16 March 2006

USPs or UBPs?

I have mentioned Andy Bounds before. Apart from being an entertaining speaker, his content is highly relevant for people making sales pitches and presentations. Everyone has their own favourites, but he strikes a chord for me. One of his tests of content is that you make it clear to your audience that you understand your Unique Buying Point (UBP) - not your Unique Selling Point (USP). To be effective, your material has to answer the question - WIFM (what's in it for me?), and it has to do it through your Buyer's eyes.

Interestingly, although his primary material relates to presentations, pitches and proposals, the core of what he says has high relevance for AdWords, too. Imagine that - all the issues of WIFM and UBPs in only 3 lines and 95 characters.

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