A USP Is Not A Slogan.
When most real estate investors decide they are going to make a study of advertising and marketing to start finding motivated sellers, what they usually end up with is a slogan.
Now, when we talk about a USP what we are not talking about is an advertising a slogan. When you get more financially stable, or if you are financially solid already, investing aggressively in marketing your USP a positive step you can take for your business to change how your business is perceived. But a USP is much, much more than a plain old advertising slogan.
We are not trying to be cute, or funny, or clever here. The positioning you create for your business (and how your USP articulates your positioning) will change how you are thought of, and will have an impact on all facets of
your business, not just the marketing you do.
Your USP Is Much More Than An Advertising Slogan - It articulates Your “Positioning” - Allowing The Prospects To File Away In Their Mind What You Mean To Them - And It Forms The Basis Of How You Do Business!
For example, I’ve tested quite a few USP’s over the last couple of years, but the one that has had the most consistent impact is “I Will Buy Your Unwanted Home In 7 Days, CASH! Guaranteed!” I eventually began advertising this USP as well as putting it on every other correspondence my business sent out.
Before I started really going to town with advertising this USP though, I took several steps to try to ingrain this positioning in my prospects minds:
- I made sure I had the ability to follow through with this offer when deals met my cash criteria:
- I hooked up with private lenders I knew could deliver when I had a property I could buy cheap.
- I developed a relationship with a fire-breathing butt-kicking mortgage broker who prided him/her self on getting the most unlikely buyer loan apps approved, and then closed in my timeframe, so I could cash out Option deals quickly.
- I consulted with an attorney and got the necessary legal documentation to protect me against the misuse of this offer.
- I made sure I knew everything about land trusts, closing documents, and title transfer to take properties over when people wanted to just give their houses to me.
- I trained all my staff to be intelligently conversant about our buying programs.
- I made sure it was on a sign in the yard of every house we had for sale at any given time.
- I made sure it was on every piece of correspondence that left my office. Etc, etc, etc.
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Ben Innes-Ker is a father, best-selling author, and real estate investing warrior. He has developed the "Motivated Seller Magnet" to help real estate entrepreneurs attract more motivated sellers with less effort and increase profits. To receive your 23 page special report outlining how anyone interested in finding motivated sellers can achieve this too, visit: http://www.motivatedsellermagnet.net
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Now, when we talk about a USP what we are not talking about is an advertising a slogan. When you get more financially stable, or if you are financially solid already, investing aggressively in marketing your USP a positive step you can take for your business to change how your business is perceived. But a USP is much, much more than a plain old advertising slogan.
We are not trying to be cute, or funny, or clever here. The positioning you create for your business (and how your USP articulates your positioning) will change how you are thought of, and will have an impact on all facets of
your business, not just the marketing you do.
Your USP Is Much More Than An Advertising Slogan - It articulates Your “Positioning” - Allowing The Prospects To File Away In Their Mind What You Mean To Them - And It Forms The Basis Of How You Do Business!
For example, I’ve tested quite a few USP’s over the last couple of years, but the one that has had the most consistent impact is “I Will Buy Your Unwanted Home In 7 Days, CASH! Guaranteed!” I eventually began advertising this USP as well as putting it on every other correspondence my business sent out.
Before I started really going to town with advertising this USP though, I took several steps to try to ingrain this positioning in my prospects minds:
- I made sure I had the ability to follow through with this offer when deals met my cash criteria:
- I hooked up with private lenders I knew could deliver when I had a property I could buy cheap.
- I developed a relationship with a fire-breathing butt-kicking mortgage broker who prided him/her self on getting the most unlikely buyer loan apps approved, and then closed in my timeframe, so I could cash out Option deals quickly.
- I consulted with an attorney and got the necessary legal documentation to protect me against the misuse of this offer.
- I made sure I knew everything about land trusts, closing documents, and title transfer to take properties over when people wanted to just give their houses to me.
- I trained all my staff to be intelligently conversant about our buying programs.
- I made sure it was on a sign in the yard of every house we had for sale at any given time.
- I made sure it was on every piece of correspondence that left my office. Etc, etc, etc.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ben Innes-Ker is a father, best-selling author, and real estate investing warrior. He has developed the "Motivated Seller Magnet" to help real estate entrepreneurs attract more motivated sellers with less effort and increase profits. To receive your 23 page special report outlining how anyone interested in finding motivated sellers can achieve this too, visit: http://www.motivatedsellermagnet.net
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
posted by benji at 7:52 AM
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