Definitive Selling Proposition by Perry Marshall

Perry Marshall
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My sales have quadrupled.
“I went from one okay product to 7, and two of them are now hot sellers. One of them we specifically subjected to the DSP process … and that one took off. We have boosted sales and awareness of the strength of our selling proposition. We’ve had a very good result!

I personally have a very different mindset and awareness with regards what product to choose and how to present it.”
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“My best-selling product was put together using the data from the course - and that product took off. We couldn't keep it on the shelves - and it's a high end product (a $180 hair dryer).

It was crafted around the basics of the training and kaboom! So, the course was very, very instrumental in making that product take off. We are cooking and are putting together our next product with the same principles in mind.”

- Al Baker, Baker Media LLC
Laval-sur-Luzege, France


“Fresh Hot Pizza Delivered in 30 Minutes or Less, Guaranteed” was a fantastic USP in 1975.
In 2020, going to market with that is like pedaling a broken bicycle across 6 lanes of traffic on the Los Angeles 405 expressway.
If Last Year’s Hot Double Espresso is this year’s Sleeping Pill for Your Customers,
YOU need to Wake Up.
NOW.
A new Sea Change in marketing has come.
Dear Marketing Professional:
2003-2010 was the Golden Age of Google. If you could attain a solid edge against everybody else on the Big G (which was not always terribly difficult for some time, especially in AdWords), you enjoyed buckets of traffic.

The world ate out of your hand. Everyone was playing on YOUR turf. Plug in your killer offer and here comes the dinero, spilling hundred dollar bills on your living room floor like a hacked ATM machine.

2011-2015 was the Golden Age of Social Media. If you could get better engagements, better targeting, more viral action especially on Facebook, you were King For The Day. Twist your offer around to get extra Social love, and you were picking up customers left and right.

2016-2019 is the age of the Killer Offer. And the death of what used to be “good enough” or even great.

Traffic is not enough. Likes and Shares are not enough. And few can afford large quantities of traffic anyway.

What will be shall not be what came before.
The earth is rapidly shifting under your feet, Part 1: Uber has reached critical mass and they are expanding RAPIDLY. Billions of dollars in their coffers. And while media attention focuses on battles with City Hall, good ol’ boys clubs and cab companies, the real story is: They’ve slashed prices so low, drivers are down to minimum wage and EVERYONE is taking Uber EVERYWHERE. It’s so cheap and so seductive, no sane person could NOT try it.

That is a KILLER offer.

The earth is rapidly shifting under your feet, Part 2: Jet.com, buttressed by over two hundred million dollars of Venture Capital (!!!) is clashing violently with Amazon, aiming to be the Costco of the Internet. For bulk purchases their prices will be HALF of Amazon’s. Like a sumptuously provisioned army, they can afford to journey years through dry desert without making a profit.

That, my friend, is a KILLER offer. Lethal.

NOTICE THAT WHILE FACEBOOK, GOOGLE, SOCIAL ETC. CERTAINLY PLAY A ROLE WITH UBER AND JET, Google and FB are not the tipping points. The real deal is Uber’s killer, utterly irresistible offer; Jet’s USP of suicidally low prices. If they need to tape twenty dollar bills to every order until 2019, that’s what they’ll do.

If it costs even less to Uber than to own a car (it often does), then why not hire a minimum wage chauffeur every day of the week? Plus the supply of Uber drivers is endless. If one wrecks his vehicle, he foots the bill to fix it and another Uber driver stands waiting in line.

If Jet is half Amazon’s price, Jet WILL get you to try it out. Especially if you’re a church, school or business.

It’s all in the OFFER.

“I’m a small business,” you say. “Uber and Jet are NOT relevant to me. You’re wasting my time telling me this stuff.”
WRONGO. This DOES affect you, down to your marrow. It affects you the same way FedEx overnight affected mail order catalogs 30 years ago. It instantly made it impossible for anyone to get away with “Please allow 4-6 weeks for delivery.” Just like McDonald’s made it unacceptable for bacon and eggs to take 35 minutes. Same as the web made Bulletin Boards obsolete.

Old-school “Dominos Pizza” USPs are as useless as soggy pizza boxes. 2016 is the age of the LETHAL USP. Uber and Jet and Amazon possess lethal USPs and they don’t give a flying rip if they put YOU out of business.

Most people don’t know why sales are down. They don’t know why finely-tuned sales messages are drowning in the deafening, inane, tribal music of social media.

You ask: “Why is selling to my customers like trying to revive a drunk with black coffee and a cold shower?” You puzzle. “Why are customers slouching with MORE apathy and indifference and boredom?”

You wonder: “Why am I hemorrhaging MORE and more cash on Google Ads, Facebook ads…and getting LESS traction? Why am I spinning my wheels?”

“Why am I pressing SEND on more emails and getting less clicks?”

“I sent TEN emails about that new promotion – including blaringly obvious deadline subject lines – and I just got off the phone with a guy who had no idea whatsoever that we even sell that!”

“Why does it seem like EVERYTHING is getting harder?”

You reason to yourself: “Hey wait a minute! I AM unique! Nobody else does quite what I do. I have a rock-solid guarantee. I have good copy on my website. I write decent ads. I split test. We engage with our customers on Social Media. We send out emails twice every week. We have good autoresponder sequences. We employ Perry’s ‘maze’ concept.”

You reassure yourself: “I have USP. My team went over that again four months ago.”

Right. And you know what?

You’re still sliding backwards.

Why? Because of OFFER inflation.

A farmer has a field full of tall ripe corn plants, but look close and you see the leaves are full of holes from locusts. Corn is sickly, dry and shriveled.

Heartbreak at harvest time. Hard winter ahead.

Great traffic cannot save a typical, ordinary ‘good enough’ USP. You MUST create a DEFINITIVE Selling Proposition. The locusts quietly chomp away at your USP and your identity, 24/7/365. There’s less left than you thought.

THAT is why sales are soft.

But that’s not all.

You also need to consider the 90/10 X-Factor.

Every marketer should read my book 80/20 Sales and Marketing. Some folks should memorize entire chapters. Yet for those who already embrace 80/20… more bad news.

2016 to 2019 is not 80/20. It’s 90/10.

(This can also be good news… VERY good news… depending on which side of the coin you’re on.)

TEN PERCENT of the marketers will get NINETY PERCENT of the money and traffic. It’s no longer 20% who get 80% of the traffic. It’s more unequal than that.

That means if you’re #4 or #5 in your market, you’re not even on the radar. You’re not even Yahoo or Bing. You’re Dogpile. Soup kitchen.

It means unless you’re at least #2 or #3, you might as well not even exist.

And it means if you’re #1, you’re going to crush everyone.

Remember that ABBA song “The Winner Takes It All”? That’s the song of this decade, baby. Welcome to 2016-2019. The winner most definitely is going to take it all.

There’s a chance it’s going to be you.

You do have a chance.

If you own a DEFINITIVE Selling Proposition, you stand a RESPECTABLE FIGHTING chance, a new lease on life. Because once again that “Unique” Selling Proposition is no longer enough.

In the old days, all you had to do was answer these four questions:

Why should I read or listen to you?
Why should I believe what you have to say?
Why should I do anything about what you’re offering?
Why should I act now?

Now you need to answer THESE questions:

Why should I relinquish my cell phone in the coatroom before entering, then devote my attention exclusively to you?

Do you have the street cred of a Hollywood demigod?

Why should I wake up tomorrow at 4:30am to stand in line and beg for what you’ve got?

Why should I pay double to get it right now instead of waiting until tomorrow morning?

That’s a DSP. Definitive Selling Proposition.

Current example of USP inflation:

The #1 elite marketing event of 2005 was Gary Bencivenga’s Bencivenga 100 event in Manhattan. A mile from Times Square. The USP: “Come hear the world’s best living copywriter for 3 days. This guy pulled down $500,000 from ONE direct mail piece.”

Gary got 100 people at $5000 list price to show up.

The #1 elite marketing event of 2014 was my Star Principle event with Richard Koch. The USP: “Come hear the fractional billionaire who made $100 million from ONE investment. Oh, and he’s worked 1-2 hours a day for the last 25 years.”

I got 80 people at $7500 list price to show up.

