What is a USP? Well it’s not a UFO, or anything weird or outside your experience. In fact you probably come across a USP every single time you read or write an ad because it is the single factor that sets you and your business apart from every other competitor in your marketplace. Put simply, USP stands for your Unique Selling Point or Proposition, and the key word here is single.

If you have an information product or traditional business and are wondering how you can increase sales, rather than merely just getting by, then I invite you to consider whether that’s because you don’t have a USP or, if you do, you’re not making the most of it.

Before I went into Internet Marketing, I was a sales training manager in the Financial Services industry and a lot of my time was spent with the sales executives helping them to build their presentations and sales pitches to help them identify what made them and our company different.

Why did we spend so much time on it? Because money is money, and that’s what someone is borrowing, which may seem obvious. Yes, and that’s what all Financial Services companies are selling so we positioned our service as something more than just getting a loan for a piece of capital equipment. We needed to distinguish ourselves from the others in our market, and to do that you need to build your business marketing and operational success around your USP.

So what’s unique about your product or service? There are a number of USP’s that might work in your business so have a look at these options:

• Back Up Service
• Biggest Discounts
• Convenience
• Customer Help, Assistance & Advice
• Done For Them
• Ease of Use
• Exclusivity
• Fast, immediate & speedy delivery
• Hassle Free
• Tailored Product
• Wide Choice

These are just some ways you and your service could be different from your competitors, and you may have a few more ideas of your own.

Defining the Difference:

You may think you don’t know where to start, and it’s too difficult, but you’ve just got to find an angle. After all, you know your product better than anyone, so start thinking about that and your market in depth and you’ll soon find there are endless possibilities.

One key task is to first analyse what your competitor are doing, and nothing could be simpler. Just grab paper and pen and look at what you competitors offer, and wWhat are they selling on.

Write it down, and you will quickly notice that most of the marketing that’s going on out there follows the same “me too” formula – and that’s a good thing for your product!

Your USP Needs To Be Something You Can Deliver On:

When deciding on what your USP is going to be, it’s vital that you can actually deliver on it. For example, if your USP is exclusivity, that won’t work if the customer can find your product in two or three other places for sale.

Be Clear About Your USP:

If you are not clear about your USP, then your customer won’t be either. It’s essential that any reader will get the point immediately about what you offer and why you are unique in the marketplace. To do that, your message must be articulated clearly and simply.

Use simple, crystal clear language that is compelling and informative because clearly articulating your USP will make your business more successful. However, you must be able to communicate your USP in the same time as an elevator pitch and that’s means that within one short paragraph or about thirty seconds you should be able to sell your unique position.

Try this now:

Think now about your USP and how you can position your product or business. Write a short paragraph about why your product or business is unique in its marketplace.

You don’t need to over think this process, just get going and jot down your main points and edit them into a clear and short message.

Now, look at it again and if it needs editing remove anything that is not essential and doesn’t do anything for your message. No ‘fluffy’ language, just a short, clear statement that promises something to your customer that they can’t get anywhere else.

Summary:

When you have your USP you must integrate it into all your marketing efforts including Adwords, Direct Mail, Landing Pages, Classified Ads and everything else.

Remember, the basic point to your USP is to clearly communicate with your prospects and customers so that they understand your unique positioning in the marketplace.

Use your USP in all your marketing efforts to gain new customers, remind existing customers and win back old customers. Marketing that pulls in customers and gets them to buy gives them rational reasons for their emotional purchase from you.

Your USP is how you can deliver that to them, and produce more sales for you.

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One of the best marketers I have come across is Walt Disney and he used 5 simple strategies that anyone can employ. It’s about consistency, a good plan, and then practice to make it perfect.

Marketing is essentially all about the four P’s: Product, Promotion, Price and Placement. With the right product, placed in front of the right visitor at the right time, promoted in the right way and offered at the right price you are guaranteed success.

