Unique up on it!
Subject Line: Unique up on it!
The Write Market Release
Vol 2. Issue 12
Unique up on it!
CONTENTS IN THIS ISSUE
1. Editor’s Remarks
2. How to Write a Marketing Plan – Part IV
a) Quick Outline of a Marketing Plan
b) Unique Selling Proposition
c) 20 Ways to Beat Your Competition
d) Fulfill The Needs And Desires Of Your Prospects by Craig Valine
3. What’s New at The Write Market
4. Get Your Ad in TWM’s Release!
5. Administrative Information
Can you believe this is our 24th issue? That’s two years of publishing our little ezine. I’m proud that we’ve lasted that long. We didn’t know a thing about publishing an ezine when we started, however, we learned as we went along.
The title of this issue is, “Unique up on it!” This month, we’re going to talk about the Unique Selling Proposition (USP) and how you can create a killer USP.
It’s best not to “sneak” up on anything related to business, so we continue with our tutorial, “How to Write a Marketing Plan.” If you’ve missed the previous articles in this tutorial, you will find them archived here: http://www.thewritemarket.com/marketing
QUICK OUTLINE OF A MARKETING PLAN
(This is a quick review to show you where we’re at and where we’re going.)
1. Market Research
2. Target Market
5. Mission Statement
6. Market Strategies
7. Pricing, Positioning and Branding
9. Marketing Goals
10. Monitor Your Results
For more details on this plan see:
Learn how to write for the Search Engines and Directories. You don’t need to be a brain surgeon to learn how to get ranks in the engines. Just follow our step-by-step plan – within an hour you’ll be optimizing your web pages:
UNIQUE SELLING PROPOSITION
by Renee Kennedy
What is a unique selling proposition or USP? Very simply stated, your USP is what differentiates your product from your competition’s product.
What a USP looks like:
1. It’s one sentence.
2. It is clearly written, so that anyone can understand it.
3. It should be believable.
4. It is composed of one benefit that is unique solely to your company or product
Develop a USP using one or more of the following strategies:
1. Focus on a niche. In other words, before you develop the USP, find your target market. Who exactly are you selling to? Last month, we covered target market here: http://www.thewritemarket.com/marketing/
2. Fill a void. This is similar to finding a niche. Look for a void in the market and fill it with your USP.
3. Concentrate on “pain” or “pleasure.”
4. State how your product will solve a problem.
5. Look at your competition. (The next article is about how to look at your competition.)
6. Tell the customer what they are going to get – what’s in it for them.
7. Make it “measurable.” Time and price are measurable qualities.
1. Sit down with a piece of paper:
b. List all the benefits your company or product can offer.
c. Prioritize those benefits in order of what is the strongest, and most unique to your business.
d. Write one sentence that conveys the first benefit on the list.
2. Every employee should know your USP and be able to state it. (Especially if you are a small business.)
3. Your marketing campaigns, your marketing plan, and your business plan should surround your USP.
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20 WAYS TO BEAT YOUR COMPETITION
by Renee Kennedy and Terry Kent
(We really had some fun writing this one!)
Make a list of products/services that compete with yours. Go to their websites and compare their offers to yours.
Some elements of comparison and sample USP’s:
1. Delivery – Dominos Pizza, “Domino’s delivers, 30-minute delivery or your money back.”
2. Durability – Energizer, “Outlasts all other batteries…. It keeps going and going and going.”
3. Performance/Efficiency – M&M;’s, “Melt in your mouth, not in your hand.” (Well, that’s a type of performance!) Tide, “You bought a high-efficiency washing machine… Why wouldn’t you buy a high-efficiency detergent?”
4. What it’s made out of – Ragu, “It’s in there!” (I hated those Ragu commercials, but I sure do remember them.)
5. Provides feelings of self-worth – NIKE, “Just do it.” Kia, “Who wouldn’t be proud? Darn good cars. Darn good warranty.” (Now that’s my kinda commercial.)
