Tim Rich, Marketing Coach

Welcome to the blog of Marketing Coach & Copywriter-For-Hire, Tim Rich. Small business owners often find the marketing world is clouded and confusing. For my clients, I funnel proven effective methods of marketing into a systematic approach. This enables you to focus on your business, while the marketing simply works FOR you to double your profit in around 3 months. Best of all: It WON'T require additional advertising expense. To find out how this will benefit your business, email me at [email protected] today.

[marketingfunandfail]

Being “Liked” is one thing; selling tires is another. I wonder if their comic book has helped sales, too.

http://ourstory.nittotire.com/

[richmarketing]

I was explaining to a business owner just this week that they needed to put their energy and limited startup funding into actual marketing instead of social media bullshit. This post here says it all!

(Caveat: social has its place, but worry about that after you've done real marketing. Are you hiring a marketing manager, or a social media manager? Which one's going to produce more revenue for you?)

[david]

10 years ago this Sunday, with modest expectations and little fanfare, Marco and I launched a side-project called Tumblr—a place where anyone could “post anything and customize everything.”

Why did the world need Tumblr? I wasn’t sure it did. But I did.

2006

The net is vast and infinite. The web browser has become a multimedia powerhouse. “Social media” is upending news and entertainment. One-year-old YouTube has created a phenomenon of “viral video.” Google hits for “podcast” have jumped from 100-thousand to 100-million in less than a year. Twitter has just launched. And the “blogosphere” has become the voice of millions, with the total number of blogs now doubling every six months. Dope.

But for all this progress, some of the internet’s brightest promise is fading. The wide-open and whimsical frontier of the World Wide Web is being reshaped by strict, narrow platforms. Our pictures, videos, music, journals, articles, links, status updates, are spread across a dozen different networks—each specializing in a single medium. The infinitely expressive canvas of HTML has been eclipsed by directories of vanilla-white profile pages. Our digital identities are fractured and engineers make the rules.

Enter Tumblehub Tumblespot Tumblr, a modest solution inspired by an avant-garde community of bloggers calling themselves “tumbleloggers.” The premise, simply, to make space for each individual’s full range of expression. A median between the author’s unfiltered and editorial voice. With complete control over design and presentation, so anyone can create something that truly represents themselves and that is truly unique.

2007

After four months of running my own blog on Tumblr, making tweaks and improvements, we open to the public. Hundreds of thousands of people begin using Tumblr to share some of the most eclectic, clever, and beautiful things we’ve ever seen on the internet.

We are humbled and awestruck.

Racing to keep up, every feature we add attempts to stretch the canvas a little bit more, pushed by this community’s constant and boundless creativity. Five months in, you have captured our hearts. We work up the courage to pursue Tumblr full time.

With a new purpose and brave investors, we close down our web development business and reopen as Tumblr, Inc.

2017

336 million Tumblrs. 146 billion posts. And counting.

A generation of artists, writers, creators, curators, and crusaders that have redefined our culture.

I can’t say this enough: Thank you, thank you, thank you for making Tumblr everything that it is. For everything we’ve built, and all its shortcomings, you have managed to make this one of the most creative, lively, thoughtful, supportive, and open-minded corners of the world.

We have learned so much from you and been so moved by your voices.

The Next Ten Years

The internet is at a crossroads again.

Internet culture has become the prevalent, global culture. These networks expose us to new ideas and information but–too often–trap us in bubbles. The world has been compressed, and we are constantly challenged to reconcile our differences.

With so many barriers to digital expression now lifted, and nearly all modes of media supported across all platforms, there is now an unprecedented opportunity to dedicate this space to freedom, truth, expanded perspective, and positive influence in the world. Tumblr’s focus over the next decade will shift accordingly.

Expression has been and always will be a foundational part of Tumblr—and our roadmap this year will not disappoint—but it is now more urgent than ever to empower positive and productive connections across the communities that thrive here. To create an environment where people are truly safe to be themselves. To ensure positive discourse rises above toxicity. And to protect the free exchange of ideas, from which truth will emerge.

We still have so much to prove and so much we’ve promised you. With this renewed focus, we are determined to deliver.

One Last Thing

From the bottom of my heart, thank you to everyone working on, and who has ever worked on, Tumblr. I’ve learned so much from all of you, and it is a privilege to come to work with so many brilliant and talented people. We couldn’t have done any of this without your maniacal devotion throughout this journey.

