This super BASIC marketing tactic made me a millionaire

Summary

In this video, Bruce shares a strategy to differentiate a business even when selling a common product. The story of Forrest Mars and M&M's is used to illustrate the power of a unique selling proposition (USP). During WWII, Mars created a chocolate that wouldn't melt in soldiers' pockets. Post-war, copywriter Reeves crafted the USP 'melts in your mouth, not in your hand,' which revolutionized M&M's marketing. The video explains that a USP must be beneficial, unique, and emotionally engaging to stand out and grow a business.

Takeaways

• 📢 A unique selling proposition (USP) can make a business stand out without changing its product.
• 💡 The USP should be a single sentence that encapsulates the product's unique benefit.
• 👨‍💼 Forest, the candy company owner, solved the problem of chocolate melting by creating a hard shell for it.
• 🔥 The USP for M&M's was 'melts in your mouth, not in your hand', which addressed a real problem and provided a unique solution.
• 🚀 A successful USP should be beneficial, unique, and emotionally resonant.
• 🌟 The benefit of the USP should be something that sets the product apart from competitors.
• 💖 The emotional attachment to the benefit is crucial for customers to connect with the product on a deeper level.
• 📈 M&M's sales skyrocketed after implementing their USP, selling one million pounds per week within four years.
• 🎯 To create a USP, a business needs to identify what makes its product special and how it can emotionally appeal to customers.
• 📝 Copywriters like Reeves play a key role in crafting a compelling USP that captures the essence of a product's unique value.

Q & A

What was the problem faced by soldiers during World War II that Forest's candy company aimed to solve?

Soldiers during World War II faced the problem of not having food for extended periods, which led to a lack of energy. Forest's candy company aimed to solve this by providing chocolate energy pellets that could be carried without melting.

How did Forest's candy company address the issue of chocolate melting in the soldiers' sacks?

Forest's company addressed the issue of chocolate melting by creating a hard shell around the chocolate pellets, which prevented them from melting until they were eaten.

What was the unique selling proposition that Reeves, the copywriter, helped Forest's company develop?

The unique selling proposition that Reeves helped develop was 'Melts in your mouth, not in your hand,' which highlighted the candy's ability to stay solid until consumed.

How did the unique selling proposition impact the sales of Forest's company after the war?

After the war, the unique selling proposition 'Melts in your mouth, not in your hand' helped Forest's company stand out among competitors, leading to significant sales growth. Within four years, they were selling one million pounds of candy per week.

What is a unique selling proposition (USP) and why is it important for a business?

A unique selling proposition (USP) is a statement that highlights the most compelling reason for a customer to purchase a product or service. It's important because it differentiates a business from its competitors and can drive sales by appealing to customers' needs and desires.

What are the three essential elements of a unique selling proposition according to the script?

The three essential elements of a unique selling proposition are: 1) It must be beneficial, offering a clear advantage to the customer. 2) It must be unique, something that competitors either don't offer or can't match. 3) It must have an emotional attachment, connecting the benefit to an emotional response from the customer.

How did the story of Forest's candy company demonstrate the power of a well-crafted unique selling proposition?

The story demonstrated the power of a USP by showing how a simple, yet compelling statement about the candy's unique feature led to a significant increase in sales and helped the company stand out in a crowded market.

What was the name of Forest's candy company that became famous for its unique selling proposition?

Forest's candy company was M&M's, which became famous for its unique selling proposition 'Melts in your mouth, not in your hand.'

How did the change from military to civilian market affect Forest's candy company, and how did they adapt?

When the war ended, Forest's candy company had to adapt from serving the military to the civilian market. They adapted by developing a unique selling proposition that resonated with the general public, emphasizing the candy's unique feature of not melting in the hand.

What is the significance of the phrase 'melts in your mouth not in your hand' in the context of the candy business?

The phrase 'melts in your mouth not in your hand' is significant because it encapsulates the unique selling proposition of M&M's candy, which differentiates it from other candies by highlighting its practicality and appeal to consumers who want a candy that won't melt in their hands.

Outlines

00:00

🍫 The Birth of M&M's: A Unique Selling Proposition

In the first paragraph, the story of Forest, the founder of a candy company, is narrated. During World War II, Forest supplied the US military with chocolate energy pellets that were encased in a hard shell to prevent melting. This innovation was crucial as it allowed soldiers to have a source of energy without the chocolate melting in their pockets. After the war, Forest faced the challenge of selling his candy to the general public. He hired Reeves, a copywriter, who helped him identify a unique selling proposition (USP) for his candy: 'Melts in your mouth, not in your hand.' This USP was instrumental in transforming Forest's company into the successful M&M's brand, which sold a million pounds of candy per week within four years.

