m Paused Gale Walker O Click the link to get started with the weekly discussion If you need help whin completing discussions, please watch this video for more information WEEK 4 ASSIGNMENT PREPARATION: THE USP, POSITIONING STATEMENT, AND MOTTO By now you should have begun working on Assignment 1: Positioning Statement and Motto, due this week. You should have already selected your business and completed Target Market/Users and Competitors in the Positioning Statement and Motto template. . If you have not done so, review the course guide to understand the expectations for the Week 4 assignment and budget your time accordingly. Be sure to carefully review the grading rubric. . Use the following template for this assignment: Week 4 Assignment: Positioning Statement and Motto Template [DOCX] . Download this template to your computer and Save As using the following identifier LastName_FirstName_Week4_Assignment. This week, we will focus on section three: Unique Selling Proposition (USP) and section four Positioning Statement and Motto For additional help with this section of the Week 4 Assignment template, review Chapter 6 in your textbook, and review the resources linked below Unique Selling Proposition (USP) How is your brand better than its competitors? Review 10 Examples of Killer Unique Selling Propositions on the Web before you craft your USP for your business Using your work from the Competitors section of the template, assess how your brand is different from the competitors you assessed . What do you think your selected business does better than its competitors? . Why would customers want this product or service over the leading competitors? Follow these five steps to determine your USP. 1. List the features and benefits that are unique about your product or service. . Do a Google search and compare these features and benefits with your direct competitors, Identify the benefits that set your product apart 2. Decide what emotional need is being specifically met by your product or service . Think about this from your customer's perspective and add it to your list 3. Identify aspects of your product or service that your competitors cannot imitate. . Put a star beside anything that cannot be easily duplicated, reproduced, or copied 4. Create phrases about your unique product or service that are short, clear, and concise o' Use the words from steps 1-3"that you singled out Be sure they can be easily communicated and understood by your customers 5. Answering your customer's primary question, "What's in it for me?" . Make it succinct and state it as a benefit to the customer