We have a guest blogger today! Ferny Ceballos is one of my mentors & has helped me learn how to grow my business using the Internet. If you like this post you can check out some more of Ferny’s content by clicking here. How to Determine Your “Unique Selling Proposition” (Even if You’re Brand New!)
What makes your business unique?
If you’re not sure, then you might not be setting yourself apart from the competition.
Which means you could be missing out on quite a few leads and sales, because other marketers (with a more defined voice) are likely dominating the conversation and monopolizing your potential prospects’ limited attention.
So what should you do?
Well, you need to decide on your “unique selling proposition!”
Now, you might not know the concept of having a “USP,” yet it’s vitally important.
In fact, it’s actually one of the most important things you can develop for your business.
Basically, it’s what separates you from the ‘other guys.’
How you develop your USP will be a little different depending on whether you have a large company, or just a brand new distributorship in network marketing, affiliate marketing, or direct selling.
Let’s dive into the details…
Unique selling proposition, defined
Here’s the question…What do you offer, which sets you apart from everybody else in the marketplace?
Now, you may think that your company provided you with a ready-made USP already…
Such as your ‘unique’ comp plan, or your ‘unique’ products or services, or whatever the case may be.
But there’s something wrong with this logic, because while those may very well be the USP for your company or their products…
The question remains:
What’s your unique selling proposition?
What will make people want to do business with YOU over somebody else, even in your own company (much less a different company or the entire market)?
Now, the fundamental definition of unique selling proposition is your position in the market.
But let’s dig a little deeper.
When you do a Google search for “unique selling proposition,” the top two results are from Entrepreneur.com and Kissmetrics.com.
And guess what, these competing definitions don’t agree.
Two unique USP definitions…
In fact, the Kissmetrics definition actually calls out the Entrepreneur definition and says it’s not adequate enough.Which is clever marketing, btw, writing an article referencing the result that’s right above it in the Google search terms—it’s a great way to get noticed.
Entrepreneur.com’s definition is as follows…
“The factor or consideration presented by a seller as the reason that one product or service is different from, or better than, that of the competition.”
Basically what makes you different from the competition is what Entrepreneur.com is saying.
And it’s true that this is traditionally what a unique selling proposition is all about.
However, I actually like the Kissmetrics definition of USP better, because it’s more relevant and more clear.
And more importantly, it’s also something that, especially in recent history, is a more contemporary definition for a unique selling proposition.
Kissmetrics.com’s definition is as such…
A unique selling proposition is what your business stands for. It’s what sets your business apart from others because of what your business makes a stand about.
What they’re saying is if you try to stand for everything, you’ll actually stand for nothing.
For instance, you can’t be known for having the highest quality AND the lowest prices, or the best food AND the most inexpensive menu.
It doesn’t work.
You’ve got to plant your flag on a certain concept.
So the question actually is…
What do you stand for?
To explore this idea, Let’s take a look at…
Two great USP examples
Starbucks stands for premium coffee, but NOT premium coffee and cheap prices.They want to give you the best coffee and overall experience that they can.
If you walk into the store, it’s laid out very nicely and Starbucks wants to give you a high quality coffee drinking atmosphere.
Zappos started off as a shoe company, but obviously selling shoes is not unique.
So what they stand for is the highest quality customer service in the world.
Literally, Zappos customer care people are willing to do just about anything for you!
You can basically call them up and tell them that you need different shoes because your current ones don’t fit.
They’ll not only send you new shoes, but they’ll even let you keep the old ones if you ask.
I’ve even heard people call Zappos and order a pizza, which actually shows up!
It’s kind of crazy, but Zappos has the best customer care.
So what about our unique selling proposition?
Elite Marketing Pro’s USP
When the company started, our unique selling proposition was fluid, but it really zeroed in recently.Our USP is that we are willing to teach online recruiting strategies and methods that your upline isn’t.
That’s what we stand for.
We stand for teaching network marketers the most cutting edge digital networking and digital marketing strategies that exist today, from the people who are actually building their businesses using these strategies.
And these strategies are not something the ‘orthodoxy’ in the industry are willing to teach you.
That’s the message we deliver and that’s how we’re attracting networkers from across the world.
Our anti-orthodoxy stance is attracting top earners
Because there are six- and seven- figure earners who are getting frustrated and fed up with the network marketing orthodoxy who only want to follow “old school,” offline methods.There are even seven-figure earners in network marketing right now that don’t even have Facebook accounts!
And, I mean, honestly…
How can you be relevant in today’s age if you don’t even have a Facebook account?
Well, that is essentially what we’re up against here at EMP.
Obviously not everyone’s like that, but networkers without Facebook accounts push back against going online, because they don’t understand it.
But the pages are turning as far as this industry is concerned…
…and we’re in a great position to help people discover digital marketing strategies for the network marketing, direct selling, and affiliate marketing space.
