Upmarket Positioning For Prosperity & Wealth
If you want prosperity, you need an upmarket product/service targeted at the wealthier customer.
This has the most generous potential reward ratio. You know that. I know that. Everybody *should* know that.
So why do so many businesses fail here so. damn. badly?!?
I’ll tell. But first, here’s a common objection we see from talking to customers that reveals a misguided belief:
I don’t need marketing because we already have so many customers we’ve practically built a fortress.
Chrysler once distinguished itself as the only American car maker to … have airbags. It worked for them for a short time. Of course, this USP didn’t have a moat. Competition caught up—and FAST.
The miss guided belief is simple: we are perfectly fine doing what we have always done… and that wouldn’t be bad if these people had a genuinely distinguished offer… but 9 times out of 10 they don’t.
Typically they make two fundamental errors:
1) Competing on price
2) Positioning themselves as “the best”
Couple things here:
1) resting on laurels is NEVER a good idea.
2) Being? PERFECT reason to invest in marketing.
I mean think about it, when else are you going to be able to invest in your business? … When the competition has caught up and its too late?!?
Of course, a Unique Selling Proposition (USP) is not a new term, yet I rarely see a business that actually has one!
Here’s a few ways to think about USP’s
1. A way of to feature your differentials upfront.
2. Communicating a summary of the prime benefits of the business, product, or service.
3. Expressing the theme of your business, product, or service.
There are an endless number of potenital *angles* for your USP: price, product positioning, place, color, size, scent, celebrity endorsement, location, hours of operation, and on and on.
Yet, even with this extensive list, you might be thinking … *how do I define a USP that appeals to the rich and wealthy?*
Well … first of all, just by having one that *isn’t* A) price or B) “the best”, you’ll typically be ahead.
But if you need ideas, I’ve got you covered. Introducing:
The Tear It Up Conquests #1: Nailing Your USP For Profit, Consistency & Security
Pre order your copy here: >>>TBC<<<
Or, if you’d rather get this done FOR you, reach out for what is *currently* a free consult here:
