What’s In It For Me? A Fresh Look At The USP Of Your Business

by Sandi Krakowski on September 2, 2010

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    iStock 000005682045XSmall1 Whats In It For Me? A Fresh Look At The USP Of Your Business

    What's In It For Me? A Fresh Look At The USP Of Your Business 

    By Sandi Krakowski


    Beginning business builders have a soft spot in my heart. I remember how it was to work my way through the guesswork, the systems and the tasks of every single day in my new business. Managing a family, homeschooling my children and just the everyday activities that go with these two things put me in a position where decisions had to be made quickly or I would fail. 

    To many this might sound like a risk but it actually proved to be very valuable in my career of building businesses. Being forced to make quick decisions, act on what I could and aim later was a normal way of doing business. It wasn't until Michael Masterson stated that the "Ready Fire Aim" approach was how millionaires operated that I realized I might know a few things about business. Previously I just thought it was a case of "Mommy ADD" and I just had to wing it. 

    But guessing and firing without knowledge isn't the best way to build a business. Especially when it comes to basic marketing skills and understanding how to create attention and response for your products or services. 
    As I work with clients in businesses ranging from start up (less than $ 50,000 in profits) to those more accomplished ( more than $ 2 million in profits) it has become very apparent to me that many people struggle with the idea of a Unique Selling Proposition. Some businesses are actually operating with one that don't even have a clue they are doing so well. Others think they are doing great with their USP and are sorely mistaken.

    How do you find a USP anyways?

    A Unique Selling Proposition is something that makes copy convert better, traffic stay longer and deeper relationships are made within your client base. It is what sets you apart from every other company online. The USP of your company and product is what can cause it to go viral very quickly or… remain dormant forever.

    Here's an example:  Let's say you market a weight loss product that literally changes the way the body works thus causing pounds to drop off more quickly.  Furthermore, when you've had this product tested by over 100 people it was quite obvious that no matter who took it, the results were always astounding. 

    If your marketing pointed towards fast weight loss, a smaller tummy and a tighter buttocks you might sell a couple hundred or even thousands of products. However, if your USP was that your product is the only one on the market that does not demand you eat a low sugar diet and it is easy to follow AND tastes great, you now have a nice USP and a million dollar marketing plan.

    Let's look at how you get there.

    What does your product or service do for me, the customer. "What is IN it for me?" is what everyone is asking before they make a purchase.  GIVE ME the benefits.
    Here they are:

    1. You don't have to follow a low glycemic diet to lose weight any longer
    2. You can eat your cake and still lose weight too
    3. Losing weight happens even if you're in menopause, have a health challenge or have never succeeded in losing weight before

    Now… .let's craft a killer USP that no one can refuse.  This will lead to your OFFER.
    "Even if you've failed every diet known to man- this is the last program you'll ever follow!"
    And……This is the program that unanimously, every person who tried it lost weight on. Without starving the body of foods that taste good, sugar or sweets. 

    Going far beyond just simple weight loss, trimmer waistline and a tighter booty you now have a USP that would be hard to beat.

    Marketing 101 says you must have the 4 U's to succeed:

    Ultra- Specific
    Unbeatable Proof
    Unable to Resist

    In your sales copy, your emails, your Facebook posts and your tweets tell me what is so unique. When you write out the landing page give me everything you've got that shows me it's ultra-specific and I can't find this kind of product at Walmart or Target. Hammer me with bullets and bullets of testimonials and raving results. Then offer me something I can't refuse like a 120 day trial or my money back AND free shipping.

    This is the making of an amazing marketing campaign. It's also one of my laser-sharp tools that I use when helping a company or client re-craft their message, offer and their sales copy.

    Guess what? It works every single time. 

    Clients have hired me to come to their place of business or their office and spend an entire day going through their USP, their sales copy, their current conversion, their marketing channels and everything they are using to build their business.

    We don't spend an entire day talking about their header in WordPress, their email program or their fonts and colors on the page. These are secondary issues.
    We hit it hard at my "VIP Day With Sandi" what really produces cold hard cash.

    As you build your website and you learn how to work your way through WordPress please remember this simple fact that I learned from my good friend Rich Schefren of Strategic Profits -
    "Your HOW ( the systems, processes and technical sides of business) don't matter at all if you haven't gotten the WHAT down pat yet."

    This is the key to your WHAT. Find it…. and you'll slam dunk the competition and never be begging for bread again.
    And now…. you can do it yourself!  Have a great time finding your USP…. it will pay you handsomely if you do. 


    facebookpink 150x150 Whats In It For Me? A Fresh Look At The USP Of Your Business  Sandi Krakowski spent 6 years in the Direct Sales industry building a $ 4 million dollar company that was run 100% online through eCommerce, building large sales forces in network marketing and home business industries. After earning $ 1.8 million dollars in a home based business market in 31 months, she went onto build a 7-figure marketing and copywriting firm in just 20 months. Currently she runs one of the fastest growing training venues teaching beginners to experts how to really use the internet to it's fullest capacity.

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      { 30 comments… read them below or add one }

      1 Rae & Mark September 2, 2010 at 7:41 am


      What has been your experience of developing a USP when doing affiliate marketing and/or selling other people’s goods and services?


      Rae & Mark

      2 Dennis September 2, 2010 at 3:26 pm

      This is an excellent article on USP, the backbone of any business. Outstanding information. Thank you

      3 Sandi Krakowski September 2, 2010 at 3:38 pm

      Hi Rae and Mark, No matter what you’re selling it is the same. USP for a copywriting and services would be created much the same way as a USP for an affiliate marketer with a diet product, teeth whitening or insurance, etc. I’ve spent more than 12 years selling other’s products or doing their marketing- no I market my own products. So it’s all the same and everything I ‘ve written in applicable. :)

      4 Sharon Wegner September 2, 2010 at 3:38 pm

      Another great piece of information and one that really helped me get clear on what I do and why.