“Feelings of self-worth” is one that you can really delve into. Go back to the article, “Product” for more ideas: http://www.thewritemarket.com/marketing/
6. Guarantee/Warranty – Midas Muffler, “Guaranteed for as long as you own your car.”
7. Price – Walmart, “Rollback the prices.”
8. Convenience or ease of use – 7-11, “Open all night.” Dunkin Donuts, “Time to make the donuts…” impying that whenever you’re ready for a donut, the donuts will be ready for you.
9. Choice – Verizon, “Whatever you want, whatever you need.” JCPenney, “It’s all inside.”
10. Saves money – Geico, “A 15 minute call could save you 15% or more on car insurance.”
11. Bonuses or Extras – Here’s an article on that one: http://www.thewritemarket.com/articles
12. Process of making the product – Stouffers, “Nothing comes closer to home.” Burger King, “Flame broiled the way you like it.” (If you have a home made or handmade or personalized product, you can really develop a strong USP.)
13. Customer Service – Burger King, “Have it your way.” (This was an older Burger King USP)
14. The ONLY one – Paxil, “The only mediation proven effective for social anxiety disorder.” (Can you tell I like to watch the soaps?)
15. For the betterment of society – Phillip Morris, “Working to make a difference, the people of Phillip Morris.” (This one really irks me, should read, “Working to bring you lung cancer and liver disease…” but, I have to give credit where credit is due, they are doing a heck of a job at re-branding.)
16. Expert’s Choice – Metamusil, “The Doctor’s natural choice.”
17. Solves a problem. thingamajob.com, “Don’t get lost in cyberspace. Life 2.0 starts here.”
18. Dependability. First National Bank, “Here Today…. Here Tomorrow.. We have stood the Test of Time.” Maytag, “The dependability people.”
19. Complementary Services – Are there other services that complement the main service that you are offering? (Full Service or Service Added)
20. Targeting Service – We do one thing and we do it better than everyone else.
Some companies will take a few of the above and encorporate them into one strong USP. For instance, Kia takes “feelings of self worth” and “guarantee/warranty” and “dependability” and rolls them all into a bold USP.
If your competition is using one of the above, then you need to establish a USP that is different than theirs, attack in a different way than your competition.
Out of the above 20 examples, has something struck you? Can you say that your company does one or more of those things better than all of your competition? That’s your USP.
Next month, stay tuned for the biggie – Marketing Strategies.
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FULLFILL THE NEEDS AND DESIRES OF YOUR PROSPECTS
© 2001 By Craig Valine
The key to a great marketing campaign starts with under- 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.
Get a pen and paper out and ask yourself these questions:
· If I were a prospect getting solicited by my company, what would it take to get my attention?
· What promise would I want fulfilled?
· What needs would I want to have met?
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 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 good USP (unique selling proposition) is one that fulfills a void in the marketplace. It is communicated clearly and concisely so that your prospects “get it.”
It’s also known as your “big promise.” So, it’s important that not only do you communicate it in everything you do and say… but that you standby it – always!
To formulate your marketing campaign, along with the lines of your USP, I suggest asking yourself the following questions.
· How can I show more interest in my customers than my 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 exist. Stop running your business the way YOU want it, and start running it the way YOUR CUSTOMERS want it.
It’s all about them. It’s never about you.
Treat your customers like dear and valued friends. Give them what they want. Treat them with respect and courtesy. Communicate with them often. Let them know you care about their wants, needs and desires.
If you’ve asked yourself the questions above, you are 1000 percent better than your competition. Rarely will ANY business ask themselves these questions. It shows in their poor revenues.
Always remember: It’s all about their needs, wants and desires. It’s never about yours.
ABOUT THE AUTHOR: Craig Valine is the publisher of the The AwfulMarketing Alert Newsletter, “Where you learn GOOD marketing strategies by looking at those who do it really BAD.”
To subscribe his free newsletter, go to: http://awfulmarketing.com/ezinesubscribe.htm
WHAT’S NEW AT THE WRITE MARKET
Several new articles on marketing: http://www.thewritemarket.com/article
Our book is now in print! Search Engine Optimization and Placement: An Internet Marketing Course for Webmasters: http://www.linkcounter.com/
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Copyright 2001 The Write Market