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By Rix Quinn, for Mediabids.com
Do you remember that great movie called "City Slickers?"
It's about three city boys nearing life's mid-point who spend their vacation on a cattle drive.
As they ride, the old cowhand talks to the younger main character about the meaning of life. "It's about one thing," he says, holding aloft his index finger.
"And what is that?" the younger man pleads. "That," the cowhand replies, "is something you gotta find out for yourself."
Promoting your services is also about one thing. It's about identifying what you do better than -- or different from -- other people, then telling about it.
Sales pros often call this the "unique selling proposition," or USP. Some businesses show the USP in their names (Bob's Half-Priced Office Equipment). Some do it through a slogan. When I say Pepsi, or McDonald's, or Ford...what slogans come to mind?
Two marketing experts produced a tremendous book in the 1970's. It's called, "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. Ask your bookstore to get it for you...I highly recommend it.
They bring an additional dimension to the USP. I'll try to paraphrase it:
Studies indicate that people mentally "file" products or services into categories. Within each category, folks usually remember only the first two or three positions. So...if you can't be in one of the top positions, better think about changing your category...or creating a NEW CATEGORY!
So, if I say "cola" to you, how many can you name? How much of the total cola market would you estimate the top two competitors have?
How many brands can you name in each of these categories: Mini-vans? Golf clubs? Fried chicken? Bread? Ice cream?
When I try this, I usually come up with just a couple names in each category. And those are the ones I buy. Do you do the same?
All you gotta do is drive down the street to realize how many messages we're exposed to each day. Billboards, bus benches, lighted business signs, newspaper vending machines, newsstands (plus the car radio) want our attention.
Messages, messages, messages, day after day. Which ones grab us...and why?
For each of us, our USP's should be (1) unique within our field, (2) easily remembered, (3) simply stated and explained, and (4) important to our customers' lives.
Wow! That's a big order! But it's something that's critical to many companies.
Following are several questions to ask yourself about your own USP. If you don't have one yet, maybe this will help you create one.
- How did you get into your particular profession?
- What unique skills or special interests prepared you for it?
- What ONE product or service do you provide that others do not?
- What one thing do you NOT do in your business that you wish you could do?
- What's the best compliment a customer ever gave you? Could you get their permission to publish it in your brochure or newsletter?
- What's the best modification you've made to your current business? Example: Change of location, change of hours, adaptation to special needs patrons?
- What service could you provide that's FASTER or BETTER than your competition?
- Do you offer a free service or guarantee to encourage customers to do business with you?
- What consequences -- or problems -- might a customer encounter if he/she DID NOT do business with you? Example: Your business is open all day Saturday, or your business opens weekday evenings.
- If you could immediately provide a NEW customer service, what would it be?
About the Author:
Rix Quinn is a former business magazine writer, editor and publisher, writes marketing columns for several magazines, and gives workshops on niche marketing and sales writing for college and university continuing education programs. He also serves as a journalism consultant for two Texas school districts. 817-920-7999 or e-mail rixquinn@charter.net.
About Mediabids:
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You can use Mediabids services yourself by going to www.mediabids.com or call them toll free at 866-236-2259 - and they'll act as your free media planner & buyer.
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