If you’ve spent time diligently searching the internet for the answer to business growth, but are still completely confused by the conflicting information and sheer number of marketing opportunities available today, you’re not alone.
There are an incredible number of great marketing options out there for any kind of business. Unfortunately, most business owners have too little time and energy to master all of these marketing strategies, especially while still running their own business.
Luckily, the four marketing steps outlined in this reports will not only eliminate your confusion, but can also give you the power to potentially triple your sales!
What Are These Four Steps?
They’re called the Four Step Marketing Method — and these four steps can increase your revenues by as much as 300%!
• Step One – The USP – Figure out exactly what your customers want and say it in your marketing. Build tracking into your marketing so you know what works and what doesn’t. Innovate and include value added qualifiers so you can beat your competition regardless of price. Create an outstanding USP that sets the stage for success.
• Step Two – Platforms And Offers – You create great free offers and implement platforms for delivery so you can capture people’s attention and generate a ton of A to Z prospects that opt in to receive your offer and follow up marketing from you.
• Step Three – Marketing Arsenal – You pour gas on the fire by choosing from a large number of marketing opportunities that will send you a boatload of traffic.
• Step Four – Marketing Automation – Now that you have all that traffic, you use systemized marketing automation to follow up to convert prospects into buyers, and buyers into repeat buyers. Still feel a little overwhelmed? Don’t worry! We’re here to provide even more help!
The important thing to keep in mind is that marketing is easy. Yeah… it’s very easy, but ONLY when you know how to break it down into these simple steps and keep this statement in mind:
The key is finding out what your buyers want to HEAR, and then SAYING it every time you market to them!
In this report we are going to deal with the first of the four steps — creating a solid Unique Selling Point, or USP for your business.
Step #1 – Your Unique Selling Point
Why should anyone do business with you over your competition?
If you can’t immediately come up with three good reasons, then you have a WEAK unique selling point! Also called a USP, your unique selling point is the marketing message you present to potential customers.
Your USP must get people to react and think about what you offer. It should make them say… “Wow, that’s really cool!”
To create a winning USP, it’s important to come up with a unique twist on your business.
• What makes you different?
• What makes you better?
• Why should people do business with you REGARDLESS OF PRICE?
If you’re like most business owners, you’re probably thinking… “Isn’t price the MOST important thing to consumers?”
I have news for you — if you think PRICE is the most important thing to your target audience, you’re DEAD WRONG!
People don’t necessarily buy the cheapest. They’ll buy because of what you offer and what you can do for them.
So… what is MOST important to consumers then? The most important thing to a potential customer is VALUE and TRUST.
Say you’re in the market to install a pool in your backyard, so you contact two different pool companies for estimates.
• Pool Company A – A guy from Pool Company A shows up a half hour early in a dirty t-shirt driving a beat up old pickup instead of a company truck. He doesn’t have any pictures of pools he’s installed or customer testimonials for you to review. Without asking any questions about your exact needs, he hands you an estimate for $15K on a torn scrap of paper with the words “no warranty” scribbled underneath.
• Pool Company B – A guy from Pool Company B shows up a few minutes later right on schedule in a sparkling clean company truck wearing a company polo shirt. He hands you a professionally printed business card that lists four ways you can contact him along with a portfolio you can keep containing 100 happy customer testimonials and beautiful pictures of previous pool installations. After asking questions that give him enough information about your exact needs, he writes you a thorough estimate on a company logo printed form for $25K. Then he answers your questions, and before leaving hands you a FAQ sheet about backyard pool installations, a job contract for your review, information on their 10 year warranty, and a coupon for a free year’s worth of pool cleaning with a new pool installation.
Which pool company would you choose? Me too… Pool Company B.Even though Pool Company B’s price is significantly higher, the perceived VALUE and quality of the work is higher, which creates TRUST that turns a prospect into a customer.
A lot of businesses try to compete on price alone. If this sounds like you, creating an effective USP will help you realize how you can overtake your competition, regardless of price.
Creating Your USP
The goal of your USP is to differentiate why a potential customer should buy from you instead of from your competition.
• Do you offer a year’s free pool cleaning with new pool installations?
• Do you offer a 10 year warranty on your pools?
• Do you give potential customers helpful supporting documentation like pool installation portfolios, FAQ sheets, sample contracts, and more?
All of these things came together to give Pool Company B an outstanding USP — in other words, a unique selling point that put them above their competition, even though their price was $10K higher.
The fact is the Pool Company A guy may do better work than Pool Company B. His work may be so good nobody has ever needed a warranty or repairs on his pools so he doesn’t offer them because he’d have to raise the price. He may be a master in the pool installation field that has designed and built award winning pools for the rich and famous.
Unfortunately, his USP says the opposite. That’s why he’d likely lose the job.
Consider answering the following questions to get started with your USP. This is just a jumping off point. Add your own questions to really narrow down what can make you stand out from your competition.
• Do you offer free shipping?
• Do you offer a warranty?
• Do you offer guidance to help customers choose the right product or service?
• Do you offer free customer support?
• Do you offer free consultations?
• Do you offer a free buyer’s guide or other supporting documentation?
• Do you offer lightning fast service?
• How are you unique?
• What do you do that makes you better, faster, or stronger than your competition?
• What would you say if I asked, “Why should I do business with you?
Areas To Look At
It’s tough for many businesses to come up with a USP, but if you look at the following areas within your business, you’ll see it clearly.
• Your Marketing Goals – What exactly do you hope to accomplish in developing your USP? Do you want to increase leads? Increase sales? Increase website visitors? Surpass your competition?
• Your Ideal Customer Profile – Who is your ideal customer? What does your ideal customer want? A quality product is obvious, but what else? Examples of previous work? A good warranty? Hassle free service? Fast shipping? Customer support?
• Your Customer Feedback – What do your past, present, and potential customers think of your business? Learn what your customers think about your business to improve your business by getting customer feedback and information through simple customer surveys.
• Your Inside Reality And Outside Perception – Does your target audience see who you are on the inside as an outside perception? Do you do excellent work, but look like an unorganized mess (Pool Company A, for example)? Look at the inside reality of your business (who you are) so you can innovate it to improve your outside perception (who potential customers actually see).
• Your Innovations And Value Added Qualifiers – Why should potential customers choose you over your competition? How can you create a TIPPING POINT to where people choose you regardless of price? What innovations can you make, or what value added qualifiers can you include with your offerings?
For example, Pool Company B adding the free year of pool cleaning with a new pool installation is a value added qualifier that creates a tipping point for a potential customer.
• Your Customers Expectations – What do potential customers expect if they choose to do business with you? Clarify your customer’s expectations to compare how your business measures up.
• Your Marketing Platforms And Media – We’ll talk more about this in step two, but consider the type of media you will use to deliver your USP (print, video) and from what platform (salesperson, website).You should also look at your specific three M’s of marketing. — Market, Media, and Message.
1. Your Market – Who is your market? What do they want? What are their pet peeves about your industry? What can you do that your competition can’t do or refuses to do? What would get your market to commit their business to you?
2. Your Media – Where does your target audience hang out? Do they watch TV? Surf the internet? Is direct mail the best option for reaching them? You need to be where your audience is looking.
3. Your Message – Your message is your USP. It’s what you say to your customers that compels them to buy regardless of price.After going through the USP stage, you should have a clear understanding of your marketing goals, who your target audience is, your current inside reality and outside perception, and the innovations you can make to overtake your competition and succeed in increasing sales without making price a factor.