Fuck yeah to 10 more 💙

[collectorsweekly]

Vintage portable TVs.

[richmarketing]

Respect to Buddha. Ma boi #Buddha #quote #fiveminutejournal #5minutejournal 🙌

[richmarketing]

I can only assume #Starbucks fired their #copywriter moments before the print deadline. #trite #copy … #reimagined

[richmarketing]

Truer words are rarely spoken. Over the last few months, I've been training myself to live by the ethos that if you give love and help to the people you interact with, to the best of your ability, everyday, and remind yourself to do so regularly, then love and help with come back to you naturally. So this quote is a welcome reminder. #journal #5minutejournal #fiveminutejournal #strategyofpreeminence

[madmenintegrated]

[richmarketing]

The universal language

[richmarketing]

Nice! #fiveminutejournal

[richmarketing]

I learned a great lesson today in directing your life better, and that is to ask yourself "does this [blank] spark joy?" Relationships and friendships: does this person spark joy? Clearing out your house: does this item spark joy? Deciding what to wear: does this outfit spark joy? Going to work: does this job spark joy? The importance of culling the superfluous from my life has never been lost on me, but I realised that it needs to be a greater guiding force to prevent my days from reaching a stand still. This question is a very easy way to keep this importance at the forefront of your mind: does this thing spark joy? Thanks @joepolish! #ilovemarketing #ilovemarketing❤️ #marketing #joy #life #importance #lessonlearned #lessonslearned #lifelessons

[richmarketing]

The Fastest Way to Find New Customers

Tap into your customer base by piggybacking on established businesses with similar target markets.

The concept of the “Host-Beneficiary” business relationship has really been one of the most exciting marketing concepts I’ve ever encountered - and - as I always promote - it requires NO UP-FRONT EXPENSE! Win-Win!

[richmarketing]

How should a brand distribute advertisement for a particular product across multiple channels such as TV, radio, social media and web?

How should a brand distribute advertisement for a particular product across multiple channels? It's all about repurposing content. Answer by Tim Rich:

Here's a principle that I like to stand by, and that's:

REPURPOSING CONTENT.

Lets take, for instance, a blog post.

Well, is your blog post chocked full of interesting information about what you're advertising or selling?

Not pushy or "salesy", but informative to someone who is interested in whatever niche your product or service fulfils?

Is there a gentle call to action at the end, one that informs the reader that if they're interested in learning more / understanding more / speaking about / touching / gifting / buying / working on whatever it is, then they can:

Email?

Visit a website?

Call a phone number?

Take some action that will link them to you?

Well, that's a great piece of content, isn't it? Are you getting click backs from it?

If that one piece of content is performing quite well for you, then repurpose it.

HERE'S WHAT YOU SHOULD DO:

The most simple starting point is to hire a professional PR practice to take control of distribution for you. But you could do this yourself as well.

So, you might want to turn your blog post into a Press Release and distribute it through your national PR distribution service. There are free PR distribution services, but you get what you pay for.

You may like to print it out and turn it into a Direct Mail letter, if you have a list.

If you work with - or are willing to approach - other bloggers in your niche who have a large readership, you can have them re-post it as a guest post.

You can have someone read it aloud as a narrative for a visual advertisement. Your PR house may know multiple TV networks who can air the ad for you.

Once you have the ad and it's under your control, share this via YouTube or Vimeo to all your social outlets.

Similarly to guest blogging, have niche YouTubers speak on their channels about your product or service, based off your blog or video as a narrative.

You can repurpose your advertisement's narrative recording into a Podcast episode, either for your own podcast, or - you guessed it - for similar niche podcasters to air.

Publish your blog post in magazines, newspapers, newsletters and editorials.

Publish it to Quora or repurpose your Quora answers as blog posts.

Repurpose your audio for Soundcloud and other audio sharing services.

If you have a physical product, why not distribute your video ad to stores that sell the product for them to play in-store.

Why not split the blog post up into segments, and then preface each segment with questions?

What do you do with that? Well:

Sit down and record this as a two-way audio and video interview.

Then, distribute it in all the above directions.

This works really well for podcasters and authority figures, because you've done them a favour by already creating a series of questions for them.

It's great for magazines and newspapers since this is a format that we're all used to seeing.

WHEN IT COMES TO SOCIAL

Well, you'll want to do a big favour for every publication who posts your content, so use their social sharing buttons to direct your traffic back to them from your social accounts.

It doesn't matter how many automated services might exist out there, you're bound to get LOADS more attention from the influencers that you want sharing your content if you:

Contact them personally, speak to or email them personally, create the content personally, and reciprocate by sending your traffic to them individually.

In marketing, no amount of automation can replace the personal touch.

How should a brand distribute advertisement for a particular product across multiple channels such as TV, radio, social media and web?

EDIT: The following is a response to this post:

Anonymous: What about budget?

If I am given a million dollars and asked to advertise over TV, Radio, Social Media and Web, where should I put more money? What percentage of the 1 M should I invest at the beginning? How long should I keep the ads on?

I know web/media are cheaper than Radio, and Radio is cheaper than TV, etc. I want to invest more on the channels the give more ROI (sales).

Tim Rich: As far as your budget goes, you'll need to run small tests. Take a look at the reach statistics of each outlet and assign a small amount of money to each for a fair test. Then, focus on the highest performers.

Presumably they'll all reach a large audience, but you'll want to look at the return. One might bring you 10,000 sales while another only brings you 40 or 50. Forget that low performer and pump more money into the high-income for another test.

If you're running something like a TV or radio ad then you might want to run a series of tests on those where you test different time brackets. Ever wondered why insurance adverts only seem to be on TV in the afternoons? That's the best performing time for them.

See which time bracket is performing best and invest more money into that.

You'll need to really analyse the figures and be strict on which to focus on. But if you start with just a small test across all mediums, then the low-performers shouldn't turn out at a financial loss for you, so don't worry.

[richmarketing]

What can be unique selling points for a person who works in policy analysis?

What can be unique selling points for a person who works in policy analysis? Here's the way to find out... Answer by Tim Rich:

When you're determining your USP, you need look in to a couple of deeper factors.

The objective is, of course, to have some kind of competitive advantage, so you'll need to examine your competition quite hard.

Call upon 5 or 10 members of your IMMEDIATE competition and play 'mystery shopper'. Ask them the typical questions your clients would ask, and then push a little harder...

You'll want to make them really sell the service to you, back them into a corner a bit.

Then, check out all of their advertising materials - this includes their website or any other promotions that they run.

See what each of these offer that's unique to them.

See what they all have in common.

See if there are any gaps among them - are these gaps that you can fill?

Do you have a drop-dead guarantee? Can you promote one that's better than the competition?

You might ALL do something that none of you are promoting - if you promote that, would it make you stand apart aggressively?

Remember, when Claude Hopkins first advertised for Schlitz Beer, he took note of all of the company's interesting processes.

He was fascinated by the purification process they used. He'd never seen anything like it!

Schlitz told him that all beer is made this way, but he saw that no beer manufacturer was promoting it so the consumer had no idea.

By promoting the purification process in his advertising, consumers felt that Schlitz was the purest beer to drink, and their popularity shot through the roof!

So, if there's anything that your competitors aren't promoting, that's beneficial to your consumers, shout it from the roof!

Presumably, you've had a number of clients and you're making your way quite well so far. So these people are your friends.

What you want to do with your past and current client base is get in touch with them all and ask a run of 5 or 6 questions. Do a customer survey, to figure out WHY they hired you instead of your competition.

Would they hire you again? If so, why?

What don't they like about the competition?

If you could offer them an additional service, what would it be?

If you have some correlating answers, then package all of this research together, and now you know what your USP is. Go ahead and promote it, always.

When all is said and done, the thing that makes you unique in business is what your customers love about you, it's what THEY see that makes you different from the competition, and it's what you can offer that the competition can't.

Trust your customers, they're the ones that matter most.

Every business has the power to be unique and stand out from the crowd. Establishing and promoting a defined and clear USP is the fastest way to profit and is one way to keep your business in momentum no matter what the economic climate is.

What can be unique selling points for a person who works in policy analysis?

[richmarketing]

How do you get people to advertise on your blog?

How do you get people to advertise on your blog? It's not so difficult to get people queuing at your door, after all... Answer by Tim Rich:

The most obvious answer would be to make sure that your blog is a high-quality, informative, and HONEST collection of information on your particular niche or subject.

Don't try to to everything to everyone. Pick a niche and stick to it.

The cumulative effect of this is that you'll develop an audience of ideal prospects who are into whatever your niche is, and, when your subscriber base grows to an interesting enough size (don't worry, even just 1,000 counts as 'interesting') advertisers will be more willing to take you seriously when you pitch them.

