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The 7 Keys to Marketing Success series outlines the elements needed by small business owners and entrepreneurs to develop strong, strategically-based marketing plans for long-term business growth.
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The 7 Keys to Marketing SuccessFREE Video Training Series
With Paul Keetch
Co-Author, Make My Marketing Work
The 4th Key – Craft My The 4th Key – Craft My MessageMessage
Your message is your business storyYour message is your business story– It sets you apart from other businessesIt sets you apart from other businesses– It explains what you do and how you do itIt explains what you do and how you do it
USP – Unique Selling PropositionUSP – Unique Selling Proposition– Jay Abraham’s Definition:Jay Abraham’s Definition:
““A USP is that distinct and appealing idea that sets A USP is that distinct and appealing idea that sets you and your business favorably apart from every you and your business favorably apart from every other generic competitor. Your long-term marketing other generic competitor. Your long-term marketing and operational successes will, ultimately, be helped and operational successes will, ultimately, be helped or hurt by the USP you decide upon.”or hurt by the USP you decide upon.”
– Important Word: FAVORABLY!Important Word: FAVORABLY!
The 4th Key – Craft My The 4th Key – Craft My MessageMessage
Why Should I Do Business With You?Why Should I Do Business With You?– USP should answer this questionUSP should answer this question
Example USP:Example USP:– Domino’s Pizza: "You get fresh, hot pizza Domino’s Pizza: "You get fresh, hot pizza
delivered to your door in 30 minutes or delivered to your door in 30 minutes or less -- or it's free."less -- or it's free."
– Unmatched guarantee (at the time)Unmatched guarantee (at the time)
The 4th Key – Craft My The 4th Key – Craft My MessageMessage
USP Should be based on objective USP Should be based on objective information that applies to EVERY information that applies to EVERY customercustomer
Don’t base it on personal tasteDon’t base it on personal taste– You may think that peanut butter and You may think that peanut butter and
anchovy pizza is the BEST IN THE anchovy pizza is the BEST IN THE WORLD!WORLD!
– Many of your customers won’t agreeMany of your customers won’t agree
The 4th Key – Craft My The 4th Key – Craft My MessageMessage
In SummaryIn Summary– Your message is the business story and Your message is the business story and
promise that sets you apart from your promise that sets you apart from your competitioncompetition
– Your USP (Unique Selling Proposition) Your USP (Unique Selling Proposition) sets you FAVORABLY apart from others sets you FAVORABLY apart from others and answers the question:and answers the question: Why should I do business with you?Why should I do business with you?
– USP should be based on objective USP should be based on objective information that applies to every information that applies to every customer.customer.
The 7 Keys to Marketing SuccessFREE Video Training Series
www.MakeMyMarketingWork.com/mmmw.html
With Paul Keetch
Co-Author, Make My Marketing Work
