Is it a USP? Is it a Video? Is it Brilliant? Yes!

YouTube, September 7, 2014 —  Brilliant advertisement from Swedish furniture giant IKEA goes viral on YouTube, with astounding re-positioning of their catalog as a hilarious spoof of Apple product-introduction style video.

Unique Sales Proposition

To grow and florish, a business needs to step outside the price-competition and selling on price as a commodity, and become something “different” in the prospect’s mind. Usually called a “USP,” for “Unique Sales Proposition,” we normally think of the primary USP for the company overall. (For example, Apple’s “Think Different,” or Coca-Cola’s “It’s the Real Thing,” or Federal Express’s “When it Absolutely, Positively Needs to Be There Overnight.”

And businesses often struggle to see a new way to view their business, focusing perhaps on a niche audience, and featuring one single part of their business that appeals to their target audience. For example, Domino Pizza stores were all originally adjacent to college campuses, and so Dominos focused solely and completely on speed of delivery, and their company USP became marketing history, taking them from a single store to a major US player in the pizza niche in only a few years. Their USP? “Pizza, fresh and hot, delivered to your door in 30 minutes or it’s free.”

Marketing Piece as a Valuable Product

However, your sales can blossom if you create a USP for every product your company produces. An in this case, Ikea focused on their catalog. Normally we think of a printed catalog as a marketing channel — and it is — but realizing that a printed catalog has an inherent value in itself that people enjoy, Ikea thought of creating a USP for the catalog itself:  The “BookBook.” And presenting it as analogue, in good humor, enabled Ikea to hold our attention while it quickly summarized all the things that people enjoy in a printed catalog.

The Power of Video Marketing

Video is, apparently, the most powerful marketing channel. It invokes more senses — vision, audio, and the images move with the power of both words and music streaming into the conscious and unconscious mind of the viewer. Further, flickering lights release dopamine in the brain which produces a mild “high,” creating further conditioning to watch television/videos. And we’ve all been so conditioned for decades. Done right, we can’t look away.

With this careful repositioning of the catalog as a desirable product, embedded in the power of a well-done video which found a way to catalog the virtues of a printed book, well …

Admit it. You might or might not be an Ikea-type customer, but at the end, didn’t you — at least a little — want one of those cool catalogs, yourself? 🙂

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Relationship Selling — Why?

Many business owners, and many people who need to sell as part of their job frequently fail to realize that they don’t just sell their offering. They don’t just sell their products and services.

The most basic thing a person sells is himself (or herself).

This ties back into that primary tenet of multi-touch marketing: that people like to buy from people they know, like, and trust.

In the first secret key to successful marketing, which states that the most basic element to increasing sales is to increase the number of interactions with the prospect, we have a working guideline for how to increase your sales.

What do you say?

But what are you going to do? What are you going to say in those increased interactions with your prospects? [Read more…]

The R-4 Business Growth Model

As briefly described in an earlier article, the R-4 Business Growth model satisfies the condition of the Third Secret Key to Successful Marketing, which states:

It is supremely useful to have a simple and powerful business growth model, which you can use to map out what needs to be done.

(It is called the ‘R-4’ system purely as a memory aid, because each of the levels is labeled with a word beginning with the letter ‘R,’ as in R-eputation, R-each, R-esell, and R-eferral.)

A pyramid with four levels

By improving any one of these four levels, annual income improvements of 25% become possible. And improving more than one of these levels has a compounding effect.

It is graphed as a pyramid because you must have a strong lowest level, because upon that base the higher levels can be based. The lowest, most basic level is “R-eputation.”

Here’s how it works … [Read more…]

The Third Secret Key to Successful Sales

Secret key number three is that …

It is supremely helpful to possess a simple and powerful business role model, in order to map out what needs to be done.

(And from this simple model, we can engineer Automatic Selling Systems that exactly fit your business and your customers.)

The “R-4” Business Growth Model

This business growth model, consisting of four levels, is a graph providing an overview of what needs to be done. And therefore,it is supremely useful because it allows us to map out what needs to be done.

And how does it work? [Read more…]

The Second Secret Key to Successful Sales

There are three secret keys to successful sales and marketing. The first secret key is that the most basic element to increasing sales is to increase the number of interactions with the prospect.

Secret Key Number Two

There is not enough time in the day to chat endlessly with prospects or to chase them. After all, you have a business to run. This takes time. And your existing clients deserve your very best attention, right?

So how do you increase the number of interactions with new prospects, without wasting a lot of time, and without abandoning your existing clients, and without neglecting the running of your business?

The answer: [Read more…]