Breakthrough Platinum
$1499
Includes everything that comes in the Basic pack
age, PLUS a 60 Minute Bare Knuckle USP Breakthrough Session with Bryan Todd. At
then end of this session you and Bryan will have honed a USP sharp enough to sli
ce through any challenge your business faces
USP Breakthrough Ninja Dojo - Sold Out
Every single person will achieve a breakthrough
ing you five things.

I guarantee it. In fact I m promis

If you fill in the worksheets and go through the process, then I guarantee that
by the end of the second course you will have:

A new dimension of value that you never realized you had, which you can immediat
ely offer to your customers, and which will instantly boost not only response bu
t the quality of your buyers
You will be offering a performance guarantee in your marketplace that none of yo
ur competitors can give
You will be able to apply this same thinking process to your free offers (everyt
hing you use to generate leads, not just sales) and experience a similar spike i
n results
You won t have to bury an ice pick in your head to pull this off. You ll find this e
asy and straightforward, delightfully simple, and effective
I guarantee all four of these benefits or your money back. If you want to invoke
the guarantee, all you need to do is open a support ticket and explain why you
weren t able to achieve any one of these specific results and you ll get a courteous
refund.
In 27 years of running an auto shop I ve never had a USP. I ve lost business in the p
ast because I couldn t give a simple answer to people who asked Why should I go wit
h you rather than somebody else?
I bought your Ultimate Guide to Google AdWords, and I learned via one of its bon
uses just what a USP can be. I live in Salt Lake City, Utah, and we get plenty o
f snow every year. So I decided I was going to concentrate my efforts and put th
is whole model to work in my lifelong snow removal business.
I bought a new salt spreader. And I started running AdWords. At first everything
was between $2.50-3.50/click. Expensive, poor CTRs, and none of my visitors wer
e spending much time on my site.
But after applying the USP principles and the other key elements of the Ultimate
Guide, my CPCs dropping like a rock. All of a sudden my clicks were down around
$0.55 per click, and my ads started showing far more.
I went on and bought your full USP course. I now have a clear and thorough answe
r on several fronts to why you should have your snow removal done with us
includ
ing my unique 48-hour ice-free guarantee. We re the only ice removal company in th
e area that provides that in writing!
Best part is, this method works for all of my businesses.
Gary Madsen
MadsenSnowRemoval.com
Salt Lake City, UT
The Evolution of Modern Economic Alchemist
Let me close with a story. Four years ago, a woman named Susan Kruger applied fo
r Bobsled Run, but her app was rejected because her sales weren t high enough. She
agreed to take our AdWords coaching course if she waived the guarantee. She was
attracted by my promise that she could Dominate her market
be the alpha warrior
f she mastered what I taught her.
She started out by aggressively advertising and optimizing, as we teach Google a
dvertisers to do. Her business caught fire and pretty soon the book sales were r
olling in.
A year later she began her 2nd Bobsled Run and signed up for a 4-Man Intensive.
The day before she came to the Intensive had been the last day of her job as a s
choolteacher, and she was now full time selling her Study Skills curriculum.
This is when her USP began to shift

because

Study Skills was really just the surfa

ce-level benefit. As we peeled a few layers off the onion, we began to see that
what her schoolteacher customers really wanted from her was an advocate in the w
ar against the machine.
Why?
Because the Rapacious Beast was trying to consume Susan s own children.
Susan took her son Mark with her to my seminar in Maui. In the warm sun, and the
gorgeous foliage, and the entrepreneurial environment, Mark was flourishing. It
was one of the most fun times Mark ever had with his mom.
Susan tells the story like this: I called home multiple times, telling my husband
, I have my Mark back! It was fantastic! Since we ve been home, Mark has volunteered t
o help me with all sorts of things in the office; he s been sending faxes, sorting
papers, and even designed a logo for a new project I am developing.
But, the combined total of absences did not sit well with Mark s principal, Dr. Cla
ude. He berated us for our decisions and accused us of educational neglect. He als
o claimed we had been uncooperative in not providing requested medical documentati
on. My husband and I nearly jumped out of our chairs What request!? we demanded. You ve
never requested anything! You haven t even responded to a single email we have se
nt to you! He quickly dropped that argument, but ultimately, he threatened to tak
e us to court over the absences.
Soon she was embroiled in a battle with the local school district over Mark. It
got so heated that she pulled Mark out of public school entirely, and put him in
Montessori.
Dr. Claude personifies so much about The System that consistently drives parents a
nd teachers crazy! Dr. Claude was a bully. Rigid, heartless, unforgiving, and my
opic. So is The System.
Susan already knew her teachers were battling people like Dr. Claude, but this s
tory brought it front and center. She came to understand that what she is really
selling is weapons for winning the war against an impersonal machine.
She also discovered a huge need for ADHD solutions, both for parents and schoolt
eachers. In developing a suite of materials for ADHD, she realized that she coul
d simplify the work and habits of everyone not just kids with ADHD. This is turn
ing into an entirely new USP for StudySkills.com.
The following year Susan and her husband Brian joined Roundtable, and awhile aft
er that, Brian quit his job as a schoolteacher. Now both are free to pursue thei
r passions.
Every step of the way, they ve turned headaches, obstacles, bureaucrats and red ta
pe into selling opportunities, because every single one has refined their USP.
Every one of those ingredients were already there
but without an understanding t
hat each of them contributes raw material for a Breakthrough USP, they would nev
er realize the benefits.
Susan saw how she could take a tool that she s been giving students for years and
make it 10X more powerful by identifying the personal USP of the customer who us
es that tool.
Such is the evolution of a modern economic alchemist who started as a full time
school teacher with a part-time business on the side, and is now not only a seri
al entrepreneur but a prominent national leader in education reform.

When you can generate new USPs at will you have the ultimate alchemy power of th
e Serial Entrepreneur. This is what I m offering you. Put all you learn to work an
d it will transform your business and your life.
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You Can Continue to Overpay For Clicks, Slog It Out In Brutal Commodity Markets,
Dicker with Customers Over Price and Delivery, Lose Orders to Competitors and F
all Further Behind in the Rat Race.
But You Don t Have To Do That Anymore.
Here s Why
Dear Online Marketing Professional:
When I was a young pup, soon after I discovered the crack cocaine of direct mark
eting, I had high hopes that killer advertising techniques would transform my di
smal Network Marketing career into success.
If I could just write a few great ads, all I d have to do was stick money in the m
arketing gumball machine and get new customers out. Watch out world, you re about
to start comin my way.
One of my many experiments was: Let me find some retail customers who will just b
uy this stuff every month and use it. I sat down started writing an ad.
I forget what product it was for, some kind of household item I think, but I sat
there for hours trying to write an ad that was interesting.
Couldn t manage to do it. Nothing I came up with seemed to have any pizzazz.
Eventually I did turn out a sales letter. It got what I thought to be a dismal r
esponse, 1%.
I sent it in to one of my mentors for critique. He said, Nobody s lying awake at ni
ght worrying about any problem that this product solves. Considering that, Perry
, your 1% is pretty respectable.
Fast forward 15 years and you ve described the EXACT problem that most online busi
nesses have on Google: You can t write an exciting ad about a boring product. It s j

ust not possible unless you LIE.


