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Bonus: Live Q&A on USP

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

We really want you to get the USP Factory right, so go ahead—at this point you
can raise your hand, you can ask questions, you can shoot anything that you
need to by me. Let’s make sure that we get this covered, and if you have specific
things that you want to ask, that would be great.

Let’s look at my Every Other Day Diet again, real quick here, just so we can
make sure that this is very clear.

Okay, let’s look at this.

Your prime benefit, in this case, the benefit phrase is “eat your favorite foods.”
And that was my prime benefit.

If you do one thing today, figure out what your #1 benefit is. That’s your prime
benefit. That’s the benefit that’s going to help your readers the most, help your
buyers the most. That’s what you want.

So, power phrases are pretty simple. And then, the enabler phase is another
one of your benefits. This is the #2 or #3.

In my case, I actually got all 3 in. Notice how I fit all 3 of these in? My 3 benefits
were lifestyle eating plan, lose weight, and favorite foods. I worked them all into
my USP. You don’t have to, but it’s very convenient if you do.

So, that is the example of the power phrase, benefit phrase, and enabler phrase.
Now, we’re going to take some questions.

Josh: Can you show the power phrase slide one more time, and can we have access
to a list of the power phrases?

We will be sending you a much more comprehensive list of comprehensive

power phrases by email.
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And, again, power phrases are pretty simple. We wanted to give you an idea of
the power words. And if you want to throw some power words by us, we’ll go,
“Yeah, that’s cool,” or “Eh, you can do better than that.” If you want to do that in
the chat window, let’s do this now.

Here’s the list of some power phrases. Actually, it’s really pretty cool. You can
get by with this entire list. You don’t need a list of 100 different phrases. You
really don’t. This is going to get your brain thinking.

Once you get your brain in this mode that we’re going to be drifting into,
especially in the next section, when you’re going to actually be doing some
writing, we’ve broken this out to where it’s so easy, but your creative juices are
going to really start flowing.

Then, you’ll start realizing, more and more, what the real benefit is, what is your
real benefit, what is your real prime benefit?

And then, the power words kind of pull up on themselves. For my book, I’ve
actually used “the first,” because both of them are true. So, either of those work.
“The first” is, by the way, a very good one. So, if yours is the first, the best,
obviously. So, those are the power phrases.

Josh: The next question that is common is can we see your personal USP one more
time, so we can model it?

Jon: Absolutely. Let’s get to my personal USP. Again, just so everyone knows, we
will be sending you these slides in a PDF format after the presentation. So, in
case I’m going too fast, I’m happy to slow down. I’m just trying to be sensitive to
you guys’ time needs. So, please let me know if I am moving too fast, and I will
slow down. I will get off the caffeine. So, this is my USP. Notice the power
phrase is “the only.” “It’s the only lifestyle eating plan that allows you to eat your
favorite foods and still lose weight.”

And then, I just tweaked it a little bit. I said, “Eat all of your favorite foods.” This
is where some of your creative tweaking will come in.

So, as you go along, it will modify. This was not my original USP. It was close to
this, but I modified it. I put “eat all of your favorite foods,” because that’s actually
part of my plan. I believe no food should be restricted.

So, obviously, a diet that works and helps you to lose weight, where you can eat
all of your favorite foods, that’s a pretty powerful phrase. Right?

I think you can probably see where we’re going with this in my own video sales
letters. This is a very powerful thing to hit somebody with right off the bat, but
we’re going to do it in a much more clever way.

As we get into the next 2 exercises, you’ll see what I mean.

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The stories will tell everything. The stories are, by far and away, I think, the most
challenging part, because it actually asks you to write. So, what we’ve done is,
as you’ll see, we’ve broken this into little bitty chunks. And I’ll definitely go slower
through this. Just bear in mind you will get a PDF printout of all these slides.
And, of course, you’ll have the auto-replay coming up on Saturday.