Put these 5 strategies into action, and watch the results:

1) Sell more to existing customers… especially while they are HOT!

What is noticeable about visiting any Disney operation and you will be offered the opportunity to buy additional products and services you are continuously offered other products and services. Once you are through that main entrance you are constantly marketed to with products, upgrades, special offers. Guess who spends the most money? Someone who is really enjoying themselves and Disney really exploit that by making sure their customers are satisfied and very happy.

Your easiest sell is to someone who has already bought from you so you must have a back-end sale that you can make immediately while they are hot to buy.

2) Expand Your Marketplace

When you have a winning formula export it, because that’s what successfully Disney did. They expanded from their US base worldwide with Disney attractions in the UK, Paris, Tokyo and Hong Kong and increased their marketplace and expanded their brand worldwide.

You too can easily expand your existing products by exploring other niches. For example; a guide to profiting from DVD sales might be originally aimed at product developers and entrepreneurs, but it could quite easily be rebranded to sell it to camcorder users. Or you might use that original DVD idea to enter another market such as training consultants and show them how they can leverage each training course they deliver by videoing it.

3) Continuous Promotion

You need to use many different strategies to constantly keep your brand in front of your customers. This is exactly what the Disney corporation do and they have a marketing plan that’s designed to keep their brand and message in front of audiences all over the world.

You will regularly see promotions on TV, in print, and on the Internet plus they also use the power of affiliate marketing in their joint promotions with Virgin Atlantic. To make your business the best you need to take every opportunity to continuously promote to give yourself maximum leverage.

What can you do to ensure every week you’re sending out a marketing message? Plan how you’ll place ads, submit articles, run press releases, improve search engine rank or offer incentives and then follow through. When you start to continuously promote you’ll see rapid results.

4) Always Improve and Add to your Offerings

Disney is always renovating, growing, building, expanding and improving at their theme and these regular improvements draw back repeat visitors, as well as impress new visitors… but just like McDonalds, they want your experience to be the same, time and time again… ensuring that you and your family come back and spend again.

It is a complete marketing cycle from the parks to the cinemas to DVD’s and themed toys and games. If Disney failed to continuously add and improve their profits would suffer and it’s a lesson you can learn from.

Developing and growing a business is about constantly improving what you offer and creating new products. Your product portfolio should constantly be reviewed and updated with new or better product that offers the possibility of recurring income.

5) Tracking Business

Disney knows exactly when its parks are busy and when they are slow because they track the numbers and they plan their marketing and promotions accordingly. Every business goes through a slow patch, the successful ones like Disney put a new promotion in place to improve sales.

You can carry out each of the previous four strategies, but this one is the key: you must have the numbers, and be able to track them. You should be focused on tracking the visitors to your site by knowing if you are getting enough traffic, how long they stay, what they look like, how they find you.

These are all key questions you must have the answers to. Then you can work out your conversion levels because knowing that will allow you to sell more by increasing your conversion, test different offerings, compare different landing pages… the list goes on and on.

Follow these five strategies that Disney apply week in, week out and see your business get that magic touch.

This post questions the notion about secret search engine optimization methods and SEO secrets. Are there SEO secrets or is SEO just a process of layering the fundamentals to produce the appropriate reactions?

If you came here to find a list with an illustrated “it’s as easy as 1-2-3 checklist”, then it is time to adjust your expectations and focus on more tangible guidelines to provide a foundation for producing real SEO results.

Anything worthwhile takes time, energy and effort. To create top ranking results in search engines is no different. There is no need to try and trick search engines, just give them what they want and allow the algorithms to work in your favor.

If your method is ethical, the last thing you need to fear is algorithms. Remember, they work for you if you provide the right signals.

What ARE the proper SEO Signals?