The symptom of a boring product is, you spend hours trying to think of something
interesting to say and you can t come up with anything.
My products at the time belonged to somebody else, a big dumb company. Me-too pr
oducts, not all that different from anything at the grocery store. Because they
weren t mine, I had no power to make them more exciting.
I switched on my brain and started watching for something better, something more
interesting that I could sell.
At the time I was working at a high-tech company. Fast forward a few months, and
even though we were small and struggling; even though some of our products were
from other companies, we still had cool stuff of our own. I decided to start a
training course called DeviceNet Boot Camp which was unlike anything else that a
nyone had ever offered in our marketplace.
One night at about 11pm I sat down to write a sales letter. To my surprise, that
mailer almost wrote itself. We were offering about a dozen advantages that this
market had never seen before, all worthwhile, all interesting. All I had to do
was tell the story.
By 3am that night, that sales letter was smokin !
We printed it. Every time we mailed out that letter, we got $8 in registrations
for every $1 we spent on postage.
That particular product only added maybe 5-10% to our sales. It didn t carry the e
ntire success of our company. However it did radically reposition us and gave us
huge visibility. A major trade organization private labeled our course and sold
it to their members.
Most importantly, I discovered something that I have never, ever forgotten:
When you have a great Unique Selling Proposition, or USP, your ads almost write
themselves. Your messages slice through huge amounts of clutter in the marketpla
ce. You solve the Me Too problem in your war against competitors.
In MLM, I had no control of the product I was selling. I was living in a prison
of my own making, believing that I needed somebody else s Big Idea to make me succ
essful.
The second time around was different. I didn t own the company and had very few as
sets to work with. But with some creativity and resourcefulness, and a little co
operation from another company we knew, I could create a great USP.
Most Planet Perry customers are very much like I was then. You only have so much
to work with, you don t have lotsa cash to throw around, but you have flexibility
and you do have ideas. In all likelihood you have more control of your destiny
than I had in my Dilbert Cube job.
You probably do own your product, service, consulting firm, or intellectual prop
erty. If not all, at least part.
You also have the ability to easily source things from other people
in fact the
world may even be banging down your door trying to get you to sell their stuff t
o your audience. And . odds are, your products DO solve a problem that somebody is
lying awake at night trying to solve. I bet they re more interesting than what I
was trying to sell in MLM.

Odds are 10 to 1 that what you really lack is simply a great USP.
It s not that you sell the wrong product (though it might need to be changed a lit
tle bit). It s not that you re selling to the wrong people
you might already be knoc
king on all the right doors.
And the problem isn t you. You re just as good as anybody else who s trying to sell to
your customers, believe me.
No, the problem is that people do not understand the unique and special way that
YOUR company is going to help them rest peacefully at night.
Is Your Current USP Flaccid?
10 Warning Signs Of An Impotent Sales Story:
Flaccid USP Warning Sign #1. You pile on new features, freebies, and customers r
espond with more dissatisfaction. I had a customer who consulted in the transpor
tation industry, helping companies with safety violations become compliant befor
e the government came and slapped them with fines.
My customer, Dave, was extremely frustrated because even though 95% of his prosp
ects clearly and demonstrably were in peril of paying steep fines, he struggled
to get anyone to pay attention. He and his wife would somehow manage to get a fe
w $1,000 to $2,000 gigs every month and pay their bills. But maddeningly, the ha
rder he bent over backwards offering them fixes and advice, the more they would
pedal away from him.
He came to a 4-Man Intensive in a last act of desperation.
After about an hour, I saw that he already had a great USP, a great sales story,
and huge potential.
It was just BURIED. Nobody really understood why they needed to buy from him.
He couldn t see the forest for the trees. He didn t quite know how to express it. An
d the harder he tried to tell them about the nuances of his product offering and
the extent of his knowledge, the worse it got.
I asked to see his sales pages. He had a FAX he d been sending out and I looked it
over. You mind if I fix this?
Go right ahead,

he replied.

I re-wrote his fax. His old one had been about the laws companies were violating
and how he was going to work to get them back into compliance. The new one got
straight to the point. Just to give you an idea, here s the part we added at the e
nd:
P.S.: The worst possible outcome is if someone gets killed in an accident. If th
at happens and your machine shouldn t have been operational, you go to prison. Bla
ckburn Correctional Complex. Right beside Interstate 64. Ever been by there? You
can spend up to 3 years behind bars. You see the highway from a brand new persp
ective.
To date, the hammer has dropped on three operators. Kentucky is prosecuting comp
anies under Section 35. They re looking for their next victim. Is it you?
Dave blasted the fax.

15 minutes later, his wife Melissa calls him. She is MAD AS A HORNET. Why? Cuz t
he phone is ringing off the hook and prospective customers furious. They wanna k
now why they got this terrifying fax, what she knows that they don t.
Dave talks her off the ledge. We give her step by step instructions on how to ha
ndle these calls, and convert them into consultations.
Fast forward a few hours. It s dinner time and we re driving to the restaurant. Dave
gets a phone call from Melissa. She informs him that they got a phone call from
the Safety Commission in Kentucky, stating that they received complaints and wi
ll be conducting a thorough investigation of his consulting firm.
Dave s face is white as a sheet, like he s tumbled out of an airplane without a para
chute. He desperately needs brown pants because he looks like he s going to soil h
is jeans.
(And I have to admit, I m wondering if maybe I ve finally pushed things too far this
time.)
Next morning, I give Dave instructions: I want you to call Jeff Cramer s office at
the Safety Commission and request a personal appointment with him, right now.
He s never talked to this guy, but he leaves the room and complies. Gets on the ph
one, talks to the guy. Everything s OK for now, nobody s in big trouble. Jeff does w
arn him to never scare people like this again. (By the way, everything in that f
ax was true.)
The morning of Day 2, a paying client signs up with Melissa for a hefty sum of m
oney, funding the whole expedition.
A week later, he meets with Jeff. Jeff has been overwhelmed with educating manuf
acturers about the rules, so the state of Kentucky begins sending Dave clients.
With this new cooperation from the state of Kentucky, Dave s business has been BOO
MING ever since. His marketing problems are over. Now he s trying to deal with the
volume of new customers.
You might think this was the work of a clever copywriter. To a degree it is of c
ourse, but that s not what really happened. What I really did was simply uncover h
is true USP.
From that point forward, even an amateur copywriter could pull it off, no proble
m.
Dave s USP was there all along. Literally from day one. He just couldn t see it. And
the harder he tried to add better salesmanship to what he thought his USP was,
the deeper he dug the hole he was in.
Once we uncovered it and strengthened it with appropriate guarantees and conditi
ons, he ceased to have a sales problem. In fact the state of Kentucky began to s
end him customers so they wouldn t have to start putting people in jail.
His marketing problems went away. Now Dave had a capacity problem.
Flaccid USP Warning Sign #2: Customers can buy what you sell by the pound and kn
ow how much things should cost. This is deadly. The world is swirling around the c
ommoditization drain. If any person can reasonably and accurately compare what y
ou sell to offerings on Amazon (for physical products or information products) o
r Fiverr (for services), you are a dead man walking.

