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Know thyself is great Internet marketing advice and this post helps explain how to define your Unique Selling Propositions and Unique Customer Aspirations.
How To Tell Your Brand's StoryThis post is a hands on tutorial for creating brand stories by developing UCAs (Unique Customer Aspirations) and USPs (Unique Selling Propositions). Includes a video explaining USPs. Can't create great Internet marketing without these branding building blocks.
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Unique Customer AspirationsUCA stands for Unique Customer Aspirations. I am creating this idea right now on Atlantic BT's blog. The concept is a mashup of an idea discussed in Seth Godin's new book The Icarus Deception and Jim Stengel's book about how brand ideals should drive called Grow (both highly recommended). I was taught to sell by P&G back in the day. P&G stressed USP, or unique selling propositions. USPs was the unique brand quality of P&G products such as Ivory soap's "so pure it floats". The concept of USPs was matured by Kim's book Blue Ocean Strategies. Kim stressed the development of Unique Value Propositions or UVPs such as how Cirque du Soleil changed the concept of "circus". I've discussed the importance of USPs and UVPs on a ScentTrail Marketing Video.
Marketing has changed so much, but our understanding of those changes is running behind. I believe there is a new concept called Unique Customer Aspiration or UCA and undrestanding UCAs is critical to successful Internet marketing. UCAs are about how your product or services change, empower and help people, customers, friends and so create brand advocates. I'm writing about this new UCA idea now for Atlantic BT's blog.
Want to help define a new concept? Want to lend your ideas to UCA? Share your thoughts in comments here or email Martin.Smith(at)Atlanticbt.com. Look for my first draft tomorrow.
Great comment by Phil Buckley (@1918) about UCA on Google Plus: https://plus.google.com/u/0/102639884404823294558/posts/fsR8GLTC6g5
UCA is going to be a key Ecom concept.
Wrote this piece about how to "know thyself" last week and it got lost in the sauce a little. There is a video of me discussing USPs (Unique Selling Propositions). The new idea of aligning Internet marketing to "Unique Customer Aspirations (UCAs)" is new.What do you thik of UCA? Share your unique greatness and I will be sure to curate in. Thanks. Marty
When I compiled my Copywriting Resource post, I was sort of surprised to learn that I couldn't quite find any content online that really got into the meat of...