Gary and I reaped similar results from our efforts. Both audiences raved about the experience. But do you see the triple espresso demands on the USP in less than a decade’s time?

I don’t make up the rules. I just inform you what they are. And the rules are:

If you don’t transform your USP into a LETHAL USP, a Definitive Badass Diamond-Tipped Sawblade, then the grim reaper is heading your way.
Did I mention the economic turmoil which exacerbates any and all of these problems?

Will Greece and the Euro bite us all in the ass? Will they be the Balrog in Lord of the Rings, whose whip snaps up and drags Gandalf into the abyss, right after Gandalf thinks he took the beast completely out? How about the shuddering price of gold and the Chinese Stock Market? Is any of this gonna give us United States whiplash?

Joe Sugarman, founder of BluBlockers, was running his gadget outlet JS&A in the 1970’s. He said every time Jimmy Carter said something stupid, sales went down. So…will you be armed to weather the malaise and hopelessness that your customers may experience? You’ll need a superior USP to overcome that.

None of us can say what will happen. But what I can say is, you betta not stick your head in the sand. If there was ever a time to be wide awake and vigilant, the time is NOW.

Planet Perry members ARE gaining ground with Definitive, 2020-Proof Selling Propositions.
Charles started a nutrition business in the UK which uniquely blends both online and offline delivery, such that even in an impossibly, ferociously competitive market (choked with inane government regs), he’s growing at high double digits. His Star Principle scorecard is 165 (max is 200). He’s pulled this off without taking on a single investor. Goal: Sell his firm for nine figures.

Jeff has a tiny B2B software niche by the balls. He’s far and away the best choice and controls that market. Jeff says, “When you’re a human you can’t afford to lose one leg. When you’re a centipede, losing one leg is no big deal.” His feature set dramatically outstrips his closest competitor. That momentum started in late 2008 when he came to a 4-Man Intensive. It was right after the stock market crash and his market was drenched in blood.

Jeff was about to retreat, to batten down the hatches and try to ride out the recession. But I advised him: Jeff, put your six staff members on a plane and WOO every single potential customer with their in-person presence at every sales call (your competitor will try to save money by selling via Skype) and prove to them that without your software they’ll go bankrupt. He did, and pretty soon bankrupt CEOs were offering to sell him their companies.

His main market is not growing, but Jeff’s primary software company is the cash cow that is funding four other spinoffs. In the last decade Jeff has spent stretches living in his office… but at least once every three months now he’s hobnobbing with billionaires. He invests an insane amount of money in personal education, and it shows.

Roundtable member Rick made $900,000 in a single deal this year. Multiple deals on the table. He’s the ONLY guy in California who does what he does and people are literally dying to make their relatives Rick’s next client.

Roundtable member Nancy Slessenger was a struggling, wobbly HR consultant just a few years ago. Now she runs a staffing and hiring machine that sports the best guarantee in the business. While others could attempt to copy her marketing message, I’m not sure any can copy her process. Accelerating like a rocket.

Private Client Group member Jeffrey E. dominates the educational space for part of an entire profession. He routinely has suitors offering millions to buy his company. Not enough millions yet though. Solidly profitable and bridging the gap to the next chasm that competitors will find impossible to cross.

Private Client Group member David in Australia has harnessed the Network Effect. That’s when you generate a confluence of buyers and sellers, all operating within YOUR ecosystem, effectively giving you a monopoly. His is in Australia. He is parlaying this same monopoly into the United States as we speak.

Roundtable Member Patrick in Western Europe has three businesses, none of which occupy more than ten hours a week. Two mostly occupy one hour per week. He’s about to buy a million dollar home. His biggest complaint at our meetings is there’s not enough to do. I told him to find a cause that sets his pants on fire.

Roundtable Member Megan Macedo turned a major corner last fall and went from running a rather unexciting website development and consulting business, to being the #1 Queen of Be Yourself Marketing. She achieved that magical transition of creating a niche where none existed before, yet in the midst of pent-up demand. Her rates have tripled in the last 12 months. Her empire grows even as we speak. No one can imitate her.

All of these individuals share one thing in common: A Definitive, “90/10 Market Domination” Selling Proposition. A DSP that causes all others to sit up and take notice – and competitors to fear.

INTRODUCING: Definitive Sales Proposition (DSP)
The USP for the Age of Lethal Offers
Definitive Selling Proposition
$1497 (or $997 with New Renaissance 12)
Includes 3 training modules and help crafting your DSP
from a Planet Perry-approved Pro Copywriter.


Not sure? Reach out to Cuyler [[email protected] or +1 (708) 552-3074] and he can help see if it’s a good fit for you or not.



What Uber, Jet, Apple, and the Planet Perry members mentioned above now possess can no longer be accurately described as a “USP” anymore.

We need new terminology.

That’s why I’m call this the “Definitive Sales Proposition” or “DSP”

What’s a DSP?

A DSP is a multi-dimensional USP.
A DSP is a USP uncovered using a 9-layered matrix.
A DSP is USP with a “magic ingredient” that adds a defensibility component to your USP that cannot be constructed using fill-in-the-blank USP templates.
A DSP is USP revealed through turning over every stone in your business to find competitive advantages that you didn’t know you had…or could have…before.
A DSP is a thorough, systematic expansion of your USP, with tentacles that grow into deep roots…it requires work, but it’s the most vital work you’ll do this year…probably even this decade.
A DSP not only TELLS your story but REDEFINES it to its core.
A DSP makes your product fundamentally more alluring.
A DSP never elicits a “SO WHAT?” response from your marketplace. No one can be indifferent to a true DSP. They either love you or hate you. (I got hate mail when I created my event with Richard Koch. Millionaires who were NOT fractional billionaires accused me of lying. Good. I dragged egos through the mud until I garnered their attention.)
A DSP sharpens your message to a point of SPECIFICITY and SIMPLICITY that it pierces right through noise.
A DSP is the ONLY thing your customer will rave about.
Do You Need a DSP?
You need a DSP if you’ve gone through the traditional USP steps and…
You’ve still got a USP that’s based solely on slight competitive advantages like your ability to haul in cheap traffic, your evangelistic ability to convert prospects, or your profitable pricing model.

Those advantages are awesome… but they are not long-term defensible…

The Story of the “Mattress Man, God of Traffic”
Years ago a guy used to come on my coaching calls. Was way back before everybody and his skunkworks had a Google AdWords account.

This guy knew AdWords better than anybody selling his product. He knew his SEO too.

He was a tiny traffic god of the early 21st Century.

And he did really well.

Selling mattresses.

He bought them wholesale, bought traffic cheaper than anybody, and sold them for a decent profit.

Rinse and repeat and repeat and repeat.

Zero USP.

Nothing differentiated him from anybody else in his market except a slight price and traffic advantage.

He was just a traffic Zeus.

And that was enough.

He killed it.

For a while.

Then, of course, everybody else figured out Google AdWords and SEO. His only advantage went poof. And he had to scrap his mattress business and go looking for another gig.

Not sure whatever became of him.

Hope he found a business in which he could develop a real USP.

Big Lesson…

Traffic ain’t USP. No matter how good you are at attracting it.
Conversion ain’t a USP. No matter how good you are at sweet-talking or even hypnotizing buyers.
Economics ain’t a USP. No matter how attractive your pricing structures are.
All are subject to the winds of change.

All can flee like wild horses over the hills.

And leave you holding a warehouse full of mattresses you can’t sell.

Leave you wondering, “What happened? Why do I suddenly have to spend twice as much to halve my results?”

“Why are my customers no longer paying any attention to me?”

“Why is my advertising drowned out by a sea of mindless distractions?”

But a DSP?

Well, that transforms your cap-gun advantages in traffic, conversion, or economics into AK-47s.

In fact, a DSP unlocks hidden advantages in traffic, conversion and economics you didn’t even realize you had…and unleashes them on your unsuspecting competition.

You Need a DSP if…
Your product or service can be copycatted, duplicated or reverse engineered.

The mark of a true USP or DSP is DEFENSIBILITY.

Is your USP a defensible formula, method, experience, personality, or advantage?

You Need a DSP if…
Your current USP is based on your product or service.

(Experience-based USPs are much harder to crack.)

You Need a DSP if…
Your current USP is not based on radical simplicity.