The Amazon Problem: People can buy Kindle books all day long for $9.99, sometime
s 99 cents and occasionally free. If they can buy yours, and that s the end of the
line, this is bad bad bad. If they can search a bunch of products and yours com
es up and they can directly compare yours to others, read the reviews and neatly
categorize you, then your throat is getting sliced as we speak.
The Fiverr Problem: Fiverr is a place where people do stuff for you for five buc
ks. If you re a buyer, it s fantastic
it s unbelievable what you can get done, by comp
etent professionals, for the price of one latte. Just in the last 2 months, I ve h
ad people successfully research conference rooms and furniture purchases; I ve fou
nd people who did transcriptions, graphic design, found obscure research papers
on botany, all for five bucks.
One lady I hired was a linguistics professor, an outstanding professional who ga
ve me extensive comments and corrections on an important document I was writing,
just by ordering multiple gigs. All of this was CHEAP.
Great for me. But if you re on the receiving end of the five bucks, Fiverr is the w
orld s hot new sweat shop for knowledge workers. A 21st century Brave New World ni
ghtmare.
Can you go on Fiverr and find someone doing almost the same thing you do, for fi
ve bucks? Are you swirling down the Fiverr drain? If you can, then don t say you h
aven t been warned.
THE one-word solution to this problem is:
USP.
USP is when you have a truly great answer to these questions:
Why should I
Why should I
Why should I
Why should I
What can you

read or listen to you?


believe what you have to say?
do anything about what you re offering?
act now?
guarantee me that nobody else can?

When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you have great answers to these questions, your ads are easy to write, your
traffic cost is cut in half, and you can even source your parts and labor from
Fiverr and Amazon and still make great margins.
Which way do you want it?
In 2014 , Will You Be a USP King
or a
Fiverr Slave?
In the 21st century, you will be proving your abilities for five bucks and hopin
g the person turns into a client. Or you ll be the USP Alchemist and King, the one
who doles out $5 jobs to eager supplicants.
You get to decide right now: Which one are you going to be?
If you haven t decisively chosen to be the alchemist, your decision is already mad

e.
Flaccid USP Warning Sign #3: Your customer is more in control of the transaction
that you are
they demand terms, concessions, price and delivery.
Do people call you up or email you and say, I want this list of products, these s
ervices, these delivery dates and this list of quality assurances, and X is what
I ll pay ? If so, that s more nails in the coffin cuz it ain t going to get any better
.
The Internet is a serial killer you never know who it s going to take out next. If
mass availability of information or connections makes you redundant, then your
only savior is a killer USP.
Look at the price of ebooks over the last 10 years. In 2003-2005 it was commonpl
ace for authors to get $29 to $99 for a reputable ebook on a good topic. It s beco
me rare to command such prices today, as Kindle books have chewed up the margins
and spit them out.
People walk into retail stores with iPhone apps that do instant price comparison
s, based on UPC symbols and barcodes. Insiders call this showrooming
where physica
l stores only serve the purpose of demonstrating the product to online buyers. Y
oung adults under 30 think nothing of going into an electronics store, spending
an hour looking at all the LCD televisions, sampling the wares at the generous l
ocal owner s expense, then buying it online (with in-home delivery) for nineteen b
ucks of savings.
That s mass commoditization, baby. First the manufacturing jobs went overseas, the
n the retail service jobs got plundered by iPhone apps.
It s GREAT if you re a consumer.
It sucks when you re the producer.
Doing five dollar tasks on your computer may be more humane than dragging cement
blocks over stone rollers to build the Egyptian pyramids, but it s still brutal a
nd merciless.
Despite all this, the well of human desires is still bottomless. No sooner do th
ey can buy the LCD television at the lowest possible price, than they want somet
hing they CANNOT get at Best Buy or on Amazon. Humans always want something else
, and you can easily be the person they buy it from
but it s gotta be unique.
It is absolutely impossible for Amazon or anyone else to erase the unmet needs t
hat lurk in the hearts and minds of your customers. New opportunities are eterna
lly there. You just have to know how to find them and position them.
Flaccid USP Warning Sign #4: When it s almost impossible for you to rank on the 1s
t page of Google AdWords.
The #1 problem facing small advertisers is, big dumb money from big dumb compani
es. They drive the bids up and up and up.
It s actually a mistake to think of them as big and dumb because they are, after all
, bigger than you. But the point is, it s not that their products are better. It s j
ust that they have deeper pockets and can spend more money than you.
They can afford waste. You can t.
A killer USP cuts through the clutter like a diamond-tipped saw blade. But if yo

u don t have it, forget it.


Flaccid USP Warning Sign #5: You re constantly in head-to-head battles with compet
itors. You know who they are, they know who you are, and every major customer ch
ooses either you or them. You re always keeping score.
When I created DeviceNet Boot Camp, my company was in a dogfight with a firm cal
led SST. They were larger and prouder, and had a 2-year head start in the market
place.
Then we rolled out DeviceNet Boot Camp. They could have done it too, they had mo
re staff and equipment than we had but we were first. They didn t see it coming. Th
en when the trade organization licensed our class they were HACKED OFF. They thre
w a fit.
But there was nothing they could do about it, and we walked all over them. Then
we rolled this into back end offers and co-sponsorship opportunities with other
companies.
We sharpened our other USPs, too. We focused on machine builders in places like
Detroit and Silicon Valley, where our product had a decisive advantage over thei
rs in a non-obvious area. Three years later we had rolled that same advantage in
to a chip, which itself was a brand new, category-breaker USP. We sold our compa
ny for $18 million.
Much of the time, you create a better USP by taking what you already have and ta
ke for granted and putting it together in a new, exciting way. The other way we
do that is by completely redefining what problem you re trying to solve, and posit
ioning the product as though it never existed before.
Often this requires little or no modification to the original product
just a cha
nge in your messaging. Many times different groups of people will now be buying
the same product from you for very different reasons, taking no notice of each o
ther, and perhaps even paying very different prices.
Flaccid USP Warning Sign #6: Look-alike ads running down the right side of Googl
e. This is good for you because it s a sure sign of an industry ripe for the wreck
ing ball. Here s an example:
Flaccid USP Warning Sign 6 USP Breakthrough
In a market like this with me-too, mediocre messages (most markets are like this
, by the way), a host of mediocre advertisers are begging to get their heads han
ded to them.
The value of a Breakthrough USP easily exceeds the present value of your entire
company. A service company that does $1 million per year in sales probably has a
n equity value of $500,000 to $1 million. One breakthrough USP can add hundreds
of thousands to over a million dollars of value and drive six-figure impact to t
he bottom line.
Flaccid USP Warning Sign #7: You re frustrated because all kinds of people who shou
ld buy from you are shrugging their shoulders and shuffling along to the next guy
, or doing nothing. That s precisely the problem all those marriage counselors abo
ve struggle with. They probably can t throw a paper airplane in a shopping mall an
d not hit somebody who has horrible marriage.
But are any of those people paying attention?
Nope.

