Forgetting USP Is a Common Factor In Business Failure Says International Marketing Coach

Andrew Hiddleston CEO of, explains how marketing without a USP is a common cause of failure. Differentiating from the competition is not only wise, it’s essential in today’s competitive online environment.
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Toronto - Ontario - Canada

Jan. 22, 2013 - PRLog -- “If there’s nothing unique or special about you, why would I come back? why would I tell my friends about it?” Andrew Hiddleston, CEO of recently shared. This week he discussed the popular topic of standing out from competitors ( or “average” internet marketers. “A USP is essential, but it needs to be realistic and you need to follow it” Hiddleston explained.

“It’s (USP) why your customers buy from you and not your number #1 competitor. Your customers also talk about it and advertise to their friends (for free) because they believe in you or the product”. Hiddleston continued “It brings customers to you”.

He pointed out, “It’s not a motto or a jinggly catch phrase. Your USP should grab the attention of your most desired and targeted ideal prospect. It should also intact and indicate the end result that they would like to achieve.  But more important than those two things, your USP is the specific reason that your prospect picks you and not the competitor one. It’s the reason that I’ll go and buy from you and not your biggest competitor. It’s that core reason that keeps people coming back.”

He also shared a great way to quickly create your very own USP, “A great formula you can use to come up with your own USP was created by John Carlton, the legendary  web copywriter and this is his essential model “I/we help a {group of people}do [ benefit] [better than] [anybody else]. And you’ll see on the screen right now you essentially use this model and fill in the blanks, so where the square borders are, you would fill in your own answers and you would create your own USP. This is a great starting point if you don’t have anything or you’re not sure on how you’re supposed to create it, because remember your USP will be the core of your business and the core of your company.”

The bottom line is that a lot of successful internet businesses actually depend on their site to generate a return on traffic. You can always create your own selling proposition and see that it appeals to your audience. Andrew recommended testing different USP statements with PPC traffic and see which responds best to your target market.

To keep your website’s visitors coming by using a unique selling proposition, it has to be over-all attractive and compelling to your audience.

Hiddleston added in finality, “Everything you do from creating products and services to the actual business moves you make, will be driven by your USP, so it’s essential that you do not only have one but you have a very good one.”

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Tags:Business, Internet Marketing, Online Business, Video Marketing, Usp
Industry:Business, Marketing
Location:Toronto - Ontario - Canada
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