Brad's Brilliant Business Breakthroughs Introduction
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Transcript of Brad's Brilliant Business Breakthroughs Introduction
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Defining Your Ideal Customer, Client or Patient
Starts with finding a starving crowd
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Defining Your Ideal Customer, Client or Patient
Then it's all about the PROSPECT
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Level 1: Demographic Information Examples
Age
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Level 1: Demographic Information Examples
Gender
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Level 1: Demographic Information Examples
Income
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Level 1: Demographic Information Examples
Family Size
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Level 1: Demographic Information Examples
Where they live
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Level 1: Demographic Information Examples
Ethnicity
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Level 1: Demographic Information Examples
Level of Education
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Level 2: Psychographic Information Examples
Values
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Level 2: Psychographic Information Examples
Interests
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Level 2: Psychographic Information Examples
Hobbies
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Level 2: Psychographic Information Examples
Political Affiliation
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Level 2: Psychographic Information Examples
Religious Views
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Level 2: Psychographic Information Examples
Lifestyle
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Level 2: Psychographic Information Examples
Attitude
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Level 2: Psychographic Information Examples
Personality
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Level 3: “Psychic”graphic Information Example
Psychic
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Level 3: “Psychic”graphic Information Example
What keeps them up at night, staring at the ceiling? Worry,
pain or frustration?
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Level 3: “Psychic”graphic Information Example
What is their single biggest problem that you can solve?
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Level 3: “Psychic”graphic Information Example
What do they secretly, privately desire most?
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Level 3: “Psychic”graphic Information Example
Fill in the blanks for them:“If I could just _______ then ___________”
Defining Your Ideal Customer
Hope you are focusing on me the customer
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Listen, these 12 words that will change your life-
"Most people fall in love with their products, instead
of their prospects!”
It’s all about me the customer
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You Probably already noticed:
THEY ONLY CARE ABOUT WHAT”S IN
IT FOR THEM…
RIGHT?
SO HERE’S THE STRATEGY: PREEMINENCE
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PREEMINENCE IS BEING TOTALLY FOCUSED ON ADDING VALUE FOR THE OTHER SIDE AND
UNDERSTANDING WHAT VALUE LOOKS LIKE.
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It boils down to, “I’m not trying to sell you – I want to serve you.”
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It’s NO SECRET……Believe it or not…Never stop engaging the
Know…
Like… &
Trust…
Nurturing…
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USP
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USP
Creating a Winning USP!
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USPDiscover THE most important and challenging Question
you will ever answer about your business
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USPWHY SHOULD I" --- YOUR PROSPECT --- "CHOOSE TO DO
BUSINESS WITH YOU INSTEAD OF ANY AND EVERY OTHER OPTION?"
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USP
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USP
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USP
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USP
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FedEx: “When it absolutely,positively has to be there
overnight.”When it absolutely, positively has
to be there overnight – it’s notabout price we are willing to pay apremium if we need to get it there
overnight and fast.
USP
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USPSee whether your USP meets all three guidelines:
1. "Each advertisement must make a proposition to the consumer. Each advertisement must say to the reader: 'Buy this product, and you will get this specific benefit."
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USP2. "The proposition must be one that the competition either cannot, or does not, offer. It must be unique - either a uniqueness of brand or a claim not otherwise made in that particular field."
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USP3. "The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product."
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18 Things to Consider When Developing Your USP
1. What do you do GREAT?
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18 Things to Consider When Developing Your USP
2. How it will BENEFIT your TARGET MARKET?
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18 Things to Consider When Developing Your USP
3. Clearly identifies your TARGET MARKET
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18 Things to Consider When Developing Your USP
4. OPPORTUNITY GAP: What VOID in the Marketplace can you fulfill?
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18 Things to Consider When Developing Your USP
5. Should be SHORT and EASY to RELAY
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18 Things to Consider When Developing Your USP
6. Once someone hears it, will it begin a conversation?
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7. A GREAT GUARANTEE18 Things to Consider When Developing Your USP
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18 Things to Consider When Developing Your USP
8. Delivers SPEED
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9. Believable18 Things to Consider When Developing Your USP
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18 Things to Consider When Developing Your USP
10. A BIG PROMISE
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18 Things to Consider When Developing Your USP
11. What do People HATE that you can FIX?
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18 Things to Consider When Developing Your USP
12. PRICE Advantage
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18 Things to Consider When Developing Your USP
13. How It's PAID FOR as an Advantage
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18 Things to Consider When Developing Your USP
14. What do your CUSTOMERS EXPERIENCE?
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15. SALES PROCESS Advantage18 Things to Consider When Developing Your USP
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18 Things to Consider When Developing Your USP
16. NICHE
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18 Things to Consider When Developing Your USP
17. PERSONALITY
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18 Things to Consider When Developing Your USP
18. Combination of all of the above
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Final Comments About Creating A Great "USP"
It's work to develop a great USP and it...
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Final Comments About Creating A Great "USP"
Requires a great deal of thought and...
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Final Comments About Creating A Great "USP"
Requires RESEARCH from Customers, Co-Workers, and Competition
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Final Comments About Creating A Great "USP"
It can/could CHANGE and you will need to be constantly on the lookout for a new one.
But …When properly accomplished it provides you with a HUGE competitive advantage.