TAILIEUCHUNG - The USP Myth: Why USPs Are An Antiquated Concept By Jason Fladlien

USP stands for unique selling proposition. It was coined by Rosser Reeves in the 1940's. It's dated and not as applicable as it once was. The purpose of a USP was to develop a UNIQUE offer to your target market that was either not being offered by your competitors - or was not being offered as well as you could offer it. The most famous example of a USP is Dominos pizza. When Tom Monaghan started Dominos, he was losing money and on the verge of bankruptcy. That's when he create perhaps the most FAMOUS USP of all time -. | The USP Myth Why USPs Are An Antiquated Concept By Jason Fladlien Published by JTD Creatives at Smashwords Copyright 2010 Jason Fladlien License Notes Thank you for downloading this free ebook. This free ebook may be copied distributed reposted reprinted and shared provided it appears in its entirety without alteration and the reader is not charged to access it. Intro USP stands for unique selling proposition. It was coined by Rosser Reeves in the 1940 s. It s dated and not as applicable as it once was. The purpose of a USP was to develop a UNIQUE offer to your target market that was either not being offered by your competitors - or was not being offered as well as you could offer it. The most famous example of a USP is Dominos pizza. When Tom Monaghan started Dominos he was losing money and on the verge of bankruptcy. That s when he create perhaps the most FAMOUS USP of all time - Fresh hot pizza delivered in 30 minutes or less guaranteed And on the strength of that single USP he turned a failing enterprise into a billion dollar empire Pretty powerful stuff huh But guess what - does dominos use that USP today The answer No And here s why - the competition knocked it off to the point that it was not unique anymore. The good news - it took many years for this to happen and in the meantime Tom Monaghan became one of the richest men in the world. So not a bad trade-off. But that was then - and this is now. One more example - FedEx is another company that had a very famous USP. Theirs was this When it absolutely positively MUST be there overnight . And on the strength of that message they created a delivery business dynasty. Do they use that USP today Nope. In fact they only used it for 5 years. What happened Competition and the changing needs of the marketplace. That was then this is now. The Hyper-activity Of The Internet If you re like most people reading this you want to use the internet to sell information problem. Info products are a dream to sell. They cost .

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