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Creating A Winning USP

ALL CONTENT © COPYRIGHT 2011 AND BEYOND | JON BENSON 3X
FORMULAS, INC. | ALL RIGHTS RESERVED | NO DUPLICATION ALLOWED

First of all, the 5-step VSL process. What is this about?

Well, here are the 5 steps in order. We’re just going to do a high-level overview.
We’re not even going to go into detail here. We’re only going to focus on the
detail that we need to cover today. But I want to give you the big picture.

The 5-step VSL process is the 5 steps that we’re going to use to put together
your final video sales letter. Think of this as the roof of the house. And it all
starts with some foundational stuff that we’re going to do today, which is the USP
factory and the 1-2-3 formula. Make sense?

The very first step is the snap suggestion. That’s followed by the vital
connection, which we’ll be working on a little of both today, the big problem, the
bigger solution, and the grand offer. Those are the 5 steps of any successful
video sales letter.

Now, each of these steps will be covered in detail, either today or in the coming
sessions. So, do not worry about any of the details right now.

Then there’s the 1-2-3 formula. This is 4 elements in virtually every top video
sales letter that simply make them work. After studying hundreds of these, and
writing them and, of course, creating the format to begin with, I think I’ve got a
very good idea of how these things work. And there’s some elements that are
common. This is the elements that I find that are really, really common.

First of all, you have one USP, which we’re going to do today. You have 2
stories. We’re also going to do that today. We have 3 tips, and you have 4
comparisons.

Again, we will go into details in other sessions, but today we’re going to be
covering your USP and your 2 stories. That’s our first 2 focus areas.

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So, first of all, let’s dive in.

What is a USP? A USP is simply a unique selling position or a unique selling

point. This is really the big, big picture behind what it is that you’re selling, and
it’s far, far more than a mission statement. This is actually not a mission
statement.

Now, you can use your USP as a mission statement, if you like. But a USP is
very succinct. It’s very succinct. And there’s a formula that I’m going to give you
to write one.

This is going to lay the foundation for all of your marketing and communication to
your buyers and potential buyers. And as you go along through this course,
you’re going to be freaked out by how important this one element is. And when
you see how it plugs into the VSL formats and the VSL formula, it’s going to get
real clear how vital this is and how much time you really need to put into this one
part.

So, the homework that you had for this week was basically to define the top 3
problems that your product or service solves for your clients. The top 3 problems
that your product or service solves for your clients.

Again, if, for whatever reason, you didn’t do this, we’re going to go through it.
So, bear with us.

If you did it, get that homework out, or log onto the website if you did it on the
website. Let’s look at it.

You were then asked to select the problem your product or service best solves in
relationship to your competition. That’s the key. What does your product or
service do best, in relation to your competition?

And finally, you were given an email to send out to at least 3 of your most trusted
business associates concerning these questions. Again, this is the way we’re
going to go. We’re going to get your ideas, we want your ideas on your USP,
then you want to pass those ideas by 3 people, at least, that you trust in
business. And finally, later on, as you’ll see, you’re going to pass them by your
buyers. You’re going to pass this by your buyers.

Your buyers are really the secret here.

So, retrieve your homework, like I said, or simply follow along, and we’ll get to
everything in today’s session.

Okay, this is the vital importance of knowing what your USP is, your true USP, as
I call it.

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Your USP is going to be used in so many stages of the 1-2-3 formula. And
without a properly-defined USP, simply, you’re marketing will miss the target. It’s
that simple. And you certainly don’t want to do that, when it comes to any sales
page or any video sales letter.

Your true USP is best defined as how your buyers view your business; what I
mentioned a while ago. If you cater to your buyer’s desires, and their
understanding of what your business is, you will always profit more in the long
run.

So, let’s look at an example of creating a USP.

One of my products is called the Every Other Day Diet. Perhaps you’ve heard of
it. My top 3 problems that this product solves for my readers, the first one’s
obvious. It helps people lose weight.

The second one is it does not restrict dieters from their favorite foods. And the
third one is it provides them a lifestyle eating system.

Now, when I wrote down these are the 3 problems my book solves, it solves
more than that, but these are the top 3, what I came up with is the #1 problem
that really makes this stand away from the competition, is that problem #2. This
does not restrict dieters from their favorite foods. That’s a pretty powerful claim.

So, I am going to use that as the foundational model, what I call the “primary
benefit” of my USP. I’m going to show you how this looks.

First of all, let me show you how it shouldn’t look.

