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Talk Commerce
Trailer
Bonus
Episode 311
Season 1
Why Your USP Isn't Working and How to Fix It with Chantal Cornelius
In this episode of Talk Commerce, Brent Peterson interviews Chantal Cornelius, founder of Apple Tree Marketing, who discusses the shortcomings of traditional unique selling propositions (USPs) and introduces her innovative Standout Strategies framework. Chantel emphasizes the importance of emotional connections with customers and the need for businesses to measure their marketing efforts effectively. She also shares insights on public speaking as a marketing tool, cultural differences in marketing approaches, and offers practical advice for new business owners.
takeaways
- Traditional USPs often fail because they lack uniqueness.
- Emotional connections with customers are crucial for differentiation.
- Standout Strategies focus on what customers want to feel.
- Measuring marketing success is essential for growth.
- Public speaking can be an effective marketing tool.
- Cultural differences impact marketing strategies.
- New business owners should leverage their existing networks.
- Research and feedback are vital for effective marketing.
- Experimentation is important, but don't waste time on ineffective channels.
- Failure is not necessary for learning; research can guide success.
Sound Bites
- "USPs are not unique!"
- "I love doing it!"
- "I hate failure!"
Chapters
00:00
Introduction and Passion for Horses
Introduction and Passion for Horses
08:16
Starting Apple Tree Marketing
Starting Apple Tree Marketing
08:53
The Limitations of Unique Selling Propositions (USPs)
The Limitations of Unique Selling Propositions (USPs)
11:03
Standout Strategies Based on Customer Emotions
Standout Strategies Based on Customer Emotions
15:13
The Importance of Strategic Marketing and Measurement
The Importance of Strategic Marketing and Measurement
23:07
Effective Public Speaking and Marketing
Effective Public Speaking and Marketing
25:53
Differences in Marketing Approaches: UK vs US
Differences in Marketing Approaches: UK vs US
29:43
Starting Marketing: Talking to People You Know
Starting Marketing: Talking to People You Know
32:21
The Role of Experimentation and Learning from Others' Mistakes
The Role of Experimentation and Learning from Others' Mistakes
35:53
Shameless Plug: Take the Test on Apple Tree Marketing's Website
Shameless Plug: Take the Test on Apple Tree Marketing's Website