The theory behind the USP states that such campaigns made unique propositions to the customer that convinced them to switch brands. Reeves worked at Ted Bates & Company and at the time it was the culminating expression of service or product differentiation.
Kahneman’s thesis is that the human animal is systematically illogical. Not only will your prospect wrongly assess situations, but will do so following fairly predictable patterns. Moreover, the patterns that they follow are grounded in our primate ancestry, and emotions drive most of our decision making.
Since thinking is metabolically expensive, with 20% of our energy intake going to the brain, the hardwired and fast thinking “System 1” is used more often. And, since slow thinking is expensive, the human body is programmed to avoid it. Humans will not invoke the slow thinking “System 2” machinery unless it is absolutely needed.
Kahneman’s findings add to the growing evidence that emotions produce an increased reliance on System 1 and make it the primary motivator in decision making. Fear being the primary motivator.
[bctt tweet=”So, now I ask you, What is your Emotionally Charged Unique Selling Proposition?” via=”no”]
I want you to revisit your Value Proposition, the features you listed in cell number four of the Rainmaker’s Canvas. Look at the list of features you wrote down in your Value Proposition, and on a separate piece of paper, name the features and the benefits associated with each.
As you look at the features and benefits, focus on the benefits and identify the one unique benefit that either does not exist in any competitor’s service claims, or one that they do not provide.
Then, analyze that feature or benefit and assure yourself that it is a real reason your prospect would be motivated to use your services, that it is not just puffery, like “Best,” “Fastest,” “Newest” or some other unprovable claim.
You should be able to say “Engage our services, for this specific benefit!” This admonition must be emotionally strong enough to motivate your target prospect. Your Milton.
Then, ask yourself “Why?” Why would your Milton be motivated by your newfound USP? What is the hot spot that will motivate your Milton to take an action?
Philadelphia-based direct marketing guru Denny Hatch teaches that emotional appeals make prospects sit up and pay attention.
In a nutshell, Denny says that there are seven emotional motivators that you should use in any marketing campaign. They are, in an order of their strength and usefulness, Fear, Greed, Guilt, Anger, Exclusivity, Salvation, and Flattery.
Since you absolutely must communicate your irresistible offer to your prospect, your Milton, you are going to have to enter the world of marketing copywriting, and learn to use these seven motivators while crafting your Emotionally Charged USP.
So, once again I ask you, “What is your Emotionally Charged Unique Selling Proposition?”
And, yes, I know that you are not a copywriter.
But, after this session, you will be. You are about to get the most targeted and powerful copywriting training in the world.
Which means it’s time for me to introduce a new worksheet. Print out and take a look at the Rainmaker’s Copy Planning worksheet.
Now take a good look at it and start making some decisions when you are filling out the top section.
These should be the details that you have been developing. Who is your “Milton?” Describe your “Milton.” What does your Milton need or want? What size market is Milton in? Will you be using an Archer, Brander, Clumper or Developer Strategy to reach Milton?
And, what is your Value Proposition, a.k.a. Your Unique Selling Proposition? What solution are you proposing to fill Milton’s needs, wants or desires?
Next, identify your direct competitors, and the substitutes that are available to your target Milton, and list the ways in which your competition attempts to solve “Miltons” need or want.
Compare your solution to the alternatives and describe the differences in comparative terms like more, less, broader, faster, more useful, simplest, etc. These are going to become the benefits of using you and your services or products.
Your next step is to prove your claims of superiority by answering the question of “Why?” Why is your feature better? What is causing you to feel as if you can make this claim?
In the next column, start writing down your Why’s. Is your advantage because of technology that is not available to your competitors, is there a legal advantage you can claim, do you have an exclusive knowledge or ability, or do you have greater experience? Whatever proof you can offer, list it here, so you can show how the benefit you offer is the best solution to your target markets needs.
In the next column, start matching up the needs and wants of your target Milton with the solution you have proposed. And, once you have done that, evaluate your solution against each of your target markets needs, fears, or wants, and evaluate your solution against your Milton’s fears, wants and needs. Do you have a powerful solution, and a strong proof that you can deliver that solution?
Rate each solution in order of the power of your solution to your target Milton’s wants, needs and fears.
Next, write down ideas that will motivate your Milton to act.
Describe how Milton will benefit.
Will Milton get something, will he/she earn something, achieve a goal, avoid a hurt or damage? Write down your motivator. Write down what will motivate Milton to take the action you desire.
Finally, pull out a separate piece of paper and start scribbling down ideas for using these details to communicate your Irresistible Offer. From the Motivators you have developed, and the Proof you have shown, develop a message that communicates your Irresistible Offer with the highest ROI you can deliver to Milton.
Once you have your message developed, place it in Box #5 on your Rainmaker’s Canvas.
Together, these two sessions will turn your Value Proposition into a “client magnet.” (Okay, you guys out there thought I meant “Chick Magnet,” didn’t you?)
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