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Know Thyself. What’s a USP?

We have all heard the term “elevator pitch”. This refers to a 30 second or so distillation of your sales message delivered to somebody on a short 30 second elevator ride together. This can also be called the Unique Selling Proposition (USP). Once you define and refine your USP you now have your “story”. All sales happen within a conversation and nothing works better than a story.  

Step One: Identify a universal need.

Discover what business you are truly in. Identity a need that almost everybody has. The broader the group it applies to the better. State it in such a way that touches upon the exact pain that group experiences when they have that need.

EXAMPLE: Do you know how no matter what you do, you feel older every year?

EXAMPLE : Do you know how it seems you never have enough hours in the day?

EXAMPLE : We all want a beautiful yard and landscape, but we never have the time to do the work?

Step Two: Solve the universal need

If you have a successful business, then chances are you already solve some kind kind of universal need. The process of the distilling you entire sales message to this two part statement is very powerful for helping you refine your entire sales message

EXAMPLE: Do you know how, no matter what you do, you feel older every year? Our fitness program makes you feel younger every year.

EXAMPLE : Do you know how it seems you never have enough hours in the day? Our handheld productivity technology helps you get more done in half the time.

EXAMPLE : Do you know how it seems you never have enough hours in the day?

EXAMPLE : We all want a beautiful yard and landscape, but we never have the time to do the work? Well our company makes sure you always have a beautiful yard that you’re proud of, but we make sure that you never lift a finger.

Now Use It

You have the utimate powerful, concise message summarizing exactly you solve the BIG problems for BIG groups of people. Now you need to stick to your guns and and use that message in every communication, email, web page, video, letterhead and phone call.

Short and Powerful.

By solving a universal need, you have created the ultimate elevator pitch. By using the two part formula above you end up with a simple, yet powerful 15 second pitch. That will leave 15 more seconds of silence to let your message sink in.