brad's brilliant business breakthroughs introduction
TRANSCRIPT
Defining Your Ideal Customer, Client or Patient
Starts with finding a starving crowd
Defining Your Ideal Customer, Client or Patient
Then it's all about the PROSPECT
Level 1: Demographic Information Examples
Age
Level 1: Demographic Information Examples
Gender
Level 1: Demographic Information Examples
Income
Level 1: Demographic Information Examples
Family Size
Level 1: Demographic Information Examples
Where they live
Level 1: Demographic Information Examples
Ethnicity
Level 1: Demographic Information Examples
Level of Education
Level 2: Psychographic Information Examples
Values
Level 2: Psychographic Information Examples
Interests
Level 2: Psychographic Information Examples
Hobbies
Level 2: Psychographic Information Examples
Political Affiliation
Level 2: Psychographic Information Examples
Religious Views
Level 2: Psychographic Information Examples
Lifestyle
Level 2: Psychographic Information Examples
Attitude
Level 2: Psychographic Information Examples
Personality
Level 3: “Psychic”graphic Information Example
Psychic
Level 3: “Psychic”graphic Information Example
What keeps them up at night, staring at the ceiling? Worry,
pain or frustration?
Level 3: “Psychic”graphic Information Example
What is their single biggest problem that you can solve?
Level 3: “Psychic”graphic Information Example
What do they secretly, privately desire most?
Level 3: “Psychic”graphic Information Example
Fill in the blanks for them:“If I could just _______ then ___________”
Defining Your Ideal Customer
Hope you are focusing on me the customer
Listen, these 12 words that will change your life-
"Most people fall in love with their products, instead
of their prospects!”
It’s all about me the customer
You Probably already noticed:
THEY ONLY CARE ABOUT WHAT”S IN
IT FOR THEM…
RIGHT?
SO HERE’S THE STRATEGY: PREEMINENCE
PREEMINENCE IS BEING TOTALLY FOCUSED ON ADDING VALUE FOR THE OTHER SIDE AND
UNDERSTANDING WHAT VALUE LOOKS LIKE.
It boils down to, “I’m not trying to sell you – I want to serve you.”
It’s NO SECRET……Believe it or not…Never stop engaging the
Know…
Like… &
Trust…
Nurturing…
USP
USP
Creating a Winning USP!
USPDiscover THE most important and challenging Question
you will ever answer about your business
USPWHY SHOULD I" --- YOUR PROSPECT --- "CHOOSE TO DO
BUSINESS WITH YOU INSTEAD OF ANY AND EVERY OTHER OPTION?"
USP
USP
USP
USP
FedEx: “When it absolutely,positively has to be there
overnight.”When it absolutely, positively has
to be there overnight – it’s notabout price we are willing to pay apremium if we need to get it there
overnight and fast.
USP
USPSee whether your USP meets all three guidelines:
1. "Each advertisement must make a proposition to the consumer. Each advertisement must say to the reader: 'Buy this product, and you will get this specific benefit."
USP2. "The proposition must be one that the competition either cannot, or does not, offer. It must be unique - either a uniqueness of brand or a claim not otherwise made in that particular field."
USP3. "The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product."
18 Things to Consider When Developing Your USP
1. What do you do GREAT?
18 Things to Consider When Developing Your USP
2. How it will BENEFIT your TARGET MARKET?
18 Things to Consider When Developing Your USP
3. Clearly identifies your TARGET MARKET
18 Things to Consider When Developing Your USP
4. OPPORTUNITY GAP: What VOID in the Marketplace can you fulfill?
18 Things to Consider When Developing Your USP
5. Should be SHORT and EASY to RELAY
18 Things to Consider When Developing Your USP
6. Once someone hears it, will it begin a conversation?
7. A GREAT GUARANTEE18 Things to Consider When Developing Your USP
18 Things to Consider When Developing Your USP
8. Delivers SPEED
9. Believable18 Things to Consider When Developing Your USP
18 Things to Consider When Developing Your USP
10. A BIG PROMISE
18 Things to Consider When Developing Your USP
11. What do People HATE that you can FIX?
18 Things to Consider When Developing Your USP
12. PRICE Advantage
18 Things to Consider When Developing Your USP
13. How It's PAID FOR as an Advantage
18 Things to Consider When Developing Your USP
14. What do your CUSTOMERS EXPERIENCE?
15. SALES PROCESS Advantage18 Things to Consider When Developing Your USP
18 Things to Consider When Developing Your USP
16. NICHE
18 Things to Consider When Developing Your USP
17. PERSONALITY
18 Things to Consider When Developing Your USP
18. Combination of all of the above
Final Comments About Creating A Great "USP"
It's work to develop a great USP and it...
Final Comments About Creating A Great "USP"
Requires a great deal of thought and...
Final Comments About Creating A Great "USP"
Requires RESEARCH from Customers, Co-Workers, and Competition
Final Comments About Creating A Great "USP"
It can/could CHANGE and you will need to be constantly on the lookout for a new one.
But …When properly accomplished it provides you with a HUGE competitive advantage.