Perry Marshall – Definitive Selling Proposition

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Perry Marshall – Definitive Selling Proposition

“Fresh Hot Pizza Delivered in 30 Minutes or Less, Guaranteed” was a fantastic USP in 1975.

In 2024, going to market with that is like pedaling a broken bicycle across 6 lanes

of traffic on the Los Angeles 405 expressway.

If Last Year’s Hot Double Espresso is this year’s Sleeping Pill for Your Customers,

YOU need to Wake Up.

NOW.

A new Sea Change in marketing has come.

You Need a DSP if…

Your current USP based solely on tangible, “logical” advantages.

You sell a complex, mature, complete solution.

You sell in a space where competition is frenzy-level thick.

You need a decisive way to cut through the clutter.

Your customers still ask “What makes you guys different from the other guys?

You’re getting your ass handed to you.

What’s a Definitive Selling Proposition?

A DSP is a multi-dimensional USP.

A DSP is a USP uncovered using a 9-layered matrix.

A DSP is USP with a “magic ingredient” that adds a defensibility component to your USP

that cannot be constructed using fill-in-the-blank USP templates.

A DSP is USP revealed through turning over every stone in your business to find competitive advantages

that you didn’t know you had…or could have…before.

A DSP is a thorough, systematic expansion of your USP, with tentacles that grow into deep roots…

it requires work, but it’s the most vital work you’ll do this year…probably even this decade.

A DSP not only TELLS your story but REDEFINES it to its core.

A DSP makes your product fundamentally more alluring.

A DSP never elicits a “SO WHAT?” response from your marketplace. No one can be indifferent to a true DSP.

They either love you or hate you. (I got hate mail when I created my event with Richard Koch.

Millionaires who were NOT fractional billionaires accused me of lying. Good.

I dragged egos through the mud until I garnered their attention.)

A DSP sharpens your message to a point of SPECIFICITY and SIMPLICITY that it pierces right through noise.

A DSP is the ONLY thing your customer will rave about.