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USPs, Elevator Pitches, and a Tortoise, with John Williamson

Published by: David Garfinkel on 03-21-2022





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We are back with the unconventional and immensely creative marketer, John Williamson. Last week he went in-depth on his powerful technique called Emotional Lockpicking™, and we asked him to join us again, which he agreed to do.

John lives in an undisclosed location on the side of a mountain in Scotland. Over the last 30 years he has generated millions of dollars in sales for himself and his clients with his own special brand of unique selling propositions.

He’s also come up with some very interesting ideas about elevator pitches, unique selling propositions, and even how to close a deal with a stuffed tortoise. I find his ideas fascinating and he’ll share some more of them with us today.

One of John’s favorite quotes is:

“All things being equal, people buy on price. Which is why your number-one job as an entrepreneur is to ensure that ‘things’ aren’t equal.”

Probably related to that idea is a speech he has given over 250 times called “How to Charge Higher Prices Than Your Competitors… and STILL Win the Business.”

On the show, John reminds us again that for a marketer today, the most truly scarce commodity is… attention. Not only is less and less of it available, but it’s becoming more and more expensive for a business to get the attention of their prospects, if they can get it at all.

Lucky for us, John has spent years developing unusual and unusually profitable techniques to do that. Sometimes at a surprisingly low cost.

Among the things he talks about are:

• How to rope in the attention of the very best customers in the market… weeks, months, and even years before your competitors even know who these customers are.

• The elevator pitch that turns into an earworm they can’t get out of your head. John explains how to put one of these together, and how it’s been used to get business in the course of a seven-floor elevator ride!

• How he has created out-of-the box USPs that seem to break all the rules, but also punch right through the ceiling on sales records!



Keywords: Unique Selling Proposition

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