You Are Invited to the Money Making Marriage of USP and DBM

October 15th, 2008 by | Print

 Money Marriage

I, Unique Selling Proposition (USP), take you, Dominate Buying Motive (DBM), to have and to hold, from this day forward, to cherish for better, for richer and in health, till death do us part. Before these witnesses, I promise to be faithful and true.


If you want a long, healthy and wealthy relationship with your customers, you need to marry your USP to your customers’ DBM. Realize that this is a union of win-win. This is not a marriage of you give and I take. You will never succeed if your customer loses.


First, you need to be clear about your USP (what makes you unique amongst all other problem solvers in your market) and, second, it needs to be clear to your customers. USPs that try and solve all problems for all people, well …. you know the saying.


Your customers’ DBM is linked to a problem that they want to solve. What are DBMs?


  • Fear
  • Need
  • Profit
  • Pride
  • Love


Most of these DBMs are an emotion. Customers buy on emotion before they apply logic. This is not to say that you need to find a way to pull on potential customers’ heart strings if your products don’t really meet their needs. If they sense this, they will feel that you are trying to swindle them. If they realize that your products and services don’t really meet their needs, they will leave you. You need to make sure that you find the right customers for your USP.


Some customers will choose you right away because they can clearly see how your USP will benefit them. In other cases, you may need to spend some time courting potential customers – educating them about how your USP will solve their current problem.


Knowing how to marry your USP to your customers’ DBM gets them to say, “I do”.


All the Best,

Doug Dolan
The Solopreneur’s Guide


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