This is a crude USP. An eating plan that allows you to eat your favorite foods.
Okay, my #1 problem-solver was that. But putting that as a USP will simply not
fly. That is not a powerful USP. It’s getting there, but you can do much better.
And here is how you can do much better.

It’s going to require 3 elements to perfect. You need to write this down. You will
include a power phase (we’ll go over that in just a second), the prime benefit
(your prime benefit is the selection that you chose as your #1 benefit), and what I
call an “enabler phrase.” What does this enable your client, your visitor, whoever
it is that you’re servicing, to do? And it’s almost always a verb. What does this
enable someone to do.

Let me give you what the actual USP is for my product. “The only lifestyle eating
plan that allows you to eat all your favorite foods and still lose weight.”

Now, here’s what confuses people, and I’m going to make it so clear, hopefully, it
will unconfuse everybody.

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The power phrase is “the only.” I’m going to give you a short list of power
phrases, but power phrases are very easy to figure out. It’s basically something
powerful. “The only.” Very exclusive power phrase.

The benefit phrase. What’s the biggest benefit? Again, I chose “eat your favorite
foods.” So, the benefit phrase would be “that allows you to eat your favorite
foods.” I put the word “allows” in there, because it’s a very powerful word.

But notice what the enabler phrase is: “and still lose weight,” in this case.

Now, think about that for a moment. A lot of people may mistake that enabler
phase for your benefit? “It allows you to lose weight.” No. The benefit is the
most powerful part of your USP. And in my case, it’s “you get to eat your favorite
foods.” It enables you to lose weight.

So, that is very, very key to understand. Whatever the enabler phrase is, it’s
what your USP allows your user to do. What does it enable them to do better?
What does it enable them to accomplish?

The benefits just fall into the middle there. So now, you have a very solid USP,
and it also fits a few other criteria that we’re going to go over.

Now, a partial list of power words of phrase:

• Transforms
• Activates
• Reveals
• Solves
• Destroys (it sounds negative, but I’ve seen that used very, very effectively)
• The best
• The only (that’s the one I used)
• The #1
• The premier

So, that’s just a very short list of an idea of what you want to think of, when you
think of your power words and phrases, that’s going to lead in to your USP. This
is the opening few words. Okay?

Now, here’s some assignments I want to give you. Please write this down.

1) I want you to take your #1 problem-solver and make this your prime
benefit. What I mean by prime benefit is exactly what we just covered. My
prime benefit in Every Other Day Diet was “eat your favorite foods.” Make
this your prime benefit.

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So, I want you to work on the wording of what. We’ll get back to this. This is
actually step 1, so don’t worry.

2) Take your second and third problem-solvers of your 3 USP factory

problem-solvers, and form all 3 into one sentence, under 20 words, and
use one of them as your enabler. In other words, one of them is the verb.
One of them is what this enables your user/client to do. Make sense?

3) Include a power phrase. A power phrase is just how you’re going to

introduce this entire thing to the world. What is it going to say? How is it
going to say it? Is it “the only?” Is it something that transforms? It is
something that enables? You can use any of those kind of power phrases
that you want. This is how you’re going to intro into this.

So, this is the first assignment. We want you to start working on your USP.
We’re going to come back to the USP in next week’s assignments, as well. And
we’re going to give you one more assignment on a USP later on in today’s
session.

But, I want you to really focus, right now, on what it is that your business, your
product, your service, what it is that it does best, and the most unique thing that it
does for your clients, because that is going to be the focal point for your video
sales letter and, for that matter, all of your marketing communications. All of your
marketing communications.

Now, like I said, we’re going to revisit this, and I want you to take your time as
you’re going through this, to create something that you know will be the very best
representation of your product or service.

And let me just say this, right off the bat. If you do not do this correctly,
everything crumbles. That’s why we really want you to work on it. That’s why we
give you several weeks to work on it.

If you need several weeks, take it. If you need several days, take it. Whatever
you need, take it. Make sure you get your USP right.

I want to give you some really cool ways to test your USP against what your
clients think, against what other people think. And sooner or later, you’ll be able
to modify this and get it down into a coherent, 20-words-or-less sentence.

Now, the question is why do I suggest 20 words or less? Because a USP is not
a mission statement. A USP must be something so succinct that you can be in
an elevator, and someone can say, “What does your business do?” or “What
does your product do?” it doesn’t matter what it is, “What does your book do?”
and I can rattle it off, just boom, right off the top of my head.

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Now, you’ve heard that called an “elevator pitch” before. Right? Well, this is
actually a lot more powerful than an elevator pitch, because we’re going to
actually build your marketing around it.

It’s going to be the foundational elements of many of the stories that we’re going
to cover.

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