They re not gonna, either, until someone hits them where they live. And a string o
f letters behind the professional s name, like LCSW or MS, ain t gonna do a lick of
good.
One of the most exciting benefits of a Breakthrough USP is that advertising medi
a that used to not work for you, suddenly pulls like gangbusters. A lot of peopl
e can get affiliate offers to work, but can t get Google ads to work. They get tra
ction with Google ads but not banners. Banner ads work but solo emails bomb.
Relentless testing of Google ads and landing pages with a lame USP is just polis
hing turds. Most of the time it s your USP that s to blame. And it s what I always sta
rt with. People come to 4-Man Intensives and sometimes they think I m going to wav
e a magic wand over their Google account and make everything perfect.
Well sometimes I can do that, but when I do that it s not magic. The real magic is
after an hour or two of reverse-engineering their offering and their customers w
ants, needs and desires
we ve completely repositioned the entire product to be imm
ensely more appealing.
Richard Jacobs is a consultant who generates leads for attorneys, in some of the
most expensive keyword categories on the internet. When he came to 4-Man, he co
mplained that a lot of his clients treated him badly even though he was putting
money in their pockets.
I showed him that by repositioning (1) his basic product offering in order to se
ll results instead selling procedures, and (2) increasing his visibility in the
marketplace, he could exponentially transform his experience as a consultant.
That, combined with a twist that he tells me about on an upcoming Renaissance Cl
ub CD, completely shifted his entire experience as a consultant.
Suddenly it s impossible to compare him to any other lead generator, any online ad
vertising opportunity, any sales rep, because he is utterly singular and unique.
Best of all, the complete combination is very hard to knock off and systematize
the way he has.
His income spiked and he literally moved almost 100 clients to the back burner.
He s not fighting the current anymore.
Why A Great USP is Harder Than It Sounds
Everybody who allegedly knows anything about marketing is supposed to know what
USP is and have a good one. My experience is: Most people s USP is little more tha
n a slogan and most do not have a good one. Most are mediocre at best and this i
s sad because this costs you a LOT of money. It s the difference between eating st
eak and eating Ramen soup, between being #1 or #5, between owning a 2nd home in
Tucson vs. struggling to pay your mortgage.
Yet I see thousands of sharp, capable, dedicated business owners limping along w
ith inadequate USPs. Even the above-average USP is like a dull razor blade
it le
aves stubble behind, and nicks and cuts as well.
A while back, unbeknownst to me, Bryan Todd decided to do something about this.
He sat down and, based on his conversations with hundreds of clients who d schedul
ed 1-on-1 consultations and taken the Bobsled Run coaching program for AdWords,
created an entire system for building Breakthrough USPs.
This accidentally came up in a Roundtable meeting. Aussie Roundtable member, Brad
Walker was having his hot seat when Bryan put his finger on a lack of clarity in

one of Brad s product offerings.


Bryan opened his computer, found some notes and began grilling Brad. One step at
a time, he led Brad through an entire sequence of questions, insisting that Bra
d arrive at an answer before he took the next step.
After about 30 minutes, Brad said, I can go up to my hotel room and write this up
, and the sales page will practically write itself!
BINGO. Precisely. That s what happens. A dull tip had been filed to a sharp point
and suddenly it made impact on everything it touched.
That s what happens, my friend.
Matt Gillogly was there, and said,

We ve GOT to offer this. This is just too good!

So that s what we re doing. Here s the plan:


We re offering recordings of two in-depth webinars. During those recordings we wil
l walk you through an exquisitely elegant system for building killer USPs, unear
thing the hidden story behind your product, behind your customers aches, pains an
d aspirations.
USP Breakthrough Program $499
small ordernow USP BreakthroughUSP Breakthrough Platinum
$1499
small ordernow USP Breakthrough
USP Breakthrough $499 - Includes two powerful webinars on crafting your USP, as
well as accompanying mp3s, slides, and transcripts for the sessions. Also includ
es the full question resource guide, USP marketing checklist, and idea generator
.
USP Breakthrough Platinum
$1499
Includes everything that comes in the Basic pack
age, PLUS a 60 Minute Bare Knuckle USP Breakthrough Session with Bryan Todd. At
then end of this session you and Bryan will have honed a USP sharp enough to sli
ce through any challenge your business faces
USP Breakthrough Ninja Dojo - Sold Out
Every single person will achieve a breakthrough
ing you five things.

I guarantee it. In fact I m promis

If you fill in the worksheets and go through the process, then I guarantee that
by the end of the second course you will have:
A new dimension of value that you never realized you had, which you can immediat
ely offer to your customers, and which will instantly boost not only response bu
t the quality of your buyers
You will be offering a performance guarantee in your marketplace that none of yo
ur competitors can give
You will be able to apply this same thinking process to your free offers (everyt
hing you use to generate leads, not just sales) and experience a similar spike i
n results
You won t have to bury an ice pick in your head to pull this off. You ll find this e
asy and straightforward, delightfully simple, and effective
I guarantee all four of these benefits or your money back. If you want to invoke
the guarantee, all you need to do is open a support ticket and explain why you
weren t able to achieve any one of these specific results and you ll get a courteous
refund.
In 27 years of running an auto shop I ve never had a USP. I ve lost business in the p

ast because I couldn t give a simple answer to people who asked


h you rather than somebody else?

Why should I go wit

I bought your Ultimate Guide to Google AdWords, and I learned via one of its bon
uses just what a USP can be. I live in Salt Lake City, Utah, and we get plenty o
f snow every year. So I decided I was going to concentrate my efforts and put th
is whole model to work in my lifelong snow removal business.
I bought a new salt spreader. And I started running AdWords. At first everything
was between $2.50-3.50/click. Expensive, poor CTRs, and none of my visitors wer
e spending much time on my site.
But after applying the USP principles and the other key elements of the Ultimate
Guide, my CPCs dropping like a rock. All of a sudden my clicks were down around
$0.55 per click, and my ads started showing far more.
I went on and bought your full USP course. I now have a clear and thorough answe
r on several fronts to why you should have your snow removal done with us
includ
ing my unique 48-hour ice-free guarantee. We re the only ice removal company in th
e area that provides that in writing!
Best part is, this method works for all of my businesses.
Gary Madsen
MadsenSnowRemoval.com
Salt Lake City, UT
The Evolution of Modern Economic Alchemist
Let me close with a story. Four years ago, a woman named Susan Kruger applied fo
r Bobsled Run, but her app was rejected because her sales weren t high enough. She
agreed to take our AdWords coaching course if she waived the guarantee. She was
attracted by my promise that she could Dominate her market
be the alpha warrior
f she mastered what I taught her.

