- by Rory Ramsden
Most authors are lucky to sell 10,000 copies of their books. Yet as of June 2011, J.K. Rowling has sold about 450 million copies of The Harry Potter Series
What is the fundamental difference between the two? It is simply this… The best sellers, be they authors, marketers or product launch managers have each got a core concept that is unique and attention grabbing.
If you have not got one for your new product launch, develop one now. Better late than never. The best time to do so is before you create the product in the first place.
There are 2 Steps…
Step #1 – Define Your Unique Selling Proposition (USP) – What is the one reason people should buy from you rather than a competitor. Your USP can also be described as a unique buying advantage. So write yours down in 140 characters or less. Here’s the best process for coming up with one. For each feature of your product there is a corresponding Advantage and a benefit. List all the benefits that your product offers. Some of them will be unique. Pick the most powerful one as your USP
Step #2 – Surface the Concepts Behind Your USP or Your Unique Sexy Promise – With your USP or unique sexy promise in front of you, it’s time to ask yourself this crucial question… What would need to be true for every single prospect in my marketplace to place a higher value on my USP or promise than anyone else’s USP or promise? My suggestion here is to not stop with one answer. Instead, brainstorm as many as you can come up with. Then pick the strongest one on your list as your Core Concept.
Now you have it, you are ready to apply it to every facet of your product launch and in so doing transform your ROI. People will instantly get what the gist of what your launch is all about. You see our brains crave meaning before detail and your unique sexy promise is there to deliver it to them quickly and easily
The instant impact you will achieve will literally stop your audience’s train of thought and make them want to know more. Now you’ve got their attention, don’t waste a second. Substantiate that promise and move on…