But it’s broken out into so many specific steps that it’s almost impossible not to
pull this off. You’ll kind of turn into a pretty decent writer right off the bat,
because that’s really the goal here.

If you’re a copywriter, great. This is going to be simple. If you’re not a

copywriter, it’s still completely doable. I’ve literally walked people through that,
as I said on stage, they have a hard time writing their grandmother a love letter.
I’ve walked people through that cannot write at all, and they’ve ended up with
some fantastic copy.

It’s a talent that, I think, people don’t realize they might have. So, it’s kind of
cool.

Jon: Josh, do we have some questions specifically to the USP?

Josh: One is when and how often do you use a USP within your VSL?

Jon: We’re going to go over when and where to use in the next segments. So, don’t
even worry about that right now. We want you to take this one piece at a time.

Because of the technical problems that we had going into this GoToWebinar,
for whatever reason, was acting all funky on us and we’re like, “Oh, great, it’s 5
minutes before the call, and GoToWebinar decides it doesn’t want to work?”
So, we’re like, “Okay.”

So, we had multiple redundant systems over here, because we take this pretty
seriously. So, we have 3 computers doing this.

The reason I’m telling you this story is to fully engage you. I’m kidding. The
reason I’m telling you this story is to let you know how important all this stuff is
and how much we really want you to get the information.

So, we have 3 different computers recording 3 different versions of this, and it

just so happened to be we had to switch out the last computer at the last
minute, so I’m on a different computer; one that I was not expecting to be on to
show this presentation. My other computer actually has a secondary window.
This one does not. So, I have to hide the GoToWebinar control panel.

It’s kind of funny. It will be funny tomorrow. Right now, it’s kind of not.

So, with that kind of little bit of walking, there’s a little bit behind coming in and
going, “Uh-oh.” If we went too fast, like I said, do let us know. I knew this
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section would go very fast, but there’s going to be a lot of questions about it.
That’s why we’ve broken the USP Factory into 2 different sessions. We’re
going to be doing the first part today, we’re going to give you another
assignment with the USP tonight, and then next week we’re going to come
back and finalize your USP.

I don’t expect you to create a USP that’s perfect right now. You may, and that’s
great if you do. But you don’t need to worry about making it perfect right now,
and you certainly don’t need to worry about where it goes within your video
sales letter. Because when you see the formula, it makes perfect sense.

So, what I’d like to do, Josh, and this is kind of what I was hoping for, I was
hoping that we’d end this about 10 minutes early, and we actually ended it 15,
is if somebody wants to shoot a USP by us, if you’ve already done the exercise
or if you already have one, we’d be happy to look at it, read it, and say, “Hey,
this is what we might change,” or “Hey, that’s perfect.”

Let’s take 3, Josh. Just pull 3. Pull 3 at random. If we don’t get you, it’s
completely random.

Josh: Your best solution for living a secure digital life, while keeping your family in
business, safe and secure.

Jon: Okay, let’s look at the wording. “Keeping your business safe and secure.”
Your best solutions for living a secure, digital life.”

My one thought is “secure, digital life.” I’m not really sure what that means.
So, part of this is absolute clarity. We’re going to get into this when we start
talking about the writing segment in the next phase, but I’ll go ahead and cover
it now.

You want to write to about a 5th to 8th grade level. That’s not meant to be
insulting to your readers, that’s just how best to communicate to the mass
amount of audiences.

I know what “secure, digital life” means. I get that. But I think a lot of people
may not.

The other thing – this is very powerful – instead of “solutions,” say “solution.”
You can say, “The ultimate solution for living a secure, digital life.” If you can
work on the phraseology of that and shoot it back over, we’ll look at some of
that.

“While keeping your family and business safe and secure.” That’s fantastic,
because that what does it enable you to do? It enables you to what? That’s
the benefit, actually. It enables you to live a secure digital life.