05:00

🚀 Crafting a Unique Selling Proposition for Business Success

The second paragraph delves into the importance of a unique selling proposition (USP) for businesses. It explains that a USP should be beneficial, unique, and emotionally engaging. The example of M&M's candy is used to illustrate how a simple yet powerful USP can differentiate a product in a crowded market and drive sales. The paragraph concludes with an encouragement for viewers to subscribe to the channel for more business growth strategies and to apply the concept of a USP to their own businesses.

Keywords

💡Tactic

A tactic refers to a method or strategy used to achieve a specific goal. In the video, the tactic discussed is about how to make a business stand out, even when selling a product that is common in the market. The tactic involves creating a unique selling proposition, which is exemplified by the story of M&M's and how they differentiated themselves by ensuring their chocolate 'melts in your mouth, not in your hand.'

💡Unique Selling Proposition (USP)

A unique selling proposition is a marketing term for a concise statement that explains a product's unique value to potential customers. In the video, the USP of M&M's is 'melts in your mouth, not in your hand,' which highlights the product's benefit of not melting easily. This USP was crucial in setting M&M's apart from other candies and contributed to their success.

💡Copywriter

A copywriter is a professional who writes text for advertisements, websites, and other marketing materials. In the video, Reeves, the copywriter, is tasked with understanding the business of M&M's and crafting a compelling USP. His role is to articulate the unique benefits of the product in a way that resonates with consumers and drives sales.

💡Benefit

In marketing, a benefit is a positive attribute or outcome that a product or service provides to its users. The video emphasizes the importance of identifying a benefit that is both unique and emotionally appealing. For M&M's, the benefit is that the chocolate does not melt in your hand, which is a practical advantage for consumers.

💡Competitors

Competitors are businesses that offer similar products or services in the same market. The video discusses the need to differentiate one's business from competitors by having a unique selling proposition. M&M's managed to stand out from other candies by focusing on their unique feature of not melting easily.

💡Emotional Attachment

Emotional attachment refers to the feelings or emotions that consumers associate with a product or brand. The video explains that a successful USP should not only be unique but also evoke an emotional response. For M&M's, the emotional attachment is the relief and satisfaction of not having a melted chocolate mess in one's hand.

💡Chocolate Energy Pellets

The term 'chocolate energy pellets' refers to the initial product that M&M's founder, Forest, created for soldiers during World War II. These pellets were designed to provide energy without melting, which was a significant advantage in the field. The concept of these pellets is central to the video's narrative about innovation and meeting consumer needs.

💡M&M's

M&M's is a brand of candy-coated chocolate that is the focus of the video's story. The video discusses the origin of M&M's and how their USP of not melting in the hand was instrumental in their marketing success. M&M's serves as a prime example of how a well-crafted USP can differentiate a product in a crowded market.

💡World War II

World War II is a historical context mentioned in the video where M&M's initially found their market with soldiers who needed a non-melting, energy-boosting snack. The video uses this historical backdrop to illustrate the problem-solving nature of the product's development and its subsequent success.

💡Marketing Campaign

A marketing campaign is a series of promotional efforts designed to create awareness and stimulate interest in a product or service. The video highlights the creation of M&M's USP as the foundation of one of the most successful marketing campaigns, which led to significant sales and brand recognition.

Highlights

Learn a tactic to make your business stand out without changing anything about it.

Master the art of creating a unique selling proposition to become a millionaire.

The story of Forest and his candy company during World War II.

Innovative solution to prevent chocolate from melting for soldiers in the field.

The challenge of transitioning from military to civilian market post-war.

Hiring Reeves, a skilled copywriter, to craft a compelling business description.

The importance of a unique selling proposition in marketing.

The birth of the iconic phrase 'Melts in your mouth, not in your hand'.

The success of M&M's due to its unique selling proposition.

Three essential elements of a unique selling proposition: benefit, uniqueness, and emotional attachment.

How to create a unique selling proposition that sets your business apart.

The emotional impact of a product's benefit on potential customers.

The significance of the unique selling proposition in the success of M&M's.

Encouragement for viewers to develop their own unique selling proposition.

Call to action for viewers to subscribe to Daddy's YouTube channel for more business insights.