Example EMP affiliate’s USP
Now, let’s say you’re a member of Elite Marketing Pro and you’re promoting our blog posts (such as the one you’re reading right now), so you can use EMP’s content and offers to practice your new digital marketing skills.That’s great!
But there’s also a catch…
Unfortunately, you’re gonna be doing the same thing as every other EMP member who’s also promoting our blog posts.
And that means sameness.
So what’s gonna set you apart?
Well, one of our members, for example, is doing something that most people aren’t willing to do.
She talks to her prospects straight from her ads!
You can learn more about her strategy right here:
But the short version is this: her ads include a call to action that say…
“Hey, you can click on the link in the description and you’ll learn more. Or if you’d like to speak directly with me and get some more information through private messaging, comment ‘More info’ below.”
And guess what happens?
People start commenting “more info,” because they’d rather TALK to somebody directly than go through an impersonal website or sales funnel.
Now don’t get me wrong, such automated strategies work, and they work great!
After all, we get hundreds of leads every single day from our websites and funnels.
But some people would rather just hop on the phone and ask…
“Okay, what’s this all about?”
And hey, you may be that type of person too.
So make no mistake…
Being willing to pick up the phone and talk to your prospects straight from your ads is a huge differentiator.
And it’s where I recommend most people in this industry start to produce quick results.
The one USP that will never go out of style is…
The willingness to hop on the phone and serve somebody, based on where they’re at, without pitching them your network marketing business.
This means you make recommendations based on what they need and what they tell you…
Not based on your agenda to funnel as many people into your networking business as possible.
That may be difficult for the new networker to fully understand, and especially old school networkers who have been around for a while (because they always walk around with an agenda to recruit everyone).
But what you’ll discover is that if you switch your mindset to service and truly listen to people, you’ll actually end up recruiting MORE people.
The “non-agenda approach” is much easier
Once you get your prospect on the phone, you’ll benefit from being able to listen to them talk about what they’re struggling with, so you can then make recommendations based on those exact struggles.
That’s gonna set you apart from most people in this industry.
There are a lot of marketers running ads on Facebook…
But how many are actually willing to hop on a private chat?
My guess is very few.
Now that’s a unique selling proposition that will never go out of style and will always be in high demand, because, again, people will always want to cut through the BS and just ask…
“Okay, what’s this about? Can you explain what’s going on?”
In fact, being willing to hop on the phone with somebody was the USP I personally used when I first got started.
So if I didn’t already hammer it in enough, when you’re brand new, even through your first year…
You don’t need to develop a crazy unique selling proposition
You just need to be the person who’s willing to stand for the needs of other people first.And to be the person who’s willing to hop on the phone and actually listen to people.
Because guess what?
Even though there are other networkers using this strategy…
- There aren’t many willing to hop on the phone, who are building online
- You’ll very likely be the first person who’s ever hopped on the phone with your prospects, so you’ll automatically be different from everyone else in their mind
Again, being willing to talk to people on the phone, through video chat, or through private messaging is what’s gonna help you stand out more than anything else.
In a crowded, noisy online space…
Your willingness to directly connect with people is rare!
Believe me, it is.
It may seem like a lot of people are doing it, but only select leaders are doing it.
The majority are not!
And even the leaders are too busy to talk to everybody, which gives all of us an opportunity if we’re willing to pick up the phone.
Did you know that at EMP, every single customer gets three free coaching calls with our mentorship team?
So even at Elite Marketing Pro, this big multimillion dollar company, we are also willing to hop on the phone and talk to people at every stage of their journey with us.
That should give you a clue as to what you should be doing as well!
Now, hopefully you’re fired up and ready to implement this strategy.
So the next question is, do you…
Need people to talk to?
Because let’s face it, before you can start calling your prospects, you need prospects to call in the first place!
Unfortunately, this is an area where a lot of business owners initially struggle.
Fortunately, it doesn’t have to be that way.
In fact, in just 10 days, you can easily implement a lead generation strategy that will bring you fresh leads daily, like clockwork.
So if you’re having any trouble generating leads for your business or finding enough prospects to talk to…
Then I highly recommend signing up for my free online recruiting bootcamp.
You’ll see the exact online business building strategies I use to generate 300–500 leads per day, 30–50 customers per day, and recruit 70–100 new serious business builders into my business each month!
So if you’re ready to get started…
And if you found this content helpful, I would love to read your comments below!
Chief Marketing Officer
Elite Marketing Pro
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Ferny Ceballos is a graduate from the Massachusetts Institute of Technology (MIT) and the University of Southern California, in Computer Science and Electrical Engineering, respectively. After working for 5 years as an aerospace engineer, his entrepreneurial aspirations motivated him to turn to the network marketing and internet marketing industry to escape the rat race. Since leaving Aerospace in 2008, he has personally been responsible for over 11 million dollars in sales online over 10 years in his personal business, and helped countless clients produce six-figure and seven-figure incomes promoting their businesses using the internet.