      5 Rob September 2, 2010 at 3:56 pm

      So many businesses have no well-defined differentiation from their competition. I always try to answer the question: “Why should I buy from you, as opposed to all the available options, including doing nothing?”

      Seize the Day,
      Survival Rob

      Simple Family Survival Tips For Disasters and Emergencies

      6 Carla September 2, 2010 at 5:02 pm

      Holy Cow, Sandi!

      Not only did the light bulb explode in my office but the disco ball is throwing light all over the dang place.

      Yep, you got it, I got it! You just rock…the way you bring tips to us is nothing short of amazing. I felt like you were talking with me, standing over my shoulder pointing to the next step.

      Dang, you didn’t have to slap me up aside my head, Girl…lol. Thank you so much this is exactly what I needed to hear, read and digest. My notepad is full and I got it…see you on the other side and in line at the bank.


      7 Eva September 2, 2010 at 6:56 pm

      Hi Sandy!
      You give great information about a world that’s completely unknown for me! Hope to learn loads!

      8 Rhonda September 2, 2010 at 8:54 pm

      What perfect timing you have. Maybe you really do have spy cams all over the place. Today is the day of the week I send out my newsletter and I gave a little taste of a new product I have coming out soon. What you shared today about USP helped me to write a jamming tease for something great! Thanks Sandi.

      9 Christian Haller September 3, 2010 at 12:23 am

      I look forward to applying your expertise to my business!

      10 james samy September 3, 2010 at 3:14 am

      Thanks Sandi for sharing all this information. Once again you have given more than anyone could ask from you.

      Thank yoy

      11 Don Hill September 3, 2010 at 3:42 am

      This is really great, I’m getting all fired up.
      This kind of sounds like branding to me.


      12 Andrew September 3, 2010 at 5:42 am

      Great information! I’ll try to apply that now!

      13 Dennis September 3, 2010 at 6:59 pm

      Let’s see…your USP makes copy convert better, traffic stay longer, and promotes deeper relationships with your client base. I think you just hit all the major keys to building a succesful online business. Great work!

      14 Bryan September 3, 2010 at 7:16 pm

      I’m looking forwrad to reading this. I love the USP and strive for it as a salesperson.



      15 Kevin Hogan September 3, 2010 at 9:05 pm

      You are fantastic at so many levels.

      16 Sandi Krakowski September 4, 2010 at 2:01 am

      Hey Dennis, I appreciate all your comments and insights. Look forward to meeting you in Kevin’s group soon! :)

      17 Sandi Krakowski September 4, 2010 at 2:01 am

      Thanks Bryan! Great to see you here :)

      18 Sandi Krakowski September 4, 2010 at 2:01 am

      Thank you Kevin! Looking forward to seeing you next week & the entire Inner circle! :)

      19 Sandi Krakowski September 4, 2010 at 2:02 am

      Hi Eva! Anything I can do to help, you let me know. :)

      20 G.E. Moon II September 4, 2010 at 8:41 am

      Very powerful information. I’m looking forward to learning more.

      Yours In Health!

      G.E. Moon II

      21 Eileen O'Neill September 4, 2010 at 10:36 am

      Thanks Sandi,

      Love the way to weave your story in with your “take-home” points. I’ve read a lot on USP – but you state it so “down-home: meat n potatoes” simple and clear!

      Can’t wait to learn more…

      Happy Labor Day weekend,

      Are you making Social Media WORK for you?

      22 Eileen O'Neill September 4, 2010 at 10:39 am

      Thanks Sandi,

      Love the way to weave your story in with your “take-home” points. I’ve read a lot on USP – but you state it so “down-home: meat n potatoes” simple and clear!

      Can’t wait to learn more…

      Happy Labor Day weekend,

      Are you making Social Media WORK for you?

      23 Jandy Quismundo September 4, 2010 at 5:02 pm

      I love this article. You are a great success. You have done what I have always wanted to do. I must be under your tutelage.


      24 Alec Grebis September 4, 2010 at 5:55 pm

      I’ve read about the idea of USPs for years, but I don’t ever remember seeing the “4 Us’ before. That was very helpful for me. Thanks for that tip

      25 Ron September 5, 2010 at 12:25 am

      I think your page looks very professional and this is the kind of stuff i would like to achieve one day.

      26 Dennis September 5, 2010 at 3:18 am

      I have read this article through a couple of times now and, as I so often find in other areas, there is so much great information here that a single reading just isn’t enough. Every time I read through it, I learn something new.

      27 Alg4 September 5, 2010 at 11:43 am

      Sandi great article spelling out exactly what U.S.P is most people dont understand that is what will drive their business…looking forward to learning more from somebody who has done it and is clearly a success


      28 Karen Van Ness September 5, 2010 at 10:38 pm

      Hi Sandi, What a great article! It seems like the USP you develop for your product – or even your overall product line, niche or brand – is the most important first step you can take. But I know I struggle with this, such as how to make it more precise, and how to make it more powerful or compelling. I’m looking forward to the insights and information you can share with our group based on your own success in building businesses. Thanks for the great information on your blog!

      Karen Van Ness

      29 Golf Cart Covers January 28, 2011 at 8:03 pm

      Ah!!! at last I discovered what I was looking for. Somtimes it takes so much effort to come across even tiny useful piece of knowledge.

      30 RV Covers January 31, 2011 at 1:24 pm

      Super-Duper web site! I’m loving it!! Will come back again – taking you feeds also, Thanks.

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