You Need a DSP if…
Your current USP based solely on tangible, “logical” advantages.
You sell a complex, mature, complete solution.
You sell in a space where competition is frenzy-level thick.
You need a decisive way to cut through the clutter.
Your customers still ask “What makes you guys different from the other guys?
You’re getting your ass handed to you.
Bryan Todd and I have been helping marketers craft USPs for over 10 years.

Every single Planet Perry member who has been through our Bobsled Run has had hands-on help from me and Bryan.

USP is the starting point for everything we teach in that course.

You don’t move to step 2 until you bang out a solid USP.

I estimate, through Bobsled Run and his popular USP Breakthrough course, Bryan has helped over 500 entrepreneurs hammer out a daisho-sharp USP.

And now, we’re adding a deeper layer.

The DSP Layer.

This program is going to start with a major X-Factor that you must put in place before you even start wordsmithing and doing ‘normal USP stuff’.

In three coaching sessions, Bryan Todd and his team of USP experts take you through the 9-layer DSP Matrix.

Every single student will get hands-on help from a Professional Copywriter. You will leave with your USP clearly defined, outlined, positioned, and you’ll have supporting stories and evidence READY-TO-GO so you can either easily bang out a sales page or else hand it off to even a “B-Level” copywriter and get outstanding results.
Definitive Selling Proposition
with Hands on Guidance by a Pro Copywriter
$1497 (or $997 with New Renaissance 12)
Includes 3 training modules and help crafting your DSP
from a Planet Perry-approved Pro Copywriter.


Not sure? Reach out to Cuyler [[email protected] or +1 (708) 552-3074] and he can help see if it’s a good fit for you or not.

You’ll get Bryan’s complete process. Together with my “X-Factor” I just mentioned, and also my “Y-Factor.”

What’s the Y-Factor?

The Y-Factor is: Starbucks has a DSP – even though they don’t really have a USP!!!!

Starbucks undoubtedly has a Definitive, Bulletproof, Lethal Selling Proposition – despite the fact that if you write down their “logical” USP according to our original, classic Planet Perry USP formula, they don’t really have a USP!

Seriously. Besides location, go ahead and try to list even three purely logical, rational “arguments” why you should go to Starbucks instead of any other establishment that sells hot beverages.

What’s up with that?

It’s hugely important. I’ll cover that in session 3.

Plus, there’s even more if you want it.

Everyone will get access to a professional copywriter who will help you breathe life into your DSP. You can even hire that copywriter after they’re done honing your USP into knife-edge sharpness.

My Pledge to You!
This will not add yet another item to your ever-growing To-Do list. I’ve designed every option in Definitive Selling Proposition to help you get your DSP identified, sharpened, and implemented in as little time as humanly possible. Every option includes assistance from Planet Perry approved professionals. You will get this done FAST. Period.


When you complete this experience, you’ll know one of two things…

You’ll know you have more than just a temporary competitive advantage. You’ll possess a defensible, long-term definitive sales proposition. You’ll have a killer offer for the age of the killer offer. OR…
You’ll know you’re in the wrong business. You’ll know it’s time to get out of Dodge. You’ll know you need to stop selling what you’re selling and get another gig.
If you find out that #2 is you, well, that will suck.

But it won’t suck as much as wasting another year, two years, or five years of your life slogging away in a business that will never provide you with the revenue and profit you need to pursue your passions.

Better find that out now and cut your losses. It’ll be the cheapest way you could possibly find out you’re in the wrong business. Then you can cut the strings and walk on. Plus you’ll know exactly what your next gig should look like. You’ll have DSP in your bones.

But if you do find out #1 is you, I’ll guarantee you 5 things…

In fact, I’ll let you pick the 5 things…

My “Pick 5” Definitive Sales Proposition
Guarantee
Pick 5 of These 10…
Boost your click-thru-rate by 20%
Slash your cost-per-action by 20%
Cut your cost-per-click by 10%
Raise your prices by 10%
Increase your sales by 10%
Raise your sales team’s close rate by 10%
Notice a distinct change in the quality of questions you get from your customers
Earn a position of honor in your marketplace
Wrestle control of the transaction from the customer…you are in charge!
Wake your customers up from their apathetic slumber.
Here’s How You Get the “Pick 5” Guarantee…
Just send us a “Before and After” screenshot of your USP on your sales pages within 60 days from your date of purchase.

And if I didn’t get you 5 out of those 10, I’ll give you your money back.

How Much Does this Cost?
$1497.00 (or $997 with New Renaissance 12)

You get access to all 3 webinars with Bryan Todd. He’ll take you through his 9-Layer DSP Matrix. You get the “Pick 5” Guarantee. You get to hammer out your new, lethal DSP.

Plus you get access to a professional copywriter. Your copywriter will help you flesh out your DSP and core DSP stories. After working with your DSP copywriter, you’ll own documentation you can hand to any B-level or above copywriter and get back sales copy that communicates your DSP.
If you achieve only ONE of the PICK 5 guarantees

Boost your click-thru-rate by 20%
Slash your cost-per-action by 20%
Cut your cost-per-click by 10%
Raise your prices by 10%
Increase your sales by 10%
Raise your sales team’s close rate by 10%…
Etc…you’ll earn back your investment in a matter of weeks…maybe even days.



Definitive Selling Proposition
with Hands on Guidance by a Pro Copywriter
$1497 (or $997 with New Renaissance 12)
Includes 3 training modules and help crafting your DSP
from a Planet Perry-approved Pro Copywriter.


Not sure? Reach out to Cuyler [[email protected] or +1 (708) 552-3074] and he can help see if it’s a good fit for you or not.



In The Age of the Killer Offer, THIS is your #1 Job.
If You Slack Off and Leave it to Someone Else…You’re a Burnt Biscuit in a Smoking Oven.
Have you ever paid a lot of money to hire a professional copywriter? Ever waited breathlessly to get the copy? And when you got it was it…less than you expected?

Ever throw up that copy on your site and get back less than bank-breaking revenues?

Did you get a few vulturous opt-ins when you were expecting a flock of hungry buyers?

A few minnows swimming into your lead pool…but no whales?

Do you know why that happened?

(OK, sure, maybe the writer sucked. That’s always a possibility.)

But, more likely, you trusted the copywriter with THE job you should have done yourself.

A job only you can do well.

What were you asking the copywriter to do?

Hammer out your unique selling proposition.

Most people want someone to hand it to them on a silver platter. It’s not totally your fault (but it will be after you read this letter) because we all used to do it.

We used to do it because we used to be able to get away with it.

Back in ye olden days, before the Yelps and the Facebooks and the Twitters and the Amazons made it super easy to review products and services…

Well, back then, a slick word jockey had the chops to weave your USP-less sow’s ear into an order-sucking silk purse.

Not today, dear reader.

No million-dollar wordsmith can outsell 627 one-star reviews on Amazon.

Ain’t happening. Crumbling dry biscuits in an oven that’s been left unattended for six hours.

Here’s a copywriting secret for the Age of the Killer Offer: If you have a bionic, bullet-proof DSP, the copy writes itself.

You make your copywriter’s job about 100 times easier.

And your copy does pull like you want it to pull.

And you do boat the whales you hoped to harpoon.

So, you can keep paying all those genius copywriters, consultants, PPC experts, and all the other gurus out there more and more money for fewer and fewer results…

Or you can get a real DSP and drive your tentacles deep into the ground, deep into your customers’ psyche… where you really can answer those four wicked DSP questions with pride.

The age of the Domino’s Pizza USP is over. You can’t survive by scraping cheese off the box lid. Help yourself to some real Chicago deep-dish pizza… together with that Diamond Tipped Sawblade.

And:

Carpe Diem – Seize the Day.


Perry Marshall


Definitive Selling Proposition
with Hands on Guidance by a Pro Copywriter
$1497 (or $997 with New Renaissance 12)
Includes 3 training modules and help crafting your DSP
from a Planet Perry-approved Pro Copywriter.



Not sure? Reach out to Cuyler [[email protected] or +1 (708) 552-3074] and he can help see if it’s a good fit for you or not.

What People Are Saying…

We experienced major transformation by uncovering a huge set of USP contributors. Through competitor/market analysis along with conversations at corporate we discovered that competitors are asleep and the market is begging for performance. And also through live customer biopsy using Perry’s divine Swiss Army Knife. It “oughta be illegal in most states.” The above dynamic has caused a tsunami at Ulrich allowing me to acquire a $300,000 budget to overhaul our system and take online PPC/direct marketing to a stellar level.

Eugene Ulrich, Ulrich Barn Builders, Dallas TX


“In December of last year we contacted you since our business was hurting. Our sales were non-existent. Well we changed everything again to exactly what you said. Since that time, there is no looking back anymore. I literally had days I could not write quotes because I was too busy writing up orders. People did no longer contact us wondering what they need but they already knew exactly what they needed from our website. People I never heard from on Monday ordered $50,000 worth of equipment by Wednesday. We just had the highest sales month in the company’s history. Website hits climbed from a modest 400 in January to 1.1 million in May!

p.s. Some of our vendors want to know how we did it. Should I charge them for this info?”

Juergen Flachowsky, Maple Ridge, BC, Canada


“I have used Perry’s system to start a successful consultancy business from scratch. I have only just started to experiment with his systems, and I am struggling to keep up with the leads coming in, seriously. So the only caution I offer is that if you are going to fit a turbo-charger like his system to your business, make sure you have a chassis that can handle it!”

Terence Dove, Terence Dove Transport, Wellingborough, UK


“Just a quick note of thanks! I know your marketing materials are generally intended to improve businesses rather than create them from scratch, but it appears to work for start-ups anyway. The results are amazing. And they’ve just started. I came up with my business idea two days before Christmas, wrote and sent my press release to 30 magazines, wrote up the accompanying papers between Christmas and New Years, and am receiving requests by the bucketful today (January 10th). Incredibly, I’m already thinking that I may have to raise my prices to keep from being overwhelmed with customers. A few folks have actually asked how to make a purchase BEFORE I directly offered my service for sale. I’m a fan forever!”

Susan Kennison, Harpers Ferry, West Virginia


Today I’ve already received one email of interest after just 4 hours of the working day. A most effective and impressive strategy, which I will be using wholeheartedly from this day forward. A million thanks for your invaluable insights! Keep them coming!”

David Rothwell, UK


“Our problem is that we have been so successful implementing your suggestions that all of our friends and acquaintances now want to come to us for advice!”

Tom Meloche. Ann Arbor, MI


“The results I am starting to see are nothing short of amazing. Perry Marshall has helped me get to a point where I have daily emails from people who want to buy our products and services – prospects I have a terrific chance of closing. I have increased my prices 50% over our main competitors with no decrease in sales. In fact we have just had our best week of sales in the last 13 years!”

John Rinaldi, President, Real Time Automation Inc., Wauwatosa, WI


We have built one business from being worth a couple of million dollars, maybe 3 million tops, to being a 10 million dollar enterprise.

In just over 12 months.

1st Month Coaching Signups Improved By 5.7%. Site Usage (We have a search based site, so defined by number of searches, views) Improved By 14.5%

2nd Month Coaching Signups Improved By 9.9% Over Previous Month Site Usage Improved By 23.7% Over Previous Month

So at the 2 month mark, the real increase to this site is a massive 41.6% increase in site usage, and a 14.5% increase in total signups.

Jim McKinnon
Victoria Australia


We are on target to have our best month ever ($25,000+) and I haven’t even had a steady place to live. I’ve been traveling the last 4 weeks to Orlando for 2 weeks, then down to Key West buying a new home. Thank you Perry for your awesome class and I mean that in more ways than one : )

One idea Perry gave me to add to our hurricane promotion resulted in the single largest sales day ever – over $1,100 for one product in one day. Another copywriting idea he gave me shot response over 35% on a one page sales letter. The concepts he teaches go far beyond Google and AdWords.

Russ Benefield
Key West, Florida (formerly Hillsboro Beach, FL)


These are my results, they speak for themselves – here’s what happened since I started working with you at the end of December:

Dec: $5,000 online

Jan: $10,000 online

Feb: $15,000 online

Mar: $21,000 online

April: $25,000 online

And in October I crossed the $100,000 mark. I’ve made so many optimization changes based on your recommendation it’s hard to keep track.

Each piece of advice made a positive difference, from something as simple as reducing the size of my site masthead and improving the download speed, to dissecting my conversion process in detail and then reconstructing it.

Ari Galper, Unlock The Game
Sydney, Australia


February and March are the slowest months for our business. Yet, due in large part to you, Perry, we have been profitable the last few months. To give you an example, in February (1 year ago Pre-Perry), we lost $15,959.78.

This February (Post-Perry) we were profitable $16,059.91. Last March, it was negative $13,964.56 and this March it is at plus $5,227.22 as of today with a $8,000 to $10,000 check coming on Thursday via direct deposit.

These are real numbers. Without question, this class and the materials I have obtained have been the best business investments I have ever made. I can hardly wait to see what you will come out with next.

Jeff Hughes
Menomonee Falls, WI


“I have increased the amount of traffic to my site by over 400 clicks per day, and I’ve increased my opt-in rate from 3% to 12%. For me this means an extra 4 sales a day, which is an extra $160.00 per day in profits.”

David Nevogt
St. Charles, IL


“You gave me a great tip on lead generation and positioning. Result: 15 new leads and a consulting engagement worth $10,000.”

Scott Braden
Richardson, TX


I am estimating (not had a chance to crunch the numbers properly yet) that we have had a 30% increase at least in the past 14 days, without any significant increase in traffic to the site (our PPC CTR averages around 11%, with many ad groups getting 60%+).

Conversions have increased from 1.5% to over 6% in the past four months. CTR is highest in the industry. Everything very cool.

Mark Attwood
Manchester, England


With all the other internet marketing programs I was always spending money and getting nowhere and it was like a carrot at the end of a stick, always just a little out of reach.

Before Perry’s program, I was happy to just be making more than my ad cost and building my list. But if you compare the two months before I started the program to the two months in his program, my profits increased 168 fold.

Even by the most absolutely conservative estimate, skewing the numbers the worst possible way, my numbers still come out more than 1200% better than my very best prior month.

My net profit for every click increased 50X. I’ve grown my numbers and cut my ad cost, by doing a whole lot less selling and a whole lot more relationship building.

Sunny Hills
Maui, Hawaii


“On February 23 I changed the landing page according to your instructions. Before, my average conversion rate was almost 3.5%. Since that date, it’s a crazy 10.7%! Thanks again!”

Rob van Andel
Appeldoorn, The Netherlands


“What I enjoyed most about this was listening to the questions Perry was asking to drill down to get to the core of the story that’s gonna resonate with the audience. It’s the following the roadmap that I’ve enjoyed even more than the treasure chest at the end.”

Adam Kreitman, St. Louis, MO


“Watching these components come together was brilliant. Gave me an overview I couldn’t see before.”

Richard Lees, Port Moody, Canada

“I’ve managed and worked with creatives for 40+ years, ie musicians, singers, graphic designers, painters and craftsmen in leather, wood, clay and metal, etc. … Perry has demonstrated he is a craftsman with words …”

Will Springer, Fletcher, NC


“I love this because it helps me see how we want to get into the emotions of the prospect. I have heard it before, but I see how to apply it now.”

Thomas Alvord, Provo, UT


“I finally understand that there is a repeatable structure that is also completely genuine and true. And I can do that.”

Nancy Sayre, Emmaus, PA


This is the thinking behind the writing – I’ve taken notes and created my own system of layers which will be invaluable. That makes a huge difference to my way of thinking.

Sabrina Hinds
Ontario, Canada


This stuff is gold.

Andrew Thompson
Grand Rapids, MI


I learned I lot because I was unconscious competent in writing and now I am conscious competent because now I know the why and that makes a huge difference.

May Yue
St. Louis Park, MN


These are six- and seven- figure ideas for sure. This is going to be a rockin’ year. (not the best exciting verb, but better than ‘good…’) EXCELLENT stuff! Thanks Perry and Jack!

Boys, this is TOTALLY delivering the goods. This is such a BARGAIN.

David Kwiecinski
Winthrop Harbor, IL


It’s good! That stuff about the “lizard brain” pass and resonating could add thousands of dollars to my bottom line this year.

