To find
your USP so you can create TMA, you need PMS!
(no I'm not talking about that PMS!)
To find your Unique Selling Proposition so that you can create Top of Mind Awareness in your customers you need to do 3 specific things:
1.) Know your Product
2.) Know your Market
3.) Know your Strategy
Okay, lets go over some definitions. starting with USP...
U: we see that it must be Unique.
This means that our marketing must place us in a position that is differentiated from everyone else who claims to be selling anything like what we are selling. We must not just be different, but better, and we need to be able to communicate that fact.
S: We must be Selling.
We need to actively integrating our marketing messages and our strategic approach to bringing our products to to the prospect. We must be actively insuring that our prospects think of us first when they think of the types of products or services we sell, and we need to be constantly improving and upgrading that message.
P: This is a Propisition.
We are proposing to the customer that they should purchase our product or service and we need to be able to tell them why they should. There are so many other "suitors" out there that are just as willing to make a proposition to them. How do we get them to accept ours?
The answer is first to create Top of Mind Awareness in our prospects. Basically we need to be the first thing that comes up in their "inner search engine" when they ask themselves the question "who can solve this problem for me?" or "who can provide this product for me?" or "where can I get one of those...?".
To create a USP and to instill TMA, you need PMS: a Product, a Market, and a Strategy. If you are a student of Dan Kennedy you will notice from the USP triangle below that the PMS idea encompasses his "Media, Marketing, Message" triangle. They are, in fact, the same thing, except that I have tailored it for discovering and/or building a businesses USP.
Market:Product:Strategy: