Telling your company story is the best marketing plan.
Introduction…In our last addition of this blog/video we discussed how our marketing plan should start with identifying our target customer and mavens. And it is helpful if we give that target a name so when we are writing ad copy it can also be focused.
Right message…Once we have identified our target, the next step is to create the right message or USP. Our Unique Selling Proposition (USP) explains our position as compared to the all the other choices in the market. One of the greatest USPs of all time was Domino’s Pizza…”Hot, fresh, 30 minutes or less, or it’s free.” Unfortunately, they had to move away from that USP as their territories grew. But, the pizza consuming customer always knew what they would get when they called for delivery.
A USP tells the chief benefits of whatever our business is marketing. It may express the them in terms of your business, product or service. This can be based on product, positioning, or price. You could be the lowest price, the highest price, the best value, or the most convenient. It could also be the longest hours of operation, 24-hour customer service, best warrantee or free service.
Twenty year ago I met a group of young guys who were selling after-market spoilers for autos. They had a life-time warrantee on their product. A tree could fall on your car and they would replace the spoiler at no cost. Eventually, they realized that their customer was the auto dealers’ general manager who made the buying decision for their product. After that realization, they would warrantee their competitors’ product and replace it for any reason. Then they always were the first to get the call from the dealer.
Here are several more notable USPs:
- Anacin “Fast, fast, incredibly fast relief”
- M&M’s “Melts in your mouth, not in your hands”
- FedEx “When it absolutely, positively has to be there overnight”
- Metropolitan Life “Get Met. It Pays”
- Southwest Airlines “We are THE low-fare airline”
Our USP is the answer to the prospect’s question…Start with the question, “Why should I choose your business/product/service over any competitor’s option.” If we can’t answer this question, then we may have a going concern problem.
Marketing values further strengthens our USP. FedEx dominated an industry by a commitment to on-time delivery. Mike Crow teaches home inspectors to AATP…always answer the phone. If you just got a contract on your new home at 8:00 PM, you will want to set an appointment to inspect that home at 8:00 PM. Not 10:00 AM the next day. His students often get the job when others are unavailable. This is a tremendous value to the home buyer.
Click here to watch How To Build Your Marketing Plan (story) No. 2.
Conclusion…Our marketing message is the story we are going to tell about our business. We are going to tell it in all our marketing media. The place to start is put one fact, feature, benefit, offer, promise, on paper from a series of brainstorming sessions. Do this until you have exhausted everything known about your business and its competition. Then we will be ready for next week’s discussion on how to communicate that marketing message.
Click here to go Get 9 Little Known Secrets For Steady Real Estate Income – Free – At top of this page