“What makes you so special?” When you can answer that, and tell
people what your business offers, what sets it apart from others, and what you
can and will do that will make them want to do business with you, you are then using
your “Unique Selling Position” (USP).
Ter Scott’s three part marketing formula has always been:
Know who you are, know what your business is, and tell others. You can market more
effectively by knowing the “who, where, what, why and when” of your business; in
a way that expresses it concisely and interestingly enough to attract customers
and motivate them to purchase and keep them as loyal customers.
You know who you are and what your business does when you
have created a vision and/or a mission statement. The next step is to tell
people your USP in the form of a “headline”; a type of slogan that immediately
follows your business name as it appears on your stationery, business cards,
billboards, newsletter and website. When creating your USP be sure that you use
good, keywords because today so much in marketing is being able to find your
business online. Also consider how it “sounds” as it will probably be spoken in
an audio ad. (Imagine hearing an announcer saying: “And this portion of the
program is brought to you by: My Imprint Rep DOT com. “Anything With an Imprint
at Lower Prices and Better Service. Is My Imprint Rep, your Imprint Rep? And by….”
Remember when creating your USP, to reflect on your own
philosophy and life purpose (or that of the originator of the business if that
is not you).Your USP could be about you, your business, your product or
service, your employees, or all of the above. An example of a short USP is the
one I used above that is for my business: www.myimprintrep.com.
When “you” are the company and you
are branding yourself as a speaker, consultant, etc. you may want to use a
USP for your personal marketing efforts. Mine are "Ter Scott, The Bricks to
Clicks Marketing Consultant", and “The Man of 100 Blogs”; both could probably be
made better but hopefully people understand by this that as the Bricks to
Clicks Marketing Consultant, for example, that I can understand them, and I can
assist them in solving their situation.
The best known USP statements are probably still those by
the originator of the idea back in the 1950s by Rosser Reeves as Wikipedia explains:
His ads were
focused around what he called the unique selling proposition, the one
reason the product needed to be bought or was better than its competitors.
These often took the form of slogans — Reeves oversaw the introduction of dozens, some that
still exist to this day, such as M&M's
"melts in your mouth, not in your hand." He argued that advertising
campaigns should be unchanging with a single slogan for each product. His
commercials for Bic pens, Minute Maid
orange juice, M&M's
candies, Colgate toothpaste and other products used
similar methods, often making dramatic demonstrations. READ MORE: http://en.wikipedia.org/wiki/Rosser_Reeves
Ideally, your USP should be concise enough to be used as a
short sentence to follow your business name but it doesn’t have to be; it could
be much longer but then your probably just repeating your vision or your
mission statement. Dan Kennedy who, with his No B.S. Marketing philosophy,
states that your USP should answer: “Why should I, a prospective customer, do
business with you, over any and all other options that I have out there which also
include doing nothing?”
Invest some time in creating your USP. It will not only give
your business the competitive edge over your competition. Would you like more
assistance in creating an effective USP for your organization or business?
Visit www.terscott.com/contact and
inquire.
……………………………….
Don’t miss my Marketing on Call, a full 90 days with yours
truly. Get details here: http://terscott.blogspot.com/2013/12/more-about-ter-scotts-marketing-on-call.html
and contact me for further details by using the contact form at my website: www.terscott.com/contactus. There
is no cost for this 90 day pilot program which will later be a full year at a
“steal” for only $100 a month. However, to be enrolled in the Marketing on
Call, you’ll need to join and commit to 3 months minimum of being in the I.D.
program. This is a program in which I and other business associates invest $25
monthly to gain about $500 a month so this is my sneaky way of getting you
successful and earning cash flow to help any business venture you have.
PS. If you want to check my credentials to see if I really
can help you succeed in marketing your small to medium sized business (I work
with large companies too but I love
small business as it is the financial engine of our economy), simply Google my
name: Ter Scott.
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