A USP That Wins You Customers

Bryan Todd’s 4-step process

for creating a simple unique offer that
gets your prospect’s attention

1  
80/20 & Your USP

 USP Basics

• State your core promise in the positive:

– The Problem

• “I will solve this one specific problem for you.”

– The Time Frame

• “I will do it within this specific time frame.”

– The Or-Else

• “Otherwise I will refund you, or redo or replace it.”

2  
80/20 & Your USP

 USP Basics

• State an additional promise in the negative:

– “This won’t require any ___ from you.”

– “This won’t cost you anything beyond ___.”

3  
80/20 & Your USP

 USP Basics

• Restate that “Nobody else does this”:

– Nobody else solves this one problem like I do.

– Nobody else does it in the time frame I do.

– Nobody else guarantees it like I do.

– Everybody else requires ____ from you. I don’t.

– Everybody else also charges you for ____. I don’t.

4  
80/20 & Your USP

 USP Basics

• An example for consultants:


“I will bring you leads that turn into buyers.Yes, I
charge more per lead than the other guys. But the
leads I bring you become actual paying customers.
And I only charge you for the leads. Nobody else
does it this way, and nobody else guarantees it.”

5  
80/20 & Your USP

 USP Basics

• An example from a product & service
business:

6  
80/20 & Your USP

 USP: Pursuing it Further

• For more in-depth training on how to build

powerful USPs throughout your business, visit:

www.perrymarshall.com/usp

7

80/20 & Your USP