Without the right marketing message, your business is in trouble.
Most businesses don’t have a well-crafted message. Today I’m going to give you a concept, that if followed, is guaranteed to give you a marketing message that will resonate with your target market.
The three letters which is extremely important in creating an effective marketing message is – USP. They stand for Unique Selling Proposition. To develop your Unique Selling Proposition you need to answer this critical question:
“Why should I choose to do business with you versus any and every other option available to me in your category?”
Do you have a good answer to that? Your answer cannot be something like “We offer quality” or “Our product or service is better”. These are marketing generalisations and offer nothing unique. Every company says that. It has zero impact.
You need to have a specific answer to the above question that is benefit-focused towards your ideal client.
I remind you of the important question that you must answer: “Why should I choose to do business with you versus any and every other option available to me in your category?”
If you can answer this question in a way that is of benefit to your target audience then you are guaranteed a very powerful marketing message.
John Lloyd is a business growth strategist, award-winning marketer, speaker, trainer, columnist and author of the book Smart Thinking for Crazy Times.
Visit John at www.brandstorm.co.za and subscribe to his free newsletter.
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