This super BASIC marketing tactic made me a millionaire
Summary
TLDRIn 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
🍫 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.
🚀 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.
Mindmap
Keywords
💡Tactic
💡Unique Selling Proposition (USP)
💡Copywriter
💡Benefit
💡Competitors
💡Emotional Attachment
💡Chocolate Energy Pellets
💡M&M's
💡World War II
💡Marketing Campaign
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
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