By Stanford Smith On New Years Day, I can't help but get a little what would you call it "Introspective?" Like you, I look at the past year and give it a label. This label helps me figure out what I did in 2006, and helps me set my goals for 2007. And as I went through my emails and read past articles, I came to the conclusion that 2006 was the "Year of the Offer" or what the marketing gurus call the Unique Selling Proposition (USP). Here's what some popular USPs look like: "The One Time Offer" "You will only see this great offer once and then it's gone forever!" "Free Shipping" You qualify for free shipping so it's like you have an extra $20 to spend! "Buy One Get One Free!" This offer is as American as Apple Pie and Baseball grab two handfuls for the price of one! These USPs work, but they are not the critical ingredient that an entrepreneur needs to start and grow a successful business. Through my research of over 50 Billionaire entrepreneurs, I've discovered that all of them have one thing in common. The common thread is that they all have what I call "A Unique Expertise Proposition. And I believe that to have a breakthrough year in 2007; you must make take the time to discover and implement your own "Unique Expertise Proposition". It is simple to identify a good Unique Expertise Proposition; in fact, great Unique Expertise Propositions are all around you. Here is a few that I have heard in just the last 15 minutes: I will transform your home into a castle
I can change your workplace into a creative laboratory
I can make your relationship with your children fulfilling, love-filled, and hassle free
I rehabilitate dogs, I train Owners (Thanks Cesar "The Dog Whisperer") These statements are Unique Expertise Proposition because they inspire and empower the imagination of their potential customers. These businesses were able to pull them off because they built their business around their UEP You're probably thinking "Wait a second Stan, Isn't this Just a Unique Selling Proposition" Nope, A Unique Selling Proposition focuses on "how you wrap" a product. Here are some examples that you may have seen: "Get All This for Free!" This is a low-risk product. No money required just give me your email and name and it's yours! "Money Back Guarantee" - You're spending money for this product but if you don't like it no problem, I will give you your money back! "Get These Free Bonuses!" You may feel that $97 is too much to spend on a piece of software but with these free bonuses you are really getting a bargain. "Buy One Get One Free!" - Who wants to get 2 and only pay for one? It works with Pizza and it works with my product too! On the other hand, A Unique Expertise Proposition focuses on "Your" unique Expertise; the talent that you bring to your business that gives it its vision, its spark, and its appeal. Remember, people don't buy products they buy people and how these people make them feel. To give you a better idea of what I am talking about look at these companies Unique Expertise Proposition: Nike's Peak Athletic Performance
George Lucas "2 Hours of Engaging Fantasy"
Google Relevant Information
Your Business ( Fill in the blank ) The business owner that discovers and implements their Unique Expertise Proposition can enjoy these benefits: Creates Loyal Customer Evangelists Your customers will be the first ones to experience the power of your UEP. These customers will understand why your business is special and they will not hesitate to tell others. Essentially, your Unique Expertise Proposition will create an army of people who advertise your product for free. Makes You A "Premium" business not a "Lowest Cost Business" Businesses with a simple Unique Selling Proposition inevitably get dragged into "price war". However, a business that has a UEP appeals to their customer's emotional "sweet spot", the spot where price isn't the number one reason why the customer purchases your product. So, before you dive into 2007, take a moment to craft your Unique Expertise Proposition. Write it down, and then pull out your marketing plan and create ways to deliver your new UEP in your everyday interaction with your customers. A few minutes invested now, will reap you huge rewards in 2007. Stan "The Ideas Man" Smith is the author of the popular "Billion Dollar Marketing Secret" eReports and the Founder of the Billionaire Marketing Club. Click Here to Claim Your Complimentary Copy of The Billion Dollar Marketing Secret Article Source: http://EzineArticles.com/?expert=Stanford_Smith http://EzineArticles.com/?What-is-Your-Unique-Expertise-Proposition?-and-How-to-Have-A-Breakthrough-Year-in-2007&id=400965 purchase phentermine diet pills
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