Transcripts

hey Bruce want to learn a tactic to make

your business stand out even if you sell

the same thing as everyone else yeah and

you don't have to change anything about

your business you just have to come up

with this one sentence do you want to

learn what it is yes now this is one of

the things that Daddy had to master to

become a millionaire so I want you to

pay close attention to the following

story okay okay there once was a man and

his name was forest forest had a candy

company in the 1930s and he sold to the

US military during World War II over

here we got a bunch of soldier guys okay

and these Soldier guys you know they got

their their guns here's the problem when

they went to war they didn't have food

for like 10 hours 12 hours sometimes a

couple of days so there was no food so

that means that they didn't have a lot

of energy Forest what he did was in the

little sack that They Carried with them

he sold them these little chocolate

energy pellets so that they could eat

the chocolate and get some energy the

problem is that chocolate melts and so

if they were to put these little pellets

in their saxs they

would melt everywhere and it would not

be fun okay it would not be good so what

he did was very interesting he took

another form of candy and he made this

hard shell around it like this so that

it wouldn't melt unless you ate it this

was amazing for the military because the

soldiers could now have their candy get

their energy and it wouldn't melt the

problem was when the war ended there was

no more customers so Forest had to turn

to the general public people like me and

you and sell them candy so this is the

general public well here's the problem

there's so many different types of candy

out there what makes them so special

there's so much candy so he had to

figure out a way to make his candy stand

out his business stand out so that a lot

of people would buy his candy he hired a

man named Reeves Reeves is what we call

a copywriter and he's a very good

copywriter now Reeves job is to make

sure that a business describes what they

do so amazing they use such amazing

words that people buy their stuff Reeves

interviews forest for hours and he has

some everything about their business and

eventually he's like listen man I just I

don't know like I I don't know what to

what sets you apart and he pressed

Forest until Forest blurted it out in

frustration and he says well here's the

thing they melt in your mouth not in

your hand and that was the one sentence

that Reeves needed to create one of the

most successful marketing campaigns of

all time and once they came up with that

one sentence which by the way is called

a unique selling proposition within four

years Forest company was selling one

million pounds

of candy per week that's four million

pounds a month that's crazy that's a lot

of candy isn't it that is okay do you

know what the name that's like candy

world yes Candy World now do you know

what the name of forest company was what

do you think it was M&M's company M&M

that's right that is how M&M's was born

and M&M's is honestly probably the

greatest example of a unique selling

proposition now how can you do that how

can you do that so it's very simple you

need three things you need a sentence

that number one it's beneficial there is

a benefit to it okay so the benefit is

that it doesn't melt when you have it

because if you have candy and it melts

well it's very tough to eat and it's

annoying okay so the benefit is that it

does not melt until you eat it the

second thing is the benefit must be

unique which means it's something that

your competitors the other people that

sell can

either don't want to do or they don't do

the same it's got to be special all

right or it's at least got to sound

special third thing there must be an

emotional

attachment to the benefit now what that

means is that whatever the benefit is it

has to have an

emotional side effect to the you to the

person who's buying the product if I

have candy M and it melts what happens

it melts in my hand it melt in my hand

all over my hand there's there's

chocolate everywhere how would you feel

not good you'd feel angry right you'd

feel frustrated the benefit is connected

to an emotion oh the the candy melted in

my hand now I can't eat the candy so

it's a benefit that people are willing

to pay for that has an emotional

response if the benefit is not achieved

and it's Unique if you can come up with

a

way to get all three of these in one

sentence that is a unique selling

proposition and that is what will set

you apart that one phrase hey real quick

hope you're enjoying the video and hope

this has really helped you understand

what a unique selling proposition is but

if you want a more

stepbystep advanced training on how to

grow a business I'll leave a link to one

of my best trainings in the description

where you can check that out okay now

back to the video what did you learn

from today's lesson so there is this War

and the soldiers were hungry and sugar

gives you a lot of energy the guy wanted

to make them chocolates but he knew that

the chocolate W melt so he

made a shell around it to not make it

melt and the and the important part is

it doesn't melt in your hand it melts in

your mouth that's right and that's

what's special about his candy about his

business and the phrase it melts in your

mouth not in your hand is called a

unique selling proposition and if the

people watching at home can come up with

that same phrase for their business they

will immediately stand out and it'll

make it a lot easier to grow now at this

point do you think the people watching

should subscribe to Daddy's YouTube

channel yes all right then you go ahead

and do that and we'll see you the next

one