NOW, LETS BEEF IT UP A LITTLE BIT...

Say you've got a fledgeling blog. You've put some time into SEO so you're getting a steady stream of hits.

The first thing you need to remember is that you need some kind of lead capture device (take a look here at The Best Website Traffic Tools - not an affiliate link, just a fan).

You won't be able to quantify anything, sell anything, or get any advertiser's attention if you aren't capturing the details of the people who visit your blog. Even if it is just a steady stream from SEO hits.

So, what are you going to write about to try and get people interested?

Well, straight off the bat, you don't even need to spend ages planning powerful content or writing if that's not your favourite thing to do.

Get some initial content up by looking for distributors of PLR material in your niche.

But don't rely solely on PLR for your content! Most of it is shallow, out-dated crap. It'll only be helpful for somewhere natural to stick your keywords and to give your blog some "girth".

THE GOOD THING, though, is that as long as it's PLR (and not MRR), you can beef up each article, rewrite them, take them as barebones content and make it your own!

In other words, it won't seem to cheap or out-dated then.

LETS TURN IT UP A NOTCH...

Guest blogging!

You'll want to create a page on your blog that welcomes guest posts. It will have a form for guest bloggers or experts to submit their idea and contact details so that you can get in touch with them if you like the sound of their proposal.

This means that visitors to your site can write original posts for your blog. These guest bloggers are the peers of your normal visitors, so their unique content will be favoured by people interested in your niche; thus growing your list, creating shares and backlinks, generating interest from... your prospective advertisers.

Now, many guest bloggers will have their own agenda - perhaps their own product in your niche or their own business.

What you'll want to do, then, is strike up a deal with these guest bloggers whereby you allow their article, but it must be information based, and finally they will have an opportunity to link back to their site or product - through an affiliate link ONLY.

This is important: This is how you'll get paid. It's advertising! It's attractive to these guest bloggers, because it's no-up-front-fee advertising. Agree on a percentage cut, and you'll earn a commission through posting their content.

HERE'S THE BEST BIT...

Now you're generating revenue through your affiliate links from your guest posts. This is the best way of selling because it's information-based selling.

The readers don't necessarily feel sold to (they shouldn't feel sold to).

All that's happening is that readers find an interesting guest post on your blog, read it, it's objective, and if they're inclined to learn more, then they'll click through.

This is also a whole lot more attractive than using Google Adwords or stuffing your blog with Clickbank products, or using any other PPC ad network.

So, in the mean time, you'll want to connect with REAL EXPERTS.

THE BEST.

The go-to guys in your industry or niche.

Have them guest post as well!

Interview them!

Write an editorial on their current activities!

Do an audio or video interview!

Do ANYTHING to showcase them.

And, chances are, they'll have something to promote. They might even license their product to you to sell via the interview (it's a little different from affiliate links - you'll be selling the product through your site instead of theirs. In this case, you'll have the opportunity for a much more prominent sales cycle AND a higher cut of the takings).

These experts are the guys your audience really want to hear from, so you'll see your audience snowball and grow, naturally.

Do they count as legitimate advertisers?

Yes. They have a business, they have something to sell, and they're using your blog to promote it.

But what about your traditional advertisers, stores, networks, agencies...?

Well, the cumulative JOY of having a blog with content FILLED with personal interactions / interviews / content by these well-known experts in your niche means that YOU have developed instant credibility.

You're now up there with these big name guys.

And now, traditional advertisers, stores, networks, agencies, publications, etc, will search for these niche experts, find them all over your blog, see that you have an audience of 900,000 names - names that have already bought from your blog numerous times already, names that know you, like you, and TRUST you...

And these advertisers are going to say "Hey, how would you like to promote our [whatever] on your blog?"

This time around, you don't need to strike up a performance-related deal with them.

Oh no!

These guys already have a few thousand dollars waiting to be placed in your hand, each month, every month, forever.

So this time, you arrange a fee-based agreement.

Same fee, same day, every month.

All you have to do in the mean time is keep getting everyone else to pump content into your blog, keep capturing the names, and keep the numbers growing.

P.S.

Make sure to notify your list every time you have new content for them to read, and ask them to share it with their friends who'll get a kick out of reading / watching / listening to it.

P.P.S.

Now you've got a massive list of names in one niche, what else can you do with it?

