Can Having a Unique Product or Service Help You Market Your Business?

By: Joseph Ratliff
Submitted: 2007-01-17 12:15:04
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Of course it can! But do you have unique product or service?

Or is yours like everyone else within the same category? No, really…

Most business owners make the same critical mistake when positioning their business in the large ocean of competitors they market with. They fail to define what it is they provide that their competitors don’t. Remember, you are not the only one out there. No matter if you are actually better serving customers than the other guys or gals competing with you, that is not enough. You must develop your USP, or your…

Unique

Selling

Proposition

There are no two ways about it. Something must differentiate your business from the competitors. In the customer’s eyes, you are all the same. You can say that you are better than the other guys, but you must prove it (usually in less than 7 seconds).

For example…

Two real estate mortgage companies operate in the same market areas, offering the same low interest rates, and the same great service. For a consumer, what differentiates the two when looking at the same 6?9 direct mailer card from both companies at the same time. Who is the consumer going to choose? The consumer is obviously going to choose whichever company that gives them what they need. For your business you need to tailor your message. Or ask your business this question…

What is my competitive advantage, and how can I brand that advantage?

Using our real estate mortgage company example above…

Make a list of things that can help your customer faster, better, or by saving them money…

1) Structure difficult deals

2) Close them or approve them in faster time

3) Larger network of ways to approve a loan to get lower interest rates.

Please add more to the list. Then, take this list and eliminate it to the one item or series/package of items together that can provide a unique advantage to a mortgage customer. No other company in the mortgage industry in the market you want to serve should be able to provide this benefit or package of benefits together the way you can. It will take some work to find your USP, but once you do…

You can bring high impact results to your marketing efforts!

You can state a unique advantage in seven seconds or less!

Which brings increased profits and customer satisfaction to your business!

You can then brand your USP with your company. We will cover branding in another post. For now, get to work on your USP so you can start bringing the results you deserve from your efforts!

Joseph Ratliff is a professional direct response copywriter, marketing consultant, and author of The Profitable Business Edge... a brutally honest look at marketing your small business. Joe can be reached by email at joe@perfectwebcopy.com or on the web at http://www.perfectwebcopy.com ... If you contact Joe after reading this article, he has prepared a number of free gifts valued at over $500!

The Profitable Business Edge is located at http://profitablebusinessedge.wordpress.com

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