Aaron Tyrrell
Victoria, Australia

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MEMBERS
My sales have quadrupled.
“I went from one okay product to 7, and two of them are now hot sellers. One of them we specifically subjected to the DSP process … and that one took off. We have boosted sales and awareness of the strength of our selling proposition. We’ve had a very good result!

I personally have a very different mindset and awareness with regards what product to choose and how to present it.”
...

...
“My best-selling product was put together using the data from the course - and that product took off. We couldn't keep it on the shelves - and it's a high end product (a $180 hair dryer).

It was crafted around the basics of the training and kaboom! So, the course was very, very instrumental in making that product take off. We are cooking and are putting together our next product with the same principles in mind.”

- Al Baker, Baker Media LLC
Laval-sur-Luzege, France


“Fresh Hot Pizza Delivered in 30 Minutes or Less, Guaranteed” was a fantastic USP in 1975.
In 2020, going to market with that is like pedaling a broken bicycle across 6 lanes of traffic on the Los Angeles 405 expressway.
If Last Year’s Hot Double Espresso is this year’s Sleeping Pill for Your Customers,
YOU need to Wake Up.
NOW.
A new Sea Change in marketing has come.
Dear Marketing Professional:
2003-2010 was the Golden Age of Google. If you could attain a solid edge against everybody else on the Big G (which was not always terribly difficult for some time, especially in AdWords), you enjoyed buckets of traffic.

The world ate out of your hand. Everyone was playing on YOUR turf. Plug in your killer offer and here comes the dinero, spilling hundred dollar bills on your living room floor like a hacked ATM machine.

2011-2015 was the Golden Age of Social Media. If you could get better engagements, better targeting, more viral action especially on Facebook, you were King For The Day. Twist your offer around to get extra Social love, and you were picking up customers left and right.

2016-2019 is the age of the Killer Offer. And the death of what used to be “good enough” or even great.

Traffic is not enough. Likes and Shares are not enough. And few can afford large quantities of traffic anyway.

What will be shall not be what came before.
The earth is rapidly shifting under your feet, Part 1: Uber has reached critical mass and they are expanding RAPIDLY. Billions of dollars in their coffers. And while media attention focuses on battles with City Hall, good ol’ boys clubs and cab companies, the real story is: They’ve slashed prices so low, drivers are down to minimum wage and EVERYONE is taking Uber EVERYWHERE. It’s so cheap and so seductive, no sane person could NOT try it.

That is a KILLER offer.

The earth is rapidly shifting under your feet, Part 2: Jet.com, buttressed by over two hundred million dollars of Venture Capital (!!!) is clashing violently with Amazon, aiming to be the Costco of the Internet. For bulk purchases their prices will be HALF of Amazon’s. Like a sumptuously provisioned army, they can afford to journey years through dry desert without making a profit.

That, my friend, is a KILLER offer. Lethal.

NOTICE THAT WHILE FACEBOOK, GOOGLE, SOCIAL ETC. CERTAINLY PLAY A ROLE WITH UBER AND JET, Google and FB are not the tipping points. The real deal is Uber’s killer, utterly irresistible offer; Jet’s USP of suicidally low prices. If they need to tape twenty dollar bills to every order until 2019, that’s what they’ll do.

If it costs even less to Uber than to own a car (it often does), then why not hire a minimum wage chauffeur every day of the week? Plus the supply of Uber drivers is endless. If one wrecks his vehicle, he foots the bill to fix it and another Uber driver stands waiting in line.

If Jet is half Amazon’s price, Jet WILL get you to try it out. Especially if you’re a church, school or business.

It’s all in the OFFER.

“I’m a small business,” you say. “Uber and Jet are NOT relevant to me. You’re wasting my time telling me this stuff.”
WRONGO. This DOES affect you, down to your marrow. It affects you the same way FedEx overnight affected mail order catalogs 30 years ago. It instantly made it impossible for anyone to get away with “Please allow 4-6 weeks for delivery.” Just like McDonald’s made it unacceptable for bacon and eggs to take 35 minutes. Same as the web made Bulletin Boards obsolete.

Old-school “Dominos Pizza” USPs are as useless as soggy pizza boxes. 2016 is the age of the LETHAL USP. Uber and Jet and Amazon possess lethal USPs and they don’t give a flying rip if they put YOU out of business.

Most people don’t know why sales are down. They don’t know why finely-tuned sales messages are drowning in the deafening, inane, tribal music of social media.

You ask: “Why is selling to my customers like trying to revive a drunk with black coffee and a cold shower?” You puzzle. “Why are customers slouching with MORE apathy and indifference and boredom?”

You wonder: “Why am I hemorrhaging MORE and more cash on Google Ads, Facebook ads…and getting LESS traction? Why am I spinning my wheels?”

“Why am I pressing SEND on more emails and getting less clicks?”

“I sent TEN emails about that new promotion – including blaringly obvious deadline subject lines – and I just got off the phone with a guy who had no idea whatsoever that we even sell that!”

“Why does it seem like EVERYTHING is getting harder?”

You reason to yourself: “Hey wait a minute! I AM unique! Nobody else does quite what I do. I have a rock-solid guarantee. I have good copy on my website. I write decent ads. I split test. We engage with our customers on Social Media. We send out emails twice every week. We have good autoresponder sequences. We employ Perry’s ‘maze’ concept.”

You reassure yourself: “I have USP. My team went over that again four months ago.”

Right. And you know what?

You’re still sliding backwards.

Why? Because of OFFER inflation.

A farmer has a field full of tall ripe corn plants, but look close and you see the leaves are full of holes from locusts. Corn is sickly, dry and shriveled.

Heartbreak at harvest time. Hard winter ahead.

Great traffic cannot save a typical, ordinary ‘good enough’ USP. You MUST create a DEFINITIVE Selling Proposition. The locusts quietly chomp away at your USP and your identity, 24/7/365. There’s less left than you thought.

THAT is why sales are soft.

But that’s not all.

You also need to consider the 90/10 X-Factor.

Every marketer should read my book 80/20 Sales and Marketing. Some folks should memorize entire chapters. Yet for those who already embrace 80/20… more bad news.

2016 to 2019 is not 80/20. It’s 90/10.

(This can also be good news… VERY good news… depending on which side of the coin you’re on.)

TEN PERCENT of the marketers will get NINETY PERCENT of the money and traffic. It’s no longer 20% who get 80% of the traffic. It’s more unequal than that.

That means if you’re #4 or #5 in your market, you’re not even on the radar. You’re not even Yahoo or Bing. You’re Dogpile. Soup kitchen.

It means unless you’re at least #2 or #3, you might as well not even exist.

And it means if you’re #1, you’re going to crush everyone.

Remember that ABBA song “The Winner Takes It All”? That’s the song of this decade, baby. Welcome to 2016-2019. The winner most definitely is going to take it all.

There’s a chance it’s going to be you.

You do have a chance.

If you own a DEFINITIVE Selling Proposition, you stand a RESPECTABLE FIGHTING chance, a new lease on life. Because once again that “Unique” Selling Proposition is no longer enough.

In the old days, all you had to do was answer these four questions:

Why should I read or listen to you?
Why should I believe what you have to say?
Why should I do anything about what you’re offering?
Why should I act now?

Now you need to answer THESE questions:

Why should I relinquish my cell phone in the coatroom before entering, then devote my attention exclusively to you?

Do you have the street cred of a Hollywood demigod?

Why should I wake up tomorrow at 4:30am to stand in line and beg for what you’ve got?

Why should I pay double to get it right now instead of waiting until tomorrow morning?

That’s a DSP. Definitive Selling Proposition.

Current example of USP inflation:

The #1 elite marketing event of 2005 was Gary Bencivenga’s Bencivenga 100 event in Manhattan. A mile from Times Square. The USP: “Come hear the world’s best living copywriter for 3 days. This guy pulled down $500,000 from ONE direct mail piece.”

Gary got 100 people at $5000 list price to show up.

The #1 elite marketing event of 2014 was my Star Principle event with Richard Koch. The USP: “Come hear the fractional billionaire who made $100 million from ONE investment. Oh, and he’s worked 1-2 hours a day for the last 25 years.”

I got 80 people at $7500 list price to show up.