Well, you could joint venture with EVEN MORE similar niche vendors or magazines to sell a range of their products to your list.

You could create and sell your own product through email.

You could endorse other partner magazines / publications / products to the list, based off your new found credibility... for a cut.

Or you could rent the list out to other advertisers and direct mailers for a fee.

The options are truly endless, as long as you think outside the box.

How do you get people to advertise on your blog?

[geriadtric]

1922 Factory: The Magazine of Management – Bradley Washfountain

[richmarketing]

This ad is perfect. No gimmicks - just tells you the features and benefits of the product without any fluff. And makes it easy to learn more / lead generation.

[richmarketing]

Can you suggest a USP for this anti cellulite cream?

Determining the USP for this product only takes a little bit of research... Answer by Tim Rich:

It sounds like you've come up with a slogan instead of a USP, but a USP can be much much more than that.

A slogan can, and almost always is, derived from the USP. But first, the USP must exist.

Some research will have to go in to creating the USP.

You have the information about the ingredients. Is there a current user base? Are people buying the product?

What do they say about it?

It's one thing you saying it's effective, but prospective customers would rather hear that from their peers - members of the public.

So if "9 out of 10 customers surveyed say that this product eradicates the signs of cellulite", you have some great feedback. You'd be remiss to hold that information back from the public.

If the ingredients aren't dangerous, how can you say that in a more positive way? Does that mean competitors use dangerous ingredients?

Are the ingredients 'all natural'? Why should the consumer care?

Now, if you can tell me something like:

"Unlike similar products on the market, our anti-cellulite cream does not contain bleach - which is harmful to sensitive skin. Instead, our all-natural ingredients include cocoa butter sourced from fair trade farmers, will create the same effect as well as soothing the skin. If you are prone to skin irritation, the natural ingredients in our anti-cellulite cream actually soften the derma; and if you aren't prone to skin irritation, you'll find your skin becomes radiant and soft all the same.

"We tested our product on 10,000 [local to our country] residents and 9/10 of them agree that this anti-cellulite product leaves their skin looking healthier and more radiant than the competition. This is why we can proudly guarantee that you'll find perfect results in 90 days - or TRIPLE your money back."

This is just an example off the top of my head, but it covers all the most important factors of a great USP.

Now lets look at the points covered in this USP, just to break it down clinically:

Comparing it to similar products on the market, and standing apart from them

The reason why this product is so different from similar products on the market

The dangers of other products

The beneficial primary ingredient in this product

Another benefit - "we help fair trade farmers", helping the world. The benefits go beyond the scope of just the consumer so that your consumer feels they're doing something good by purchasing your product

Additional benefits: this product won't just alleviate the effects of cellulite, but will also soothe your skin

Appealing to people with sensitive skin - a very important consideration and targeting the market

It goes on to appeal to anyone who is concerned about their skin - not just those with sensitive skin. We don't want to disqualify the rest of the market.

Very benefit driven

Statistics! Consumers love statistics, it makes them aware that their peers are benefiting from the product. Don't be secretive - if you can be honest and proud, then tell the world.

More benefits, of course, by mentioning the opinions of the peers - also, it reminds us that the competing products are not as good

There is a SERIOUSLY STRONG guarantee here. TRIPLE your money back. But it's conditional - you have to use the product for 90 days (everyone can do that, it's not intimidating) and only IF you didn't see the results that we stated, then we'll adhere to our guarantee.

You see, this complete statement creates your USP. It covers all the prime factors, strongly drives the product's UNIQUENESS (the key element), and backs up your claims with a strong guarantee.

To get here, you need to research the competition and gather feedback from your current customers. A USP isn't just generated off the top of your head.

The great thing, here, is that you now have a complete sales pitch as well!

You can read this out in your ads, write it in your sales letters, and give it to your sales reps to use.

Finally, you can create a slogan from it. Something like:

"All natural ingredients sourced from fair trade farmers means better skin in 90 days or triple your money back."

It's not sexy, it doesn't rhyme, and it isn't a jingle. But it tells the TRUTH, and it firmly pushes your uniqueness to the consumer.

Can you suggest a USP for this anti cellulite cream?

[richmarketing]

Why Are The UK’s Indie Businesses Closing Down? It’s Probably Their Own Fault...

OK, OK, that might sound a little bit harsh without any context, so I’ll take it easy on business owners - it IS really tough out there!