The secret to SEO (if there is such a thing) is based on a trinity of relevance…

1. Build as many relevant keywords to relevant pages as possible.

2. Build scalable site architecture and naming conventions (think Wikipedia).

3. Make sure that humans and search engine spiders know about it.

For example, if you have 1000 pages and each one ranks for 5 keywords, then you have 5000 relevant keywords driving traffic to your website; as a result of that will produce x amount of converting visitors.

Getting from 5000 to 50,000 keywords or respective visitors requires a scalable relevance model. And to create relevance you must identify your market and craft methods to appeal to attain traction tactfully and efficiently.

Growing anything takes time and naturally you must feed a site of that magnitude (to reach 50K visitors or more with something fresh, new and unique or exciting if you ever want to see them again (not just more of the same old new same wrapped in a new dress).

So, instead of thinking of the marketplace from the ground up, you can apply the top down model and emulate formulas for SEO that already exist.

Which type of strategy would you use? More pages to create more traffic (which requires more links and more time) or less pages and a higher concentration of theming you’re content to rank for a specific keyword? It really depends on your competition and ranking objectives.

Not everyone purchases or takes the optimal conversion objective the first time they visit your website. In fact, many will never return, so which do you focus on?; first time visitors, repeat visitors or both.

You have to have the simplicity and the clarity to communicate benefits to first time visitors, yet offer enough substance for those coming back for a second or third time to evaluate your offer. Providing substantial value is one method you can use to evolve the context and engagement levels of virtually any website.

Between forums, social media, search engines, press releases, targeted promotional platforms (like classified), affiliate’s, b2b marketing and websites like craigslist, e-bay, Google product search or other targeted niche sites, you should be able to tailor a specific offer to each type of prospect to create a frenzy and achieve suitable conversion over time.

The reality is, just because you haven’t tapped into it, that traffic exists and there are consumers frequenting competitors sites using the sames keywords you could acquire if you apply SEO. You just have to create something worth entertaining to incentivise visitors and then once they do, give them a reason to come back or pass it on to others.

So instead of thinking about short-cuts, automation or bending the rules. Just consider, there are no real SEO secrets, just temporal algorithms that are bound to change.

Search results do not just magically appear on their own, you have to plant the seeds and tend the results to harvest the reward of traffic, conversion and engagement, that is the real secret of SEO.

How to Find the Best Products on the Internet…

If you’ve ever embarked on a shopping expedition on the Internet, you know it’s easy to get lost in a sea of look-alike products and copycat offers. The Internet offers everything you could ever want. In fact, it offers about 50 different versions of everything you want.

The problem is, not you or anyone else on the planet has time to sort through all the offers for the best one. That is the beauty of ClickBank storefront websites. ClickBank offers over 11,400 of the Internets best, most in-demand electronically deliverable products. But don’t be overwhelmed by the sheer number of products and opportunities ClickBank offers. Everything is appropriately categorized, making it easy to find the products and opportunities you want.

But not all ClickBank storefronts are created equal. These storefronts are run by affiliates, and most of their parent companies only allow them to sell about 20% of the products and services Clickbank offers.

CBTopSites is the only ClickBank Storefront to offer the full line of ClickBank Affiliate Marketplace products, so if you want access to the best selection, that is the place to visit.

With the vastness of the Internet expanding every minute of every day, CBTopSites strives to continuously make shopping at their ClickBank Storefronts as enjoyable as possible. Their marketplace includes an extensive selection of shopping categories, such as Business-to-Business, Computer and Internet, Fun and Entertainment, Health and Fitness, Home and Family, Marketing and Advertising, Money and Employment, Society and Culture, and Sports and Recreation.

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CBTopSites has also just announced the industry’s first search box plug-in which duplicates the abilities of the search box located on the Pro Storefront, and allows webmasters to very simply integrate this capability right into their other existing web sites. This unleashes virtually undiscovered streams of revenue for many of CBTopSites’ members.

Either way, next time you decide to do a little Internet shopping, use a CBTopSites ClickBank site and you’ll find exactly what you’re looking for in no time.

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