She started out by aggressively advertising and optimizing, as we teach Google a


dvertisers to do. Her business caught fire and pretty soon the book sales were r
olling in.
A year later she began her 2nd Bobsled Run and signed up for a 4-Man Intensive.
The day before she came to the Intensive had been the last day of her job as a s
choolteacher, and she was now full time selling her Study Skills curriculum.
This is when her USP began to shift
because Study Skills was really just the surfa
ce-level benefit. As we peeled a few layers off the onion, we began to see that
what her schoolteacher customers really wanted from her was an advocate in the w
ar against the machine.
Why?
Because the Rapacious Beast was trying to consume Susan s own children.
Susan took her son Mark with her to my seminar in Maui. In the warm sun, and the
gorgeous foliage, and the entrepreneurial environment, Mark was flourishing. It
was one of the most fun times Mark ever had with his mom.
Susan tells the story like this: I called home multiple times, telling my husband
, I have my Mark back! It was fantastic! Since we ve been home, Mark has volunteered t
o help me with all sorts of things in the office; he s been sending faxes, sorting
papers, and even designed a logo for a new project I am developing.

But, the combined total of absences did not sit well with Mark s principal, Dr. Cla
ude. He berated us for our decisions and accused us of educational neglect. He als
o claimed we had been uncooperative in not providing requested medical documentati
on. My husband and I nearly jumped out of our chairs What request!? we demanded. You ve
never requested anything! You haven t even responded to a single email we have se
nt to you! He quickly dropped that argument, but ultimately, he threatened to tak
e us to court over the absences.
Soon she was embroiled in a battle with the local school district over Mark. It
got so heated that she pulled Mark out of public school entirely, and put him in
Montessori.
Dr. Claude personifies so much about The System that consistently drives parents a
nd teachers crazy! Dr. Claude was a bully. Rigid, heartless, unforgiving, and my
opic. So is The System.
Susan already knew her teachers were battling people like Dr. Claude, but this s
tory brought it front and center. She came to understand that what she is really
selling is weapons for winning the war against an impersonal machine.
She also discovered a huge need for ADHD solutions, both for parents and schoolt
eachers. In developing a suite of materials for ADHD, she realized that she coul
d simplify the work and habits of everyone not just kids with ADHD. This is turn
ing into an entirely new USP for StudySkills.com.
The following year Susan and her husband Brian joined Roundtable, and awhile aft
er that, Brian quit his job as a schoolteacher. Now both are free to pursue thei
r passions.
Every step of the way, they ve turned headaches, obstacles, bureaucrats and red ta
pe into selling opportunities, because every single one has refined their USP.
Every one of those ingredients were already there
but without an understanding t
hat each of them contributes raw material for a Breakthrough USP, they would nev
er realize the benefits.
Susan saw how she could take a tool that she s been giving students for years and
make it 10X more powerful by identifying the personal USP of the customer who us
es that tool.
Such is the evolution of a modern economic alchemist who started as a full time
school teacher with a part-time business on the side, and is now not only a seri
al entrepreneur but a prominent national leader in education reform.
When you can generate new USPs at will you have the ultimate alchemy power of th
e Serial Entrepreneur. This is what I m offering you. Put all you learn to work an
d it will transform your business and your life.
Other Perry Marshall Videos:
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You Can Continue to Overpay For Clicks, Slog It Out In Brutal Commodity Markets,
Dicker with Customers Over Price and Delivery, Lose Orders to Competitors and F
all Further Behind in the Rat Race.
But You Don t Have To Do That Anymore.
Here s Why
Dear Online Marketing Professional:
When I was a young pup, soon after I discovered the crack cocaine of direct mark
eting, I had high hopes that killer advertising techniques would transform my di
smal Network Marketing career into success.
If I could just write a few great ads, all I d have to do was stick money in the m
arketing gumball machine and get new customers out. Watch out world, you re about
to start comin my way.
One of my many experiments was: Let me find some retail customers who will just b
uy this stuff every month and use it. I sat down started writing an ad.
I forget what product it was for, some kind of household item I think, but I sat
there for hours trying to write an ad that was interesting.
Couldn t manage to do it. Nothing I came up with seemed to have any pizzazz.
Eventually I did turn out a sales letter. It got what I thought to be a dismal r
esponse, 1%.
I sent it in to one of my mentors for critique. He said, Nobody s lying awake at ni
ght worrying about any problem that this product solves. Considering that, Perry
, your 1% is pretty respectable.
Fast forward 15 years and you ve described the EXACT problem that most online busi
nesses have on Google: You can t write an exciting ad about a boring product. It s j
ust not possible unless you LIE.
The symptom of a boring product is, you spend hours trying to think of something
interesting to say and you can t come up with anything.
My products at the time belonged to somebody else, a big dumb company. Me-too pr
oducts, not all that different from anything at the grocery store. Because they
weren t mine, I had no power to make them more exciting.

I switched on my brain and started watching for something better, something more
interesting that I could sell.
At the time I was working at a high-tech company. Fast forward a few months, and
even though we were small and struggling; even though some of our products were
from other companies, we still had cool stuff of our own. I decided to start a
training course called DeviceNet Boot Camp which was unlike anything else that a
nyone had ever offered in our marketplace.
One night at about 11pm I sat down to write a sales letter. To my surprise, that
mailer almost wrote itself. We were offering about a dozen advantages that this
market had never seen before, all worthwhile, all interesting. All I had to do
was tell the story.
By 3am that night, that sales letter was smokin !
We printed it. Every time we mailed out that letter, we got $8 in registrations
for every $1 we spent on postage.
That particular product only added maybe 5-10% to our sales. It didn t carry the e
ntire success of our company. However it did radically reposition us and gave us
huge visibility. A major trade organization private labeled our course and sold
it to their members.
Most importantly, I discovered something that I have never, ever forgotten:
When you have a great Unique Selling Proposition, or USP, your ads almost write
themselves. Your messages slice through huge amounts of clutter in the marketpla
ce. You solve the Me Too problem in your war against competitors.
In MLM, I had no control of the product I was selling. I was living in a prison
of my own making, believing that I needed somebody else s Big Idea to make me succ
essful.
The second time around was different. I didn t own the company and had very few as
sets to work with. But with some creativity and resourcefulness, and a little co
operation from another company we knew, I could create a great USP.
Most Planet Perry customers are very much like I was then. You only have so much
to work with, you don t have lotsa cash to throw around, but you have flexibility
and you do have ideas. In all likelihood you have more control of your destiny
than I had in my Dilbert Cube job.
You probably do own your product, service, consulting firm, or intellectual prop
erty. If not all, at least part.
You also have the ability to easily source things from other people
in fact the
world may even be banging down your door trying to get you to sell their stuff t
o your audience. And . odds are, your products DO solve a problem that somebody is
lying awake at night trying to solve. I bet they re more interesting than what I
was trying to sell in MLM.
Odds are 10 to 1 that what you really lack is simply a great USP.
It s not that you sell the wrong product (though it might need to be changed a lit
tle bit). It s not that you re selling to the wrong people
you might already be knoc
king on all the right doors.
And the problem isn t you. You re just as good as anybody else who s trying to sell to
your customers, believe me.