The prime benefit is keeping your family and business safe and secure.
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So, the other thing is it’s a little long. We want to keep these to 20 words. So,
just tweak it a little bit in there, and get it to 20 words, and we’ll go from there.

This is way too long. We definitely want to cut that back. I believe that’s
probably from Lane. I think Lane is the only professional skier that we’ve got
on the call today, I’m going to guess.

So, Lane, let’s work on getting that to 20 words or less. But I love “the only
wakeboard tower,” because that’s specifically what it is, that you can add to
your boat, that allows you to pull multiple tubers, multiple skiers.” You can cut
that part down into something much more concise. “It allows you to pull
anything your boat can pull out of the water,” you can just say it that way,
“without damaging your boat.” You can make the “without” phrase much
smaller.

So, it enables you to what? Think of it in terms of this way, Lane. What does
this product enable your user to do? Let’s start backwards, with the enabler
phrase. What does it enable them to do? Does it enable them to pull anything,
or does it enable them to keep their boat from cracking? That’s the benefit, is it
keeps their boat from cracking, I would think.

And what it enables them to do is to pull, from what I gather, pull anything. If
you want to say the only wakeboard tower,” that’s perfect. I’m assuming your
audience knows what a wakeboard tower is.

That’s just a few suggestions, Lane. You guys are in for more than you paid
for. You’re going to get a lot more value. That’s just the way that we run things
around here. So, if I have to go 4 hours, fine.

“The only way to get traffic to your site, that allows you to concentrate on your
business and make all the sales you want without learning the program.”

That’s actually really pretty good. We’re going to talk about power words.

“The only way to drive.” You can use 2 power words. It doesn’t have to be
one. You have “the only,” which is great. The only way to drive traffic to your
site. If it’s “get traffic,” and that’s more specific and that’s more accurate, then
that’s fine.

“Allows you to concentrate on your business and make all the sales you want
without learning to program.”

So, withou learning to program, if that is a real key benefit, then awesome.
Awesome. If that’s the #1 thing that your clients are looking for, then awesome.

Look for the #1 thing. What is the #1 thing that this product allows for your
clients to do? “Make all the sales you want” is the benefit, it sounds like.

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It would sound to me as if the #1 benefit or the enabler phrase deals with
learning to program. So, is that an important thing? You might say “Learning
to code,” or whatever. Or “hassling with programs,” things like that.

Pam has the only diet that activates your fat-burning switch without any
exercise. That’s a really good USP. “The only diet that activates your fat-
burning switch.” That’s funny, because we use that exact phrase in a book we
wrote, “fat-burning switch,” “without any exercise.”

You know what I would add to that? “Without any exercise whatsoever.”
Because you’ve got plenty of words to work with here. But Pam, you’ve
definitely got the right idea here. This is great.

Now, the fat-burning switch is a little mysterious, but that’s okay. If you’re
building mystery inside your VSL, what’s a fat-burning switch? That’s okay, I’ll
tell you within this VSL. And we’re going to get into how to space this out.

Let’s do a few more.

Tom has, “We transform office space that allows companies to hire better
employees and gain a competitive advantage.” That’s more of a mission
statement style of writing.

So, you could say, “Transforms any office space,” (if you say “any office
space,” that really opens things up) “to allow you.” You don’t want to say
companies, you want to get very specific.

I’m going to cover all of these tips and we’re going to have a whole copywriting
what I call “wordsmithing” session, that’s going to come up towards the end of
the sessions. But we’re going to go ahead and rip some of this now, because
it’s going to help with your USP.

So, you want to always speak to one person. Always act as if you’re talking to
one person. So, “Transforms office space,” radically transform office space, if
you want to, “to allow you to hire better employees and gain competitive
advantage.” That’s pretty strong.

“The ultimate driving course that guarantees your teen drivers collision-free, or
your money back.”

You’ve got a great one there. And then, the peace of mind for the parents is
something that you need to work in there.

