Know How You’re Different & Valuable – Know Your USP

Jun 17, 2014 | Sales, Marketing & Customer Service

If you want prospects to first notice you, second pay any attention to you, and then third, buy from you, you need to make it easy for them to choose you over someone else. You need to make it easy for them to pick you. Know your USP (Unique Selling Proposition) Your Unique Selling Proposition is a basic statement that clarifies how your business is unique and valuable to your targeted customers. It helps you answer the customer's question: Why should I buy from you instead of the other...

Fish In The Right Ponds

Feb 12, 2013 | Sales, Marketing & Customer Service

I heard Greg Caruso of Successful Exits share a story recently that I found valuable for my clients because of its simplicity and truth. When he was young, Greg loved to fish. When he grew older, life got in the way until one day he made a conscientious decision to restart his childhood hobby. He started fishing again in his favorite pond. However, now as an adult, he didn't seem to be as lucky. He caught very few fish. One day, as he was unloading his car after another disappointing...

Get it “Right”

Aug 21, 2012 | Sales, Marketing & Customer Service

My company is working with several clients who are at that stage of their business planning process where we're analyzing their marketing strategies. An obvious component of this step is revising or developing marketing materials that convey the "right" message, to the "right" target market, to get the "right" results. Getting it "right" with the marketing materials can propel a company's business strategies forward with greater success. Getting it "wrong" can create confusion,...

Why You?

Aug 7, 2012 | Sales, Marketing & Customer Service

Why do your customers come to you? Why do they pay you money for your products or services instead of another organization? Why you? It’s a short, two-word question, but the answer could transform the way you operate and market your business. You see, the answer is what sets you apart from everyone else. It’s your brand. It’s your unique differentiator. It’s your top-of-mind awareness pitch. It’s all of those and every other nifty marketing term out there which indicates what benefit...

Smooth and Easy Sells

Jun 26, 2012 | Sales, Marketing & Customer Service

This is going to sound a bit "touchy-feely", but one of the tricks in writing marketing copy and designing marketing pieces is to ensure the "subtle" side is addressed as well as the overt message. To help your prospective customers not only UNDERSTAND what you're selling, the prospects also need to FEEL good about what you're selling and about you. When they do, you take away a number of their hesitations to buying. If they understand what you're selling, but something feels "off" to them,...