Gary and I reaped similar results from our efforts. Both audiences raved about the experience. But do you see the triple espresso demands on the USP in less than a decade’s time?

I don’t make up the rules. I just inform you what they are. And the rules are:

If you don’t transform your USP into a LETHAL USP, a Definitive Badass Diamond-Tipped Sawblade, then the grim reaper is heading your way.
Did I mention the economic turmoil which exacerbates any and all of these problems?

Will Greece and the Euro bite us all in the ass? Will they be the Balrog in Lord of the Rings, whose whip snaps up and drags Gandalf into the abyss, right after Gandalf thinks he took the beast completely out? How about the shuddering price of gold and the Chinese Stock Market? Is any of this gonna give us United States whiplash?

Joe Sugarman, founder of BluBlockers, was running his gadget outlet JS&A in the 1970’s. He said every time Jimmy Carter said something stupid, sales went down. So…will you be armed to weather the malaise and hopelessness that your customers may experience? You’ll need a superior USP to overcome that.

None of us can say what will happen. But what I can say is, you betta not stick your head in the sand. If there was ever a time to be wide awake and vigilant, the time is NOW.

Planet Perry members ARE gaining ground with Definitive, 2020-Proof Selling Propositions.
Charles started a nutrition business in the UK which uniquely blends both online and offline delivery, such that even in an impossibly, ferociously competitive market (choked with inane government regs), he’s growing at high double digits. His Star Principle scorecard is 165 (max is 200). He’s pulled this off without taking on a single investor. Goal: Sell his firm for nine figures.

Jeff has a tiny B2B software niche by the balls. He’s far and away the best choice and controls that market. Jeff says, “When you’re a human you can’t afford to lose one leg. When you’re a centipede, losing one leg is no big deal.” His feature set dramatically outstrips his closest competitor. That momentum started in late 2008 when he came to a 4-Man Intensive. It was right after the stock market crash and his market was drenched in blood.

Jeff was about to retreat, to batten down the hatches and try to ride out the recession. But I advised him: Jeff, put your six staff members on a plane and WOO every single potential customer with their in-person presence at every sales call (your competitor will try to save money by selling via Skype) and prove to them that without your software they’ll go bankrupt. He did, and pretty soon bankrupt CEOs were offering to sell him their companies.

His main market is not growing, but Jeff’s primary software company is the cash cow that is funding four other spinoffs. In the last decade Jeff has spent stretches living in his office… but at least once every three months now he’s hobnobbing with billionaires. He invests an insane amount of money in personal education, and it shows.

Roundtable member Rick made $900,000 in a single deal this year. Multiple deals on the table. He’s the ONLY guy in California who does what he does and people are literally dying to make their relatives Rick’s next client.

Roundtable member Nancy Slessenger was a struggling, wobbly HR consultant just a few years ago. Now she runs a staffing and hiring machine that sports the best guarantee in the business. While others could attempt to copy her marketing message, I’m not sure any can copy her process. Accelerating like a rocket.

Private Client Group member Jeffrey E. dominates the educational space for part of an entire profession. He routinely has suitors offering millions to buy his company. Not enough millions yet though. Solidly profitable and bridging the gap to the next chasm that competitors will find impossible to cross.

Private Client Group member David in Australia has harnessed the Network Effect. That’s when you generate a confluence of buyers and sellers, all operating within YOUR ecosystem, effectively giving you a monopoly. His is in Australia. He is parlaying this same monopoly into the United States as we speak.

Roundtable Member Patrick in Western Europe has three businesses, none of which occupy more than ten hours a week. Two mostly occupy one hour per week. He’s about to buy a million dollar home. His biggest complaint at our meetings is there’s not enough to do. I told him to find a cause that sets his pants on fire.

Roundtable Member Megan Macedo turned a major corner last fall and went from running a rather unexciting website development and consulting business, to being the #1 Queen of Be Yourself Marketing. She achieved that magical transition of creating a niche where none existed before, yet in the midst of pent-up demand. Her rates have tripled in the last 12 months. Her empire grows even as we speak. No one can imitate her.

All of these individuals share one thing in common: A Definitive, “90/10 Market Domination” Selling Proposition. A DSP that causes all others to sit up and take notice – and competitors to fear.

INTRODUCING: Definitive Sales Proposition (DSP)
The USP for the Age of Lethal Offers
Definitive Selling Proposition
$1497 (or $997 with New Renaissance 12)
Includes 3 training modules and help crafting your DSP
from a Planet Perry-approved Pro Copywriter.


Not sure? Reach out to Cuyler [[email protected] or +1 (708) 552-3074] and he can help see if it’s a good fit for you or not.



What Uber, Jet, Apple, and the Planet Perry members mentioned above now possess can no longer be accurately described as a “USP” anymore.

We need new terminology.

That’s why I’m call this the “Definitive Sales Proposition” or “DSP”

What’s a DSP?

A DSP is a multi-dimensional USP.
A DSP is a USP uncovered using a 9-layered matrix.
A DSP is USP with a “magic ingredient” that adds a defensibility component to your USP that cannot be constructed using fill-in-the-blank USP templates.
A DSP is USP revealed through turning over every stone in your business to find competitive advantages that you didn’t know you had…or could have…before.
A DSP is a thorough, systematic expansion of your USP, with tentacles that grow into deep roots…it requires work, but it’s the most vital work you’ll do this year…probably even this decade.
A DSP not only TELLS your story but REDEFINES it to its core.
A DSP makes your product fundamentally more alluring.
A DSP never elicits a “SO WHAT?” response from your marketplace. No one can be indifferent to a true DSP. They either love you or hate you. (I got hate mail when I created my event with Richard Koch. Millionaires who were NOT fractional billionaires accused me of lying. Good. I dragged egos through the mud until I garnered their attention.)
A DSP sharpens your message to a point of SPECIFICITY and SIMPLICITY that it pierces right through noise.
A DSP is the ONLY thing your customer will rave about.
Do You Need a DSP?
You need a DSP if you’ve gone through the traditional USP steps and…
You’ve still got a USP that’s based solely on slight competitive advantages like your ability to haul in cheap traffic, your evangelistic ability to convert prospects, or your profitable pricing model.

Those advantages are awesome… but they are not long-term defensible…

The Story of the “Mattress Man, God of Traffic”
Years ago a guy used to come on my coaching calls. Was way back before everybody and his skunkworks had a Google AdWords account.

This guy knew AdWords better than anybody selling his product. He knew his SEO too.

He was a tiny traffic god of the early 21st Century.

And he did really well.

Selling mattresses.

He bought them wholesale, bought traffic cheaper than anybody, and sold them for a decent profit.

Rinse and repeat and repeat and repeat.

Zero USP.

Nothing differentiated him from anybody else in his market except a slight price and traffic advantage.

He was just a traffic Zeus.

And that was enough.

He killed it.

For a while.

Then, of course, everybody else figured out Google AdWords and SEO. His only advantage went poof. And he had to scrap his mattress business and go looking for another gig.

Not sure whatever became of him.

Hope he found a business in which he could develop a real USP.

Big Lesson…

Traffic ain’t USP. No matter how good you are at attracting it.
Conversion ain’t a USP. No matter how good you are at sweet-talking or even hypnotizing buyers.
Economics ain’t a USP. No matter how attractive your pricing structures are.
All are subject to the winds of change.

All can flee like wild horses over the hills.

And leave you holding a warehouse full of mattresses you can’t sell.

Leave you wondering, “What happened? Why do I suddenly have to spend twice as much to halve my results?”

“Why are my customers no longer paying any attention to me?”

“Why is my advertising drowned out by a sea of mindless distractions?”

But a DSP?

Well, that transforms your cap-gun advantages in traffic, conversion, or economics into AK-47s.

In fact, a DSP unlocks hidden advantages in traffic, conversion and economics you didn’t even realize you had…and unleashes them on your unsuspecting competition.

You Need a DSP if…
Your product or service can be copycatted, duplicated or reverse engineered.

The mark of a true USP or DSP is DEFENSIBILITY.

Is your USP a defensible formula, method, experience, personality, or advantage?

You Need a DSP if…
Your current USP is based on your product or service.

(Experience-based USPs are much harder to crack.)

You Need a DSP if…
Your current USP is not based on radical simplicity.

