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The Ten Dumbest Marketing Mishaps - #03
Mishap 3: Not Ascertaining, Developing & Clearly Articulating Your Unique Selling Proposition
Businesses failing to develop a Unique Selling Proposition (USP) for use in their advertising is almost as common as failing to use direct response advertising.
The Unique Selling Proposition is the distinguishing advantage you hold out in all your marketing, advertising and sales efforts.
It is the philosophical foundation of your business, and its essence should pervade everything you do.
The formulation of your Unique Selling Proposition genuinely depends on that specific market niche you have already carved, or wish to carve out.
Your USP may be that you only sell the highest grade products in the industry.
Your USP may be that you sell your products at the lowest markup in the industry.
Your USP may be that you provide more information, education, and service than anyone else in the industry.
Your USP may be that you have everything in inventory at all times-no out-of-stock, waiting, or back orders.
Your USP may be that you maintain 24-hour, 7-days-a-week service for your customers.
Or it may be that you maintain five times more service personnel than anyone else in your industry, so you can respond in three hours instead of three days.
Whatever it is, identify it and put it front-and-center in the minds of your target markets.
By Walter |
Topics: Client Top Secret, Marketing Mishaps |