No, the problem is that people do not understand the unique and special way that
YOUR company is going to help them rest peacefully at night.
Is Your Current USP Flaccid?
10 Warning Signs Of An Impotent Sales Story:
Flaccid USP Warning Sign #1. You pile on new features, freebies, and customers r
espond with more dissatisfaction. I had a customer who consulted in the transpor
tation industry, helping companies with safety violations become compliant befor
e the government came and slapped them with fines.
My customer, Dave, was extremely frustrated because even though 95% of his prosp
ects clearly and demonstrably were in peril of paying steep fines, he struggled
to get anyone to pay attention. He and his wife would somehow manage to get a fe
w $1,000 to $2,000 gigs every month and pay their bills. But maddeningly, the ha
rder he bent over backwards offering them fixes and advice, the more they would
pedal away from him.
He came to a 4-Man Intensive in a last act of desperation.
After about an hour, I saw that he already had a great USP, a great sales story,
and huge potential.
It was just BURIED. Nobody really understood why they needed to buy from him.
He couldn t see the forest for the trees. He didn t quite know how to express it. An
d the harder he tried to tell them about the nuances of his product offering and
the extent of his knowledge, the worse it got.
I asked to see his sales pages. He had a FAX he d been sending out and I looked it
over. You mind if I fix this?
Go right ahead,

he replied.

I re-wrote his fax. His old one had been about the laws companies were violating
and how he was going to work to get them back into compliance. The new one got
straight to the point. Just to give you an idea, here s the part we added at the e
nd:
P.S.: The worst possible outcome is if someone gets killed in an accident. If th
at happens and your machine shouldn t have been operational, you go to prison. Bla
ckburn Correctional Complex. Right beside Interstate 64. Ever been by there? You
can spend up to 3 years behind bars. You see the highway from a brand new persp
ective.
To date, the hammer has dropped on three operators. Kentucky is prosecuting comp
anies under Section 35. They re looking for their next victim. Is it you?
Dave blasted the fax.
15 minutes later, his wife Melissa calls him. She is MAD AS A HORNET. Why? Cuz t
he phone is ringing off the hook and prospective customers furious. They wanna k
now why they got this terrifying fax, what she knows that they don t.
Dave talks her off the ledge. We give her step by step instructions on how to ha
ndle these calls, and convert them into consultations.
Fast forward a few hours. It s dinner time and we re driving to the restaurant. Dave
gets a phone call from Melissa. She informs him that they got a phone call from

the Safety Commission in Kentucky, stating that they received complaints and wi
ll be conducting a thorough investigation of his consulting firm.
Dave s face is white as a sheet, like he s tumbled out of an airplane without a para
chute. He desperately needs brown pants because he looks like he s going to soil h
is jeans.
(And I have to admit, I m wondering if maybe I ve finally pushed things too far this
time.)
Next morning, I give Dave instructions: I want you to call Jeff Cramer s office at
the Safety Commission and request a personal appointment with him, right now.
He s never talked to this guy, but he leaves the room and complies. Gets on the ph
one, talks to the guy. Everything s OK for now, nobody s in big trouble. Jeff does w
arn him to never scare people like this again. (By the way, everything in that f
ax was true.)
The morning of Day 2, a paying client signs up with Melissa for a hefty sum of m
oney, funding the whole expedition.
A week later, he meets with Jeff. Jeff has been overwhelmed with educating manuf
acturers about the rules, so the state of Kentucky begins sending Dave clients.
With this new cooperation from the state of Kentucky, Dave s business has been BOO
MING ever since. His marketing problems are over. Now he s trying to deal with the
volume of new customers.
You might think this was the work of a clever copywriter. To a degree it is of c
ourse, but that s not what really happened. What I really did was simply uncover h
is true USP.
From that point forward, even an amateur copywriter could pull it off, no proble
m.
Dave s USP was there all along. Literally from day one. He just couldn t see it. And
the harder he tried to add better salesmanship to what he thought his USP was,
the deeper he dug the hole he was in.
Once we uncovered it and strengthened it with appropriate guarantees and conditi
ons, he ceased to have a sales problem. In fact the state of Kentucky began to s
end him customers so they wouldn t have to start putting people in jail.
His marketing problems went away. Now Dave had a capacity problem.
Flaccid USP Warning Sign #2: Customers can buy what you sell by the pound and kn
ow how much things should cost. This is deadly. The world is swirling around the c
ommoditization drain. If any person can reasonably and accurately compare what y
ou sell to offerings on Amazon (for physical products or information products) o
r Fiverr (for services), you are a dead man walking.
The Amazon Problem: People can buy Kindle books all day long for $9.99, sometime
s 99 cents and occasionally free. If they can buy yours, and that s the end of the
line, this is bad bad bad. If they can search a bunch of products and yours com
es up and they can directly compare yours to others, read the reviews and neatly
categorize you, then your throat is getting sliced as we speak.
The Fiverr Problem: Fiverr is a place where people do stuff for you for five buc
ks. If you re a buyer, it s fantastic
it s unbelievable what you can get done, by comp
etent professionals, for the price of one latte. Just in the last 2 months, I ve h

ad people successfully research conference rooms and furniture purchases; I ve fou


nd people who did transcriptions, graphic design, found obscure research papers
on botany, all for five bucks.
One lady I hired was a linguistics professor, an outstanding professional who ga
ve me extensive comments and corrections on an important document I was writing,
just by ordering multiple gigs. All of this was CHEAP.
Great for me. But if you re on the receiving end of the five bucks, Fiverr is the w
orld s hot new sweat shop for knowledge workers. A 21st century Brave New World ni
ghtmare.
Can you go on Fiverr and find someone doing almost the same thing you do, for fi
ve bucks? Are you swirling down the Fiverr drain? If you can, then don t say you h
aven t been warned.
THE one-word solution to this problem is:
USP.
USP is when you have a truly great answer to these questions:
Why should I
Why should I
Why should I
Why should I
What can you

read or listen to you?


believe what you have to say?
do anything about what you re offering?
act now?
guarantee me that nobody else can?

When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you don t have good answers to these questions, your ads are hard to write, y
our clicks are expensive, and you re swirling down the Amazon/Fiverr drain.
When you have great answers to these questions, your ads are easy to write, your
traffic cost is cut in half, and you can even source your parts and labor from
Fiverr and Amazon and still make great margins.
Which way do you want it?
In 2014 , Will You Be a USP King
or a
Fiverr Slave?
In the 21st century, you will be proving your abilities for five bucks and hopin
g the person turns into a client. Or you ll be the USP Alchemist and King, the one
who doles out $5 jobs to eager supplicants.
You get to decide right now: Which one are you going to be?
If you haven t decisively chosen to be the alchemist, your decision is already mad
e.
Flaccid USP Warning Sign #3: Your customer is more in control of the transaction
that you are they demand terms, concessions, price and delivery.
Do people call you up or email you and say, I want this list of products, these s
ervices, these delivery dates and this list of quality assurances, and X is what
I ll pay ? If so, that s more nails in the coffin cuz it ain t going to get any better
.