You Need a DSP if…
Your current USP based solely on tangible, “logical” advantages.
You sell a complex, mature, complete solution.
You sell in a space where competition is frenzy-level thick.
You need a decisive way to cut through the clutter.
Your customers still ask “What makes you guys different from the other guys?
You’re getting your ass handed to you.
Bryan Todd and I have been helping marketers craft USPs for over 10 years.

Every single Planet Perry member who has been through our Bobsled Run has had hands-on help from me and Bryan.

USP is the starting point for everything we teach in that course.

You don’t move to step 2 until you bang out a solid USP.

I estimate, through Bobsled Run and his popular USP Breakthrough course, Bryan has helped over 500 entrepreneurs hammer out a daisho-sharp USP.

And now, we’re adding a deeper layer.

The DSP Layer.

This program is going to start with a major X-Factor that you must put in place before you even start wordsmithing and doing ‘normal USP stuff’.

In three coaching sessions, Bryan Todd and his team of USP experts take you through the 9-layer DSP Matrix.

Every single student will get hands-on help from a Professional Copywriter. You will leave with your USP clearly defined, outlined, positioned, and you’ll have supporting stories and evidence READY-TO-GO so you can either easily bang out a sales page or else hand it off to even a “B-Level” copywriter and get outstanding results.
Definitive Selling Proposition
with Hands on Guidance by a Pro Copywriter
$1497 (or $997 with New Renaissance 12)
Includes 3 training modules and help crafting your DSP
from a Planet Perry-approved Pro Copywriter.


Not sure? Reach out to Cuyler [[email protected] or +1 (708) 552-3074] and he can help see if it’s a good fit for you or not.

You’ll get Bryan’s complete process. Together with my “X-Factor” I just mentioned, and also my “Y-Factor.”

What’s the Y-Factor?

The Y-Factor is: Starbucks has a DSP – even though they don’t really have a USP!!!!

Starbucks undoubtedly has a Definitive, Bulletproof, Lethal Selling Proposition – despite the fact that if you write down their “logical” USP according to our original, classic Planet Perry USP formula, they don’t really have a USP!

Seriously. Besides location, go ahead and try to list even three purely logical, rational “arguments” why you should go to Starbucks instead of any other establishment that sells hot beverages.

What’s up with that?

It’s hugely important. I’ll cover that in session 3.

Plus, there’s even more if you want it.

Everyone will get access to a professional copywriter who will help you breathe life into your DSP. You can even hire that copywriter after they’re done honing your USP into knife-edge sharpness.

My Pledge to You!
This will not add yet another item to your ever-growing To-Do list. I’ve designed every option in Definitive Selling Proposition to help you get your DSP identified, sharpened, and implemented in as little time as humanly possible. Every option includes assistance from Planet Perry approved professionals. You will get this done FAST. Period.


When you complete this experience, you’ll know one of two things…

You’ll know you have more than just a temporary competitive advantage. You’ll possess a defensible, long-term definitive sales proposition. You’ll have a killer offer for the age of the killer offer. OR…
You’ll know you’re in the wrong business. You’ll know it’s time to get out of Dodge. You’ll know you need to stop selling what you’re selling and get another gig.
If you find out that #2 is you, well, that will suck.

But it won’t suck as much as wasting another year, two years, or five years of your life slogging away in a business that will never provide you with the revenue and profit you need to pursue your passions.

Better find that out now and cut your losses. It’ll be the cheapest way you could possibly find out you’re in the wrong business. Then you can cut the strings and walk on. Plus you’ll know exactly what your next gig should look like. You’ll have DSP in your bones.

But if you do find out #1 is you, I’ll guarantee you 5 things…

In fact, I’ll let you pick the 5 things…

My “Pick 5” Definitive Sales Proposition
Guarantee
Pick 5 of These 10…
Boost your click-thru-rate by 20%
Slash your cost-per-action by 20%
Cut your cost-per-click by 10%
Raise your prices by 10%
Increase your sales by 10%
Raise your sales team’s close rate by 10%
Notice a distinct change in the quality of questions you get from your customers
Earn a position of honor in your marketplace
Wrestle control of the transaction from the customer…you are in charge!
Wake your customers up from their apathetic slumber.
Here’s How You Get the “Pick 5” Guarantee…
Just send us a “Before and After” screenshot of your USP on your sales pages within 60 days from your date of purchase.

And if I didn’t get you 5 out of those 10, I’ll give you your money back.

How Much Does this Cost?
$1497.00 (or $997 with New Renaissance 12)

You get access to all 3 webinars with Bryan Todd. He’ll take you through his 9-Layer DSP Matrix. You get the “Pick 5” Guarantee. You get to hammer out your new, lethal DSP.

Plus you get access to a professional copywriter. Your copywriter will help you flesh out your DSP and core DSP stories. After working with your DSP copywriter, you’ll own documentation you can hand to any B-level or above copywriter and get back sales copy that communicates your DSP.
If you achieve only ONE of the PICK 5 guarantees

Boost your click-thru-rate by 20%
Slash your cost-per-action by 20%
Cut your cost-per-click by 10%
Raise your prices by 10%
Increase your sales by 10%
Raise your sales team’s close rate by 10%…
Etc…you’ll earn back your investment in a matter of weeks…maybe even days.



Definitive Selling Proposition
with Hands on Guidance by a Pro Copywriter
$1497 (or $997 with New Renaissance 12)
Includes 3 training modules and help crafting your DSP
from a Planet Perry-approved Pro Copywriter.


Not sure? Reach out to Cuyler [[email protected] or +1 (708) 552-3074] and he can help see if it’s a good fit for you or not.



In The Age of the Killer Offer, THIS is your #1 Job.
If You Slack Off and Leave it to Someone Else…You’re a Burnt Biscuit in a Smoking Oven.
Have you ever paid a lot of money to hire a professional copywriter? Ever waited breathlessly to get the copy? And when you got it was it…less than you expected?

Ever throw up that copy on your site and get back less than bank-breaking revenues?

Did you get a few vulturous opt-ins when you were expecting a flock of hungry buyers?

A few minnows swimming into your lead pool…but no whales?

Do you know why that happened?

(OK, sure, maybe the writer sucked. That’s always a possibility.)

But, more likely, you trusted the copywriter with THE job you should have done yourself.

A job only you can do well.

What were you asking the copywriter to do?

Hammer out your unique selling proposition.

Most people want someone to hand it to them on a silver platter. It’s not totally your fault (but it will be after you read this letter) because we all used to do it.

We used to do it because we used to be able to get away with it.

Back in ye olden days, before the Yelps and the Facebooks and the Twitters and the Amazons made it super easy to review products and services…

Well, back then, a slick word jockey had the chops to weave your USP-less sow’s ear into an order-sucking silk purse.

Not today, dear reader.

No million-dollar wordsmith can outsell 627 one-star reviews on Amazon.

Ain’t happening. Crumbling dry biscuits in an oven that’s been left unattended for six hours.

Here’s a copywriting secret for the Age of the Killer Offer: If you have a bionic, bullet-proof DSP, the copy writes itself.

You make your copywriter’s job about 100 times easier.

And your copy does pull like you want it to pull.

And you do boat the whales you hoped to harpoon.

So, you can keep paying all those genius copywriters, consultants, PPC experts, and all the other gurus out there more and more money for fewer and fewer results…

Or you can get a real DSP and drive your tentacles deep into the ground, deep into your customers’ psyche… where you really can answer those four wicked DSP questions with pride.

The age of the Domino’s Pizza USP is over. You can’t survive by scraping cheese off the box lid. Help yourself to some real Chicago deep-dish pizza… together with that Diamond Tipped Sawblade.

And:

Carpe Diem – Seize the Day.


Perry Marshall


Definitive Selling Proposition
with Hands on Guidance by a Pro Copywriter
$1497 (or $997 with New Renaissance 12)
Includes 3 training modules and help crafting your DSP
from a Planet Perry-approved Pro Copywriter.



Not sure? Reach out to Cuyler [[email protected] or +1 (708) 552-3074] and he can help see if it’s a good fit for you or not.

