Ever heard of the company “Masterclass”?
They produce amazing high quality courses. Their USP: Get the best in the world to teach a class on their craft.
Serena Williams teaches tennis. Usher teaches performance. James Patterson teaches writing. Dustin Hoffman teaches acting.
And this weekend they gave me early access to Kevin Spacey’s Masterclass on acting.
So, how does this relate to marketing?
Well, I happen to have purchased both Dustin Hoffman’s and Kevin Spacey’s acting Masterclasses…
Weird thing is, I’ve never felt the calling to become an actor — ever. Getting up on stage, pretending to be someone I’m not, scares the bejesus out of me.
But learning about acting from Dustin Hoffman? Kevin Spacey?!
I couldn’t help myself!
I eagerly purchased both courses, for two reasons:
- I believe you can always learn something from the best about how they approach their craft.
- There is no other place in the world I can learn from these two masters.
Let’s structure USP question and statement:
“If I’m a student who wants to learn about acting, why should I buy Kevin Spacey’s Masterclass on acting, rather than any other acting course?”
“… because it’s the only information product on acting that will ever be instructed by Kevin Spacey, one of the world’s greatest actors”
There’s only one Kevin Spacey.
And chances of him (or Dustin Hoffman) ever doing another acting course are pretty slim.
Which means his Masterclass is going to be the only acting course he ever releases.
That’s a powerful USP.
When you have former engineer, turned copywriter (who can’t even keep a pokerface while playing cards with his 8yr old niece), buying acting courses… it’s a prime example of the “Powerful Only Factor” in effect.
Today, you can see the secondary effects of perfectly lining up an ideal customer (with their primary want) directly in your sights: you pull in prospects beyond JUST your target.
If you’d like to get your own USP Masterclass in order, book some time for us to chat below:
No fee. No commitments. No obligations. Just a 20-minute chat to get you on the right track.