The Internet is a serial killer


you never know who it s going to take out next. If
mass availability of information or connections makes you redundant, then your
only savior is a killer USP.
Look at the price of ebooks over the last 10 years. In 2003-2005 it was commonpl
ace for authors to get $29 to $99 for a reputable ebook on a good topic. It s beco
me rare to command such prices today, as Kindle books have chewed up the margins
and spit them out.
People walk into retail stores with iPhone apps that do instant price comparison
s, based on UPC symbols and barcodes. Insiders call this showrooming
where physica
l stores only serve the purpose of demonstrating the product to online buyers. Y
oung adults under 30 think nothing of going into an electronics store, spending
an hour looking at all the LCD televisions, sampling the wares at the generous l
ocal owner s expense, then buying it online (with in-home delivery) for nineteen b
ucks of savings.
That s mass commoditization, baby. First the manufacturing jobs went overseas, the
n the retail service jobs got plundered by iPhone apps.
It s GREAT if you re a consumer.
It sucks when you re the producer.
Doing five dollar tasks on your computer may be more humane than dragging cement
blocks over stone rollers to build the Egyptian pyramids, but it s still brutal a
nd merciless.
Despite all this, the well of human desires is still bottomless. No sooner do th
ey can buy the LCD television at the lowest possible price, than they want somet
hing they CANNOT get at Best Buy or on Amazon. Humans always want something else
, and you can easily be the person they buy it from
but it s gotta be unique.
It is absolutely impossible for Amazon or anyone else to erase the unmet needs t
hat lurk in the hearts and minds of your customers. New opportunities are eterna
lly there. You just have to know how to find them and position them.
Flaccid USP Warning Sign #4: When it s almost impossible for you to rank on the 1s
t page of Google AdWords.
The #1 problem facing small advertisers is, big dumb money from big dumb compani
es. They drive the bids up and up and up.
It s actually a mistake to think of them as big and dumb because they are, after all
, bigger than you. But the point is, it s not that their products are better. It s j
ust that they have deeper pockets and can spend more money than you.
They can afford waste. You can t.
A killer USP cuts through the clutter like a diamond-tipped saw blade. But if yo
u don t have it, forget it.
Flaccid USP Warning Sign #5: You re constantly in head-to-head battles with compet
itors. You know who they are, they know who you are, and every major customer ch
ooses either you or them. You re always keeping score.
When I created DeviceNet Boot Camp, my company was in a dogfight with a firm cal
led SST. They were larger and prouder, and had a 2-year head start in the market
place.

Then we rolled out DeviceNet Boot Camp. They could have done it too, they had mo
re staff and equipment than we had but we were first. They didn t see it coming. Th
en when the trade organization licensed our class they were HACKED OFF. They thre
w a fit.
But there was nothing they could do about it, and we walked all over them. Then
we rolled this into back end offers and co-sponsorship opportunities with other
companies.
We sharpened our other USPs, too. We focused on machine builders in places like
Detroit and Silicon Valley, where our product had a decisive advantage over thei
rs in a non-obvious area. Three years later we had rolled that same advantage in
to a chip, which itself was a brand new, category-breaker USP. We sold our compa
ny for $18 million.
Much of the time, you create a better USP by taking what you already have and ta
ke for granted and putting it together in a new, exciting way. The other way we
do that is by completely redefining what problem you re trying to solve, and posit
ioning the product as though it never existed before.
Often this requires little or no modification to the original product
just a cha
nge in your messaging. Many times different groups of people will now be buying
the same product from you for very different reasons, taking no notice of each o
ther, and perhaps even paying very different prices.
Flaccid USP Warning Sign #6: Look-alike ads running down the right side of Googl
e. This is good for you because it s a sure sign of an industry ripe for the wreck
ing ball. Here s an example:
Flaccid USP Warning Sign 6 USP Breakthrough
In a market like this with me-too, mediocre messages (most markets are like this
, by the way), a host of mediocre advertisers are begging to get their heads han
ded to them.
The value of a Breakthrough USP easily exceeds the present value of your entire
company. A service company that does $1 million per year in sales probably has a
n equity value of $500,000 to $1 million. One breakthrough USP can add hundreds
of thousands to over a million dollars of value and drive six-figure impact to t
he bottom line.
Flaccid USP Warning Sign #7: You re frustrated because all kinds of people who shou
ld buy from you are shrugging their shoulders and shuffling along to the next guy
, or doing nothing. That s precisely the problem all those marriage counselors abo
ve struggle with. They probably can t throw a paper airplane in a shopping mall an
d not hit somebody who has horrible marriage.
But are any of those people paying attention?
Nope.
They re not gonna, either, until someone hits them where they live. And a string o
f letters behind the professional s name, like LCSW or MS, ain t gonna do a lick of
good.
One of the most exciting benefits of a Breakthrough USP is that advertising medi
a that used to not work for you, suddenly pulls like gangbusters. A lot of peopl
e can get affiliate offers to work, but can t get Google ads to work. They get tra
ction with Google ads but not banners. Banner ads work but solo emails bomb.

Relentless testing of Google ads and landing pages with a lame USP is just polis
hing turds. Most of the time it s your USP that s to blame. And it s what I always sta
rt with. People come to 4-Man Intensives and sometimes they think I m going to wav
e a magic wand over their Google account and make everything perfect.
Well sometimes I can do that, but when I do that it s not magic. The real magic is
after an hour or two of reverse-engineering their offering and their customers w
ants, needs and desires
we ve completely repositioned the entire product to be imm
ensely more appealing.
Richard Jacobs is a consultant who generates leads for attorneys, in some of the
most expensive keyword categories on the internet. When he came to 4-Man, he co
mplained that a lot of his clients treated him badly even though he was putting
money in their pockets.
I showed him that by repositioning (1) his basic product offering in order to se
ll results instead selling procedures, and (2) increasing his visibility in the
marketplace, he could exponentially transform his experience as a consultant.
That, combined with a twist that he tells me about on an upcoming Renaissance Cl
ub CD, completely shifted his entire experience as a consultant.
Suddenly it s impossible to compare him to any other lead generator, any online ad
vertising opportunity, any sales rep, because he is utterly singular and unique.
Best of all, the complete combination is very hard to knock off and systematize
the way he has.
His income spiked and he literally moved almost 100 clients to the back burner.
He s not fighting the current anymore.
Why A Great USP is Harder Than It Sounds
Everybody who allegedly knows anything about marketing is supposed to know what
USP is and have a good one. My experience is: Most people s USP is little more tha
n a slogan and most do not have a good one. Most are mediocre at best and this i
s sad because this costs you a LOT of money. It s the difference between eating st
eak and eating Ramen soup, between being #1 or #5, between owning a 2nd home in
Tucson vs. struggling to pay your mortgage.
Yet I see thousands of sharp, capable, dedicated business owners limping along w
ith inadequate USPs. Even the above-average USP is like a dull razor blade
it le
aves stubble behind, and nicks and cuts as well.
A while back, unbeknownst to me, Bryan Todd decided to do something about this.
He sat down and, based on his conversations with hundreds of clients who d schedul
ed 1-on-1 consultations and taken the Bobsled Run coaching program for AdWords,
created an entire system for building Breakthrough USPs.
This accidentally came up in a Roundtable meeting. Aussie Roundtable member, Brad
Walker was having his hot seat when Bryan put his finger on a lack of clarity in
one of Brad s product offerings.
Bryan opened his computer, found some notes and began grilling Brad. One step at
a time, he led Brad through an entire sequence of questions, insisting that Bra
d arrive at an answer before he took the next step.
After about 30 minutes, Brad said, I can go up to my hotel room and write this up
, and the sales page will practically write itself!