What People Are Saying…

We experienced major transformation by uncovering a huge set of USP contributors. Through competitor/market analysis along with conversations at corporate we discovered that competitors are asleep and the market is begging for performance. And also through live customer biopsy using Perry’s divine Swiss Army Knife. It “oughta be illegal in most states.” The above dynamic has caused a tsunami at Ulrich allowing me to acquire a $300,000 budget to overhaul our system and take online PPC/direct marketing to a stellar level.

Eugene Ulrich, Ulrich Barn Builders, Dallas TX


“In December of last year we contacted you since our business was hurting. Our sales were non-existent. Well we changed everything again to exactly what you said. Since that time, there is no looking back anymore. I literally had days I could not write quotes because I was too busy writing up orders. People did no longer contact us wondering what they need but they already knew exactly what they needed from our website. People I never heard from on Monday ordered $50,000 worth of equipment by Wednesday. We just had the highest sales month in the company’s history. Website hits climbed from a modest 400 in January to 1.1 million in May!

p.s. Some of our vendors want to know how we did it. Should I charge them for this info?”

Juergen Flachowsky, Maple Ridge, BC, Canada


“I have used Perry’s system to start a successful consultancy business from scratch. I have only just started to experiment with his systems, and I am struggling to keep up with the leads coming in, seriously. So the only caution I offer is that if you are going to fit a turbo-charger like his system to your business, make sure you have a chassis that can handle it!”

Terence Dove, Terence Dove Transport, Wellingborough, UK


“Just a quick note of thanks! I know your marketing materials are generally intended to improve businesses rather than create them from scratch, but it appears to work for start-ups anyway. The results are amazing. And they’ve just started. I came up with my business idea two days before Christmas, wrote and sent my press release to 30 magazines, wrote up the accompanying papers between Christmas and New Years, and am receiving requests by the bucketful today (January 10th). Incredibly, I’m already thinking that I may have to raise my prices to keep from being overwhelmed with customers. A few folks have actually asked how to make a purchase BEFORE I directly offered my service for sale. I’m a fan forever!”

Susan Kennison, Harpers Ferry, West Virginia


Today I’ve already received one email of interest after just 4 hours of the working day. A most effective and impressive strategy, which I will be using wholeheartedly from this day forward. A million thanks for your invaluable insights! Keep them coming!”

David Rothwell, UK


“Our problem is that we have been so successful implementing your suggestions that all of our friends and acquaintances now want to come to us for advice!”

Tom Meloche. Ann Arbor, MI


“The results I am starting to see are nothing short of amazing. Perry Marshall has helped me get to a point where I have daily emails from people who want to buy our products and services – prospects I have a terrific chance of closing. I have increased my prices 50% over our main competitors with no decrease in sales. In fact we have just had our best week of sales in the last 13 years!”

John Rinaldi, President, Real Time Automation Inc., Wauwatosa, WI


We have built one business from being worth a couple of million dollars, maybe 3 million tops, to being a 10 million dollar enterprise.

In just over 12 months.

1st Month Coaching Signups Improved By 5.7%. Site Usage (We have a search based site, so defined by number of searches, views) Improved By 14.5%

2nd Month Coaching Signups Improved By 9.9% Over Previous Month Site Usage Improved By 23.7% Over Previous Month

So at the 2 month mark, the real increase to this site is a massive 41.6% increase in site usage, and a 14.5% increase in total signups.

Jim McKinnon
Victoria Australia


We are on target to have our best month ever ($25,000+) and I haven’t even had a steady place to live. I’ve been traveling the last 4 weeks to Orlando for 2 weeks, then down to Key West buying a new home. Thank you Perry for your awesome class and I mean that in more ways than one : )

One idea Perry gave me to add to our hurricane promotion resulted in the single largest sales day ever – over $1,100 for one product in one day. Another copywriting idea he gave me shot response over 35% on a one page sales letter. The concepts he teaches go far beyond Google and AdWords.

Russ Benefield
Key West, Florida (formerly Hillsboro Beach, FL)


These are my results, they speak for themselves – here’s what happened since I started working with you at the end of December:

Dec: $5,000 online

Jan: $10,000 online

Feb: $15,000 online

Mar: $21,000 online

April: $25,000 online

And in October I crossed the $100,000 mark. I’ve made so many optimization changes based on your recommendation it’s hard to keep track.

Each piece of advice made a positive difference, from something as simple as reducing the size of my site masthead and improving the download speed, to dissecting my conversion process in detail and then reconstructing it.

Ari Galper, Unlock The Game
Sydney, Australia


February and March are the slowest months for our business. Yet, due in large part to you, Perry, we have been profitable the last few months. To give you an example, in February (1 year ago Pre-Perry), we lost $15,959.78.

This February (Post-Perry) we were profitable $16,059.91. Last March, it was negative $13,964.56 and this March it is at plus $5,227.22 as of today with a $8,000 to $10,000 check coming on Thursday via direct deposit.

These are real numbers. Without question, this class and the materials I have obtained have been the best business investments I have ever made. I can hardly wait to see what you will come out with next.

Jeff Hughes
Menomonee Falls, WI


“I have increased the amount of traffic to my site by over 400 clicks per day, and I’ve increased my opt-in rate from 3% to 12%. For me this means an extra 4 sales a day, which is an extra $160.00 per day in profits.”

David Nevogt
St. Charles, IL


“You gave me a great tip on lead generation and positioning. Result: 15 new leads and a consulting engagement worth $10,000.”

Scott Braden
Richardson, TX


I am estimating (not had a chance to crunch the numbers properly yet) that we have had a 30% increase at least in the past 14 days, without any significant increase in traffic to the site (our PPC CTR averages around 11%, with many ad groups getting 60%+).

Conversions have increased from 1.5% to over 6% in the past four months. CTR is highest in the industry. Everything very cool.

Mark Attwood
Manchester, England


With all the other internet marketing programs I was always spending money and getting nowhere and it was like a carrot at the end of a stick, always just a little out of reach.

Before Perry’s program, I was happy to just be making more than my ad cost and building my list. But if you compare the two months before I started the program to the two months in his program, my profits increased 168 fold.

Even by the most absolutely conservative estimate, skewing the numbers the worst possible way, my numbers still come out more than 1200% better than my very best prior month.

My net profit for every click increased 50X. I’ve grown my numbers and cut my ad cost, by doing a whole lot less selling and a whole lot more relationship building.

Sunny Hills
Maui, Hawaii


“On February 23 I changed the landing page according to your instructions. Before, my average conversion rate was almost 3.5%. Since that date, it’s a crazy 10.7%! Thanks again!”

Rob van Andel
Appeldoorn, The Netherlands


“What I enjoyed most about this was listening to the questions Perry was asking to drill down to get to the core of the story that’s gonna resonate with the audience. It’s the following the roadmap that I’ve enjoyed even more than the treasure chest at the end.”

Adam Kreitman, St. Louis, MO


“Watching these components come together was brilliant. Gave me an overview I couldn’t see before.”

Richard Lees, Port Moody, Canada

“I’ve managed and worked with creatives for 40+ years, ie musicians, singers, graphic designers, painters and craftsmen in leather, wood, clay and metal, etc. … Perry has demonstrated he is a craftsman with words …”

Will Springer, Fletcher, NC


“I love this because it helps me see how we want to get into the emotions of the prospect. I have heard it before, but I see how to apply it now.”

Thomas Alvord, Provo, UT


“I finally understand that there is a repeatable structure that is also completely genuine and true. And I can do that.”

Nancy Sayre, Emmaus, PA


This is the thinking behind the writing – I’ve taken notes and created my own system of layers which will be invaluable. That makes a huge difference to my way of thinking.

Sabrina Hinds
Ontario, Canada


This stuff is gold.

Andrew Thompson
Grand Rapids, MI


I learned I lot because I was unconscious competent in writing and now I am conscious competent because now I know the why and that makes a huge difference.

May Yue
St. Louis Park, MN


These are six- and seven- figure ideas for sure. This is going to be a rockin’ year. (not the best exciting verb, but better than ‘good…’) EXCELLENT stuff! Thanks Perry and Jack!

Boys, this is TOTALLY delivering the goods. This is such a BARGAIN.

David Kwiecinski
Winthrop Harbor, IL


It’s good! That stuff about the “lizard brain” pass and resonating could add thousands of dollars to my bottom line this year.

Aaron Tyrrell
Victoria, Australia

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