by Craig Valine
The key to a great marketing campaign starts with under- Get a pen and paper out and ask yourself these questions: · If I were a prospect getting solicited by my company, Now ask yourself: · What needs and desires are my competitors not fulfilling? The best way to find out where you need the most work is to A good USP (unique selling proposition) is one that fulfills It's also known as your "big promise." So, it's important To formulate your marketing campaign, along with the lines · How can I show more interest in my customers than my
standing how the needs of your prospect relate to your
product or service. It's basic, but most business owners
never consider the thought. Until you know what they need
and determine how you can satisfy those needs, you can't
really plan a meaningful campaign.
what would it take to get my attention?
· What promise would I want fulfilled?
· What needs would I want to have met?
list all the needs and desires your competitors are already
fulfilling. Maybe you are fulfilling these desires too,
but is it possible that you could articulate it better than
they can? Sure!
a void in the marketplace. It is communicated clearly and
concisely so that your prospects "get it."
that not only do you communicate it in everything you do
and say... but that you standby it - always!
of your USP, I suggest asking yourself the following
questions.
competition?
· How much more service can I offer than my competitor does?
· What are my specific added or extended service benefits?
· When I have used similar services from competitors, where
have I been most impressed -- or most disappointed? And,
why?
· How can I make my customers understand how important they
are to me?
· How can I persuade them they are being treated with
professional interest and courtesy?
· What specific needs should my product or service fulfill?
As I've said before, without a customer your business doesn't It's all about them. It's never about you. Treat your customers like dear and valued friends. Give them If you've asked yourself the questions above, you are 1000 Always remember: It's all about their needs, wants and desires. About the Author
Craig Valine is the publisher of the
exist. Stop running your business the way YOU want it, and
start running it the way YOUR CUSTOMERS want it.
what they want. Treat them with respect and courtesy.
Communicate with them often. Let them know you care about
their wants, needs and desires.
percent better than your competition. Rarely will ANY business
ask themselves these questions. It shows in their poor revenues.
It's never about yours.
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