So, “The ultimate driving course that delivers both peace of mind and
guarantees a teen driver’s safety.” I wouldn’t even worry about the money back
thing. The money back thing is in the grand offer. Don’t worry about having
any sort of guarantee in your USP.

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These are actually fantastic examples, by the way. And I hope that you guys
are finding this helpful.

Okay, “The #1 dentist coaching program, to grow your practice by getting new
patients to make more profit.”

Okay, this is close, Charles. I would change #1 to premier. That’s why we

included “premier” in there. If you have a business like dentistry or a high-end
coaching program, something that’s costing thousands of dollars, think in terms
of premier, ultimate, something a little bit more suited to that audience.

You can say, “Your premier,” I don’t know if you want to say “dental coaching
plan.” I don’t know how that works. But, “Your dentist program that allows you
to grow your practice, acquire new patients, and earn more profit.” So, it’s kind
of 3 benefits, boom, boom, boom. And that’s okay, too. You’re taking 3
benefits. I would still challenge you to find what is the benefit phrase. What is
your #1 benefit here? And really accentuate that.

Is the #1 benefit to your reader to grow their practice? If that’s the case, then
your emphasis is in the right place. If that was your #1 emphasis, it’s the right
place.

But to me, that is both a benefit and an enabler, but you’ve got 3 enablers here.
You’ve got get new patients, make more money, and grow the practice.

Again, you don’t have to have one enabler phrase. You can have 2. You don’t
have to have one benefit phrase, you can have 2. There’s only one power
phrase, usually. But not bad.

This is for Justin. I would say it’s not bad. It’s a little lengthy. Justin, let’s
experiment on this, because it seems to me that your #1 benefit here, and
maybe it’s the most unique benefit, is that this reconditions your body to last
longer during sex.

You’ve got a great enabler here. The enabler here, you have to think of it from
your audience’s point of view, if that’s what he wants to do, which most guys
would. That would be fantastic.

So, you’ve got actually a couple of enablers here. So, “To give your woman
multiple orgasms,” that’s a great enabler. That’s what it does.

I’m thinking, here, if there’s a way that you can get away with not having the
very first 4 or 5 words here, in that order, having something like “The ultimate
men’s control method that increases your pleasure while reconditioning your
body, in order to give any woman multiple orgasms.”

Sorry, guys, we went a little PG-13 there, but we can’t help it.

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So, notice the little changes in words that I used. Consider that. And if you still
want to keep the third word in there, then that’s cool too. Hopefully, that helps.

Let’s do one more here.

Okay, Gina. We’re picking these at random.

“The premier local shredding company that provides service on your terms,
giving you…”

Okay, I assume that “local shredding company,” is that a paper shredding

company?

In other words, what is the prime benefit that this gives people; the #1 benefit
that makes you separate from other shredding companies. Is there something
else here, other than compliance and peace of mind? Because I would think
that any shredding company would give someone that.

So, I would challenge you to find one thing that makes you stand out a little bit
from the competition. Maybe it’s that you do it with more security. Maybe it’s
that you are more thorough, those kind of things.

But you’ve got, “The premier local,” and if “local” is important, that’s cool. I
would say, “The premier shredding company,” assuming, again, that “shredding
company” is understood by the people that are doing it. If it is understood, then
shredding company is great.

“That provides service on your terms.” Okay, “service on your terms,” is that
the primary benefit phrase? I would expand on that. Provides what service
and on what terms?

So, maybe think of something that gives you blank and blank. If it’s something
on their terms, like “I want this shredded by Tuesday,” and you’ve got to prove
that you shredded it,” that gives you proof and reliability.

“In order to give you and your business compliance and peace of mind.” I
would say, “You and your business,” by the way. This might not be true, but I
would think that this is primarily a business thing. If it’s not, then just say “you.”
But, “you and your business” would work just great. I would think most of the
time that would have something to do with business.

Again, the USP is something that you really, really, really want to focus on.