1. Today’s Objectives See the importance of defining the specific features/benefits of a product when compared to competition Demonstrate the ability to identify a unique selling proposition Integrate a unique selling proposition into a sales plan

2. An attribute of a product or business that separates it from the competition 1.Guarantees 2.Price 3.Something exclusive to the particular company

3. 1.Be able to capture its essence in slogans or branding  Connect to core values (the WHY) if/when possible. 2.Meaningful to the target market 3.Specific 4.Create desire and urgency 5.Last the entire life of the product and brand

4. 1.Get a product. Find something unique about it (feature/benefit) 2.List the buying motives of the target market 3.Compare your product with competitors. How well does it fulfill wants & needs in comparison? 4.Articulate (write down) your USP using the info gathered 5.USE IT ! – Integrate with ALL parts of business Ads, business cards, signs, letterhead, web site, etc. Constantly Repeat the USP

5. Visit the following web site: http://thinktraffic.net/10-examples-of-killer-unique-selling-propositions-on-the-web Nine examples are given of USP’s. Read through all the examples. Choose the one you find the most interesting. Write a paragraph explaining why you chose it and what about it is interesting to you. We prepared to read your paragraph out loud to the class. Show depth in your writing. This assignment in your notebook folder is worth 3 points but must be completed. Hint: If you feel intrigued enough to find out more about the business by visiting their web site, then that is likely your choice. Also, you will notice #10 contains a link to The Ultimate Guide to Finding your Unique Selling Proposition. This is a really great read!