Marketing 101 – Part 3
Putting Together the Right Message
The “key to the vault” in marketing is a message that differentiates you from all of your competitors.
List everything you offer and compare that list to what all of your competitors offer (no matter how small or obvious).
Out of these two lists you need to focus on what you have to offer that is unique to you and your company.
Next is to create a “USP” or “Unique Selling Proposition”. Your USP can be used to explain the theme of your business, product or service.
Examples: “Fresh, Hot Pizza delivered in 30 minutes or less, guaranteed” (Domino’s Pizza)
Describes 2 product benefits, a 30-minute delivery time and a guarantee
To hone your marketing mind, you need to become USP-sensitive and ask these 4 questions about every business, product or service you encounter in your daily life:
1. Does this business have a USP?
2. If not, can you think of one?
3. If so, can I improve it?
4. Are there any ideas I can use for my own company?
I did this for many weeks before I came up with my USP:
Delaware Valley Carpet Cleaning: “Cleaner – Greener – Guaranteed”
It’s simple: I infer that I do a better job cleaning the carpets than my competition, I use Organic and Green Cleaning products, and all the work the completely guaranteed.
When you set out to attract a new, prospective customer to your business for the first time, there is one paramount question you must answer:
“Why should this person choose my business/product/service versus my competition?”