In this article
you’ll discover:
· The easiest and quickest way to motivate the right type of prospect's to
choose your business.
· How to create a persuasive and compelling marketing message to your
target audience.
· How to make your restaurant stand head and shoulders above your
competitors.
· Proven formula's you can use to make you the clear and obvious choice to
your ideal diner.
· The truth about the secret way to break through to skeptical prospects
and have them flocking to your office.
Can You Answer This
Question?
Why should a prospect
choose your restaurant over any other and every other option that's available
to them, including doing nothing? If you can’t
answer that question, then it’s time to go back to the basics and start over
again!
Also known as...
·
Unique Selling Proposition (U.S.P)
·
Extra Value Proposition (E.V.P.)
·
Competitive Advantage
Why You Need A Compelling
USP
Your USP sets the
strategic direction for your restaurant. It helps you define where your
business is going and what you stand for. Your USP is not simply a marketing or
advertising thing. A compelling USP
is more than a headline at the top of your ads. Your USP is the backbone of
your restaurant and helps you turn people you're talking to into diners.
The Absolutely Worst U.S.P's
·
Been in business X amount of years.
·
Lowest prices guaranteed
·
We can help everyone with everything!
·
Satisfaction Guaranteed
·
All customers hear is blah, blah, blah...
U.S.P’s That Sell
Fed-Ex: When it
absolutely, positively has to be there next day
· When you had a high priority document that you needed to get somewhere
overnight, you choose Fedex.
Raymour &
Flanigan: Guaranteed delivery of your furniture in 3 days or less.
· The first furniture retailer in New England
to offer 3 day delivery, so if you needed it fast, you chose Raymour.
Domino’s:
Delivery in 30 minutes or its free.
· If you were hungry and needed pizza fast, then you chose Domino’s.
The It Factor That Made ALL
Those USP’s Work!
·
Precise enough to echo the prospects thoughts.
·
Addresses the biggest objection or fear to buying.
·
Promises to solve one major problem that prospect will pay to have
solved.
·
Includes the dominant emotion driving the prospect.
·
Unique enough to be easily memorable.
What Do All Those USP’s Have
In Common?
·
High competition industries and business just like mortgage.
·
USP’s that speak to their target market.
·
Most target a niche within a niche.
All were regular,
boring products or services
·
Furniture
·
Mail delivery
·
Pizza
If They Did It,
So Can You!
The Simple 3-Step USP
Creation Formula
1.
Determine what your diners want.
2.
Find out which of these needs you can fill.
3.
Find a way to clearly state to your prospects that you are the source to
fill those needs.
The Absolutely, Necessary
Things You Must Have To Make Your USP Compelling!
Compelling U.S.P Ingredient #1
Be unique: A unique combinations of foods,
services and experiences your competitor doesn't have.
Compelling U.S.P Ingredient #2
Be specific: Be precise and specific with your USP
statement because it adds credibility and makes it more believable.
Compelling U.S.P Ingredient #3
Be relevant: It must be something that diners will want
to eat. If it doesn't appeal to diners, it won't work.
Compelling U.S.P Ingredient #4
Be believable:
Don't make claims that
are so unbelievable that no one in their right mind will believe them.
Compelling U.S.P Ingredient #5
Be focused: You must be super targeted in what type of
prospect you're trying to reach, while at the same time focusing on a target
market that will allow you to reach your revenue goals.
Compelling U.S.P Ingredient #6
Be concise: Don't waste your prospects time or space
in your advertising using more words or images than absolutely necessary.
Questions
You Must Ask Yourself To Develop A Compelling USP
- What sets my company or business apart from my competitors?
- Do my loans close faster?
- Do my diners save money or time?
- Am I more expensive or less expensive?
- Do I have a better system to attract customers?
- Am I more aggressive in my marketing programs and strategies?
- Do I provide more service? Give better value? Give a better guarantee? Make it easier to do business with me?
- What makes me different?