According to the Office of National Statistics, 1 in 10 UK businesses are closing down, and with town centre rates of £17,000+ per year, it’s hard to make up those kinds of numbers.

Just walking down my local High Street today, I saw 7 premises closed down just in the top quarter of the street! (Not even as far as the top half!)

But when your best coffee is bought wholesale from Illy (you know, the same brand you mull over at the concession stand when you’re stuck in some obscure train station at 8pm) or your ‘cool stylish watches’ are sourced from wholesalers in China and also sold to your neighbouring store AND about 7 other stalls on the market (have you seen how many of these places are popping up all over Camden?) then what reason do any of us have to shop with you - other than to compare on price?

When you compete on price, you’ll never win. The only winners in this situation are Illy and the rest of China.

So what else can you do?

It’s difficult to realise this when you’re busy working “in” your business everyday, but you have assets that you can market all over the place. These assets are the key to giving the people of your town a reason why they should walk through your doors.

Every business in every town has a selection of customers that they see everyday or every week. Those faces you recognise, who say “hello” to you first, before you get to say it to them.

These people know exactly why they step through your doors and you can ask them targeted questions to find out what it is.

If you just ask them “what brings you into our store everyday?” then you’ll be ahead of most of your competition.

Of course they’ll reply with “We want to see what you have in stock today”, or “Your staff are so friendly”, “The service is great”, or “The atmosphere is calming”, which will provide you with some extraordinary input already.

But why settle for this mediocre research when you can create a targeted questionnaire to find out where your store excels, where you fall short, and what customers would like to see more of in the future.

It takes 2 minutes to ask 5 questions. You needn't take up all of their time, and if you have a database then you can really save time by calling them at home for this.

Uniqueness is the most important step to leveraging yourself above your competition.

Most business owners I encounter have never even considered this - opting for “our price is the lowest” or “our service is the best”. But if you’ve researched your competition fully, and you’ve found out that they’re cheaper or their service is more adept, then promoting these general, everyday remarks has very little standing in the buyers’ economy.

If you really are the low price leader, and you can still turn a sizeable net profit, then TELL THE WORLD! Sing it proud!

... But if you’re not, what is the real reason why your customers visit you? And what do they want you to do to keep them?

The reason people aren’t flooding through your doors isn’t an insult to your establishment. Most people know you exist, but that isn’t enough for them.

In all likelihood, you probably aren’t promoting the all-important reason why people patronise your store in the first place. Most of the time it's not for the reasons you think it is, and because of that, I bet you aren’t promoting it through your advertising, media, direct response or online.

So, to spend just one day communicating with your customers and clients, you would develop the real message that convinces people to open your doors. When leveraged through your advertising, that powerful message will separate your store, restaurant, bar, cafe, or whatever establishment you run, against the competition. And it costs almost nothing.

Now, that sounds a lot better than joining all those other dusty premises in your local business graveyard, doesn’t it?

Tim Rich is a Marketing Coach, providing proven strategies to his clients to build their Unique Selling Proposition, optimise their advertising, leverage their assets, and increase their profits 20-100% or more WITHOUT increasing their advertising spend.

He is available always at [email protected].

LinkedIn: https://uk.linkedin.com/in/nottimrich

Twitter: @NotTimRich

Or simply connect here on Tumblr: http://timrichedition.tumblr.com

[richmarketing]

What is Powerade's unique selling point?

Answer by Tim Rich:

There are three main ways that you can develop a USP. Although none are more important than each other to begin with, you'll soon discover a hierarchy of importance through the results that you gather.

That's exactly what Powerade have done.

Starting with extensive analysis of the sports drink user base, the consumers have expressed their desire for a drink that replenishes the key electrolytes that are lost through sweat and exercise. Something to aid in their recovery.

Through competitive analysis, Powerade discovered that their top competitor - Gatorade - only replenishes TWO of the four key electrolytes. Briefly surmising that Gatorade is 'an incomplete' sports drink.

The final key factor in developing a USP, now, is determining whether or not they can fill in the gap between what Gatorade delivers and what sports drinkers really want.

They can!

"Powerade ION4, a formulation that contains four key electrolytes in the same ratio that is typically lost in sweat."

The Powerade USP has been developed. This "complete" solution helps sports enthusiasts to recover fully, more quickly, than the competitor products. Thus, Powerade stands apart from Gatorade and lesser competitors in the field.

What is Powerade's unique selling point?