How to: Get More Small Business Profits By being Different Than Your Competitors
Start getting new customers and clients with the kind Communication that is sure to influence your prospects to buy from you for life.
The kind of communication that I’m talking about is the kind that is easy to promote, gets remembered above all the other marketing messages and truly describes what you have to offer.
When forming this communication with your prospects, take into consideration what the key benefits of your product or service are.
Some people call this the “SMA” (Strategic Market Advantage) or a “USP” (Unique Selling Proposition) or a hosts of other things. But for simplicity reasons, lets just choose “USP” since that seems to be the most commonly used.
When developing a powerful “USP,” Keep this question in the back of your mind:
What is it about me, my products or services that can create the perception that I am the only rational choice for the products and services I provide?
When developing your “USP” Make sure you include any special features that make your product stand out from the crowd, such as price, ingredients, color, size, location, customer service or even your own personality.
The reason this is so important is because there are just too many companies, too many products, too much advertising noise and to top it off, people haven’t been this cautious of where they spend their money since the Great Depression in the 1930’s.
And the only way to make sure the few who ARE spending their money spend it with you is by crafting a story that compels them to choose you over every other option they have.
EXAMPLE
Fed Ex’s slogan, “When it absolutely, positively has to be their overnight”
is a great USP. In fact, in 1980 no one got their packages overnight and no one realized they would ever need a package overnight. But four years later, Fed Ex became a giant because they separated themselves for a specific need that wasn’t being met with a specific market place.
Your USP must answer the question every consumer asks: Why should I spend my hard earned money with you rather than with someone else?
If you cannot answer this question, then you do not have a defined USP and you are vulnerable to the competition that is ready and willing to do what it takes to capture your local target markets attention.
Once you create a USP, add to its strength with guarantees, coupons, deferred payments, rebates or time-limited promotions or anything that will add the little extra that makes all the difference when influencing your target market to buy from you.
If you look hard enough, you will find what makes you and your business stand out in the crowd.
If you want to instantly, seriously juice up your “USP” do this:
1a. List out all the objections your prospects would have about buying from you and only you.
1b. List out all the negative stigma around your products, services or industry.
2. Pay close attention because this is where the power is…..Structure your marketing to answer all of the objections your prospects have and sell the fact that you are the opposite of the negative stigma around your industry (of course… be truthful).
If you find that these negative stigmas are in your business after you list them out, see what you can do to eliminate them and then follow step 2.
This isn’t just a concept or an idea. This tip has been proven to increase the amount of customers my elite coaching clients get every year.
