The Unique Selling Proposition

1. Each communication or advertising must make a proposition to the consumer that is not just mere words, trickery, or shallow. It must be something that the consumers can grasp and believe.
2. The proposition must be unique to you – that is no one else can offer, provide or able to duplicate your proposition
3. It must be strong enough to move consumers to act upon your proposition

There are many examples of strong USP that have been successfully implemented over the years:

• FedEx “When your package absolutely, positively has to get there overnight”
• Coca-Cola “It’s the real thing”
• BMW “The ultimate driving machine”
• Avis “We’re number two. We Try Harder”
• M&M’s “Melts in your mouth, not in your hand”

How do People Make Buying Decisiions?

We all like to think we make logical buying decisions, some make a list of pros and cons, compare prices, value, etc. But when it comes right down to buying, 80% of the decision is emotion! The remaining 20% is the logic used to justify the decision.

Connection with your potential patient on an emotional level mean they must like your staff, your office, you, and how they’ll be treated. When you connect on an emotional level, you will have a new patient and their friends. It is said that people buy from people they like.