BINGO. Precisely. That s what happens. A dull tip had been filed to a sharp point
and suddenly it made impact on everything it touched.
That s what happens, my friend.
Matt Gillogly was there, and said,

We ve GOT to offer this. This is just too good!

So that s what we re doing. Here s the plan:


We re offering recordings of two in-depth webinars. During those recordings we wil
l walk you through an exquisitely elegant system for building killer USPs, unear
thing the hidden story behind your product, behind your customers aches, pains an
d aspirations.
USP Breakthrough Program $499
small ordernow USP BreakthroughUSP Breakthrough Platinum
$1499
small ordernow USP Breakthrough
USP Breakthrough $499 - Includes two powerful webinars on crafting your USP, as
well as accompanying mp3s, slides, and transcripts for the sessions. Also includ
es the full question resource guide, USP marketing checklist, and idea generator
.
USP Breakthrough Platinum
$1499
Includes everything that comes in the Basic pack
age, PLUS a 60 Minute Bare Knuckle USP Breakthrough Session with Bryan Todd. At
then end of this session you and Bryan will have honed a USP sharp enough to sli
ce through any challenge your business faces
USP Breakthrough Ninja Dojo - Sold Out
Every single person will achieve a breakthrough
ing you five things.

I guarantee it. In fact I m promis

If you fill in the worksheets and go through the process, then I guarantee that
by the end of the second course you will have:
A new dimension of value that you never realized you had, which you can immediat
ely offer to your customers, and which will instantly boost not only response bu
t the quality of your buyers
You will be offering a performance guarantee in your marketplace that none of yo
ur competitors can give
You will be able to apply this same thinking process to your free offers (everyt
hing you use to generate leads, not just sales) and experience a similar spike i
n results
You won t have to bury an ice pick in your head to pull this off. You ll find this e
asy and straightforward, delightfully simple, and effective
I guarantee all four of these benefits or your money back. If you want to invoke
the guarantee, all you need to do is open a support ticket and explain why you
weren t able to achieve any one of these specific results and you ll get a courteous
refund.
In 27 years of running an auto shop I ve never had a USP. I ve lost business in the p
ast because I couldn t give a simple answer to people who asked Why should I go wit
h you rather than somebody else?
I bought your Ultimate Guide to Google AdWords, and I learned via one of its bon
uses just what a USP can be. I live in Salt Lake City, Utah, and we get plenty o
f snow every year. So I decided I was going to concentrate my efforts and put th
is whole model to work in my lifelong snow removal business.
I bought a new salt spreader. And I started running AdWords. At first everything

was between $2.50-3.50/click. Expensive, poor CTRs, and none of my visitors wer
e spending much time on my site.
But after applying the USP principles and the other key elements of the Ultimate
Guide, my CPCs dropping like a rock. All of a sudden my clicks were down around
$0.55 per click, and my ads started showing far more.
I went on and bought your full USP course. I now have a clear and thorough answe
r on several fronts to why you should have your snow removal done with us
includ
ing my unique 48-hour ice-free guarantee. We re the only ice removal company in th
e area that provides that in writing!
Best part is, this method works for all of my businesses.
Gary Madsen
MadsenSnowRemoval.com
Salt Lake City, UT
The Evolution of Modern Economic Alchemist
Let me close with a story. Four years ago, a woman named Susan Kruger applied fo
r Bobsled Run, but her app was rejected because her sales weren t high enough. She
agreed to take our AdWords coaching course if she waived the guarantee. She was
attracted by my promise that she could Dominate her market
be the alpha warrior
f she mastered what I taught her.

She started out by aggressively advertising and optimizing, as we teach Google a


dvertisers to do. Her business caught fire and pretty soon the book sales were r
olling in.
A year later she began her 2nd Bobsled Run and signed up for a 4-Man Intensive.
The day before she came to the Intensive had been the last day of her job as a s
choolteacher, and she was now full time selling her Study Skills curriculum.
This is when her USP began to shift
because Study Skills was really just the surfa
ce-level benefit. As we peeled a few layers off the onion, we began to see that
what her schoolteacher customers really wanted from her was an advocate in the w
ar against the machine.
Why?
Because the Rapacious Beast was trying to consume Susan s own children.
Susan took her son Mark with her to my seminar in Maui. In the warm sun, and the
gorgeous foliage, and the entrepreneurial environment, Mark was flourishing. It
was one of the most fun times Mark ever had with his mom.
Susan tells the story like this: I called home multiple times, telling my husband
, I have my Mark back! It was fantastic! Since we ve been home, Mark has volunteered t
o help me with all sorts of things in the office; he s been sending faxes, sorting
papers, and even designed a logo for a new project I am developing.
But, the combined total of absences did not sit well with Mark s principal, Dr. Cla
ude. He berated us for our decisions and accused us of educational neglect. He als
o claimed we had been uncooperative in not providing requested medical documentati
on. My husband and I nearly jumped out of our chairs What request!? we demanded. You ve
never requested anything! You haven t even responded to a single email we have se
nt to you! He quickly dropped that argument, but ultimately, he threatened to tak
e us to court over the absences.

Soon she was embroiled in a battle with the local school district over Mark. It
got so heated that she pulled Mark out of public school entirely, and put him in
Montessori.
Dr. Claude personifies so much about The System that consistently drives parents a
nd teachers crazy! Dr. Claude was a bully. Rigid, heartless, unforgiving, and my
opic. So is The System.
Susan already knew her teachers were battling people like Dr. Claude, but this s
tory brought it front and center. She came to understand that what she is really
selling is weapons for winning the war against an impersonal machine.
She also discovered a huge need for ADHD solutions, both for parents and schoolt
eachers. In developing a suite of materials for ADHD, she realized that she coul
d simplify the work and habits of everyone not just kids with ADHD. This is turn
ing into an entirely new USP for StudySkills.com.
The following year Susan and her husband Brian joined Roundtable, and awhile aft
er that, Brian quit his job as a schoolteacher. Now both are free to pursue thei
r passions.
Every step of the way, they ve turned headaches, obstacles, bureaucrats and red ta
pe into selling opportunities, because every single one has refined their USP.
Every one of those ingredients were already there
but without an understanding t
hat each of them contributes raw material for a Breakthrough USP, they would nev
er realize the benefits.
Susan saw how she could take a tool that she s been giving students for years and
make it 10X more powerful by identifying the personal USP of the customer who us
es that tool.
Such is the evolution of a modern economic alchemist who started as a full time
school teacher with a part-time business on the side, and is now not only a seri
al entrepreneur but a prominent national leader in education reform.
When you can generate new USPs at will you have the ultimate alchemy power of th
e Serial Entrepreneur. This is what I m offering you. Put all you learn to work an
d it will transform your business and your life.
Other Perry Marshall Videos:
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