Ep 39: Ross O’Lochlainn – Write A Powerful USP
Kevin’s special guest in this episode is Copy Chief member…
Ross O’Lochlainn is a former engineer, turned online sales expert, known as the Conversion Engineer. His specialty is identifying what makes things unique and effective in the world of direct response marketing. Visit him at http://conversionengineering.co/
In This Episode
[02:30] The one question your product’s Unique Selling Proposition (USP) must answer — and how to write yours for maximum impact
[07:35] Two reasons Kevin went from first seeing MMA as crazy dudes hugging, sweating and bleeding… to becoming a passionate fan of the sport
[11:08] The 3 USPs you should focus on in your business first (yes, there is more than one)… and how the UFC have mastered all three types (you’ll get exactly how to identify yours after hearing this)
[14:57] Why writing a killer USP doesn’t require creating something “original”… and the “$50 million formula” the UFC uses to create USPs for each of their title fights
[16:55] “Tires ain’t pretty!” — How ANY business can craft a brilliant USP in as little as 3 words
[19:20] Why it’s crucial to be tuned into “the dialogue” with your prospects and buyers… and how it can reveal a powerful USP you never knew you had
[23:50] Why Ronda Rousey fans continue paying $60 “pay per view” fees to watch fights that usually end in less than one minute (HINT: it isn’t just the hype)
[28:52] The profound impact Rousey is having on women everywhere (including Kevin’s 9-yr-old daughter)
[32:31] The 2 essential components for creating a powerful “Only” factor in your marketing (this will separate you from the pack as the go-to solution)
This episodes bullets expertly written by Dan Ludgater.
The Truth About Marketing podcast is produced by James Clouser. Graphics by Cassie Clouser. Special thanks to all of you for making this show happen.