| Vol. 6, issue 7 - issued monthly | July 2007 |
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In this issue:
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From the Editor: Boy is it HOT! We're all moving at a bit slower pace for the Summer and not thinking much about our marketing plans. But this is the perfect time to review your marketing goals and get ready for the New Year believe it or not! This months article hopefully will get you to thinking about it. Stay cool! As always, remember to Surf Safely - use your anti-virus and firewall's! - Michelle
"Never put off till tomorrow what you can avoid all together." |
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"What is your Unique Selling Proposition? "Being the Internet geek that I am, I spend lots of time online looking at web sites of various kinds of businesses. Very often what I notice is that if I compare all the marketing materials of businesses in a particular industry, they all appear relatively the same. My eyes then start to glaze over in boredom because I haven't found anything particularly compelling about any business that is different enough to stand out and grab my attention. How good are you at being different and articulating your USP (Unique Selling Proposition)? Why would a potential client want to do business with you instead of your competition? A Unique Selling Proposition is a thought, idea, and way of doing business that makes you unique, different and distinct from other businesses in your niche or in your industry. If you do a great job of distinguishing yourself from your competition, your USP can hurl you to the front of the pack. However, if you adopt a USP that you can't fulfill, your business will die a quick death. For example, what company comes to mind when you hear the phrase, "It's so easy a caveman can do it." GEICO is quickly becoming a household name in the car insurance industry. Notice that GEICO doesn't even promise the lowest prices, just that someone might save about 15% with them, and that it's very easy to begin using them for your insurance needs. How can you create an effective USP for your online business? Here are some questions to think about in the creation process: What do you offer in your business in terms of service or products that makes you different from your direct competitors? Which of these factors or characteristics resonate with your customers? What characteristics of your product or service are not easily duplicated by your competition? Which of these distinctions is easily communicated to and understood by your target market? What memorable message can you construct for your target market that easily conveys these unique qualities about your business? How will you communicate this unique message (USP) to your target market? If you're picking out a dessert on the menu, how boring and ordinary is it to be forced to choose between the relatively plain chocolate cake, white cake, lemon pie, or chocolate brownie? If among those desserts, however, was a white chocolate raspberry truffle cheesecake, you'd probably go for the cheesecake because it stands out from the other offerings, wouldn't you? And, who can resist the delicious pairing of raspberry and chocolate, anyhow?? Dare to be the white chocolate raspberry cheesecake. It's a strategy that'll get you noticed! |
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Quick TipMake web pages easier to read To make text on web pages easier to read, click on View (or Page in Internet Explorer 7) then Text Size and choose a larger size. |
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Just for Fun or Useful Links!Pack Track Looking for one site that will let you track packages from any company? Well here it is! VolunteerMatch.org Looking to do some good works in your community but don't know where to start? Try VolunteerMatch.org. Whether you are looking to volunteer, or an organization that needs volunteers you'll find it her. |
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