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Step 2 - Why should people come to me?
This question takes us into very familiar territory. It focuses on what is usually called your "Unique Selling Point".
In the last section we saw how to "greet people with a KIS". Your Key Identity Statement can be used on the phone, in mailshots, anywhere when you need a few very carefully chosen words to grab people's attention and get them asking more. Now you need to convince them that you above all others are the right choice for them.
For many of us this is a problem. First, it is difficult to be different and too easy to come up with a statement that appears contrived and is uncovincing. In any case, uniqueness is almost impossible - by definition you get only one shot! Among even a hundred similar businesses can I really claim to be unique? The phrase Key Qualities may be better than "Unique Selling Point".
A second difficulty is that some of us hate to be pushy and "blow our own trumpet". But if you genuinely believe you are offering a good service, especially in a marketplace where many are not, you should not be shy about saying so. Showing potential customers that you offer something really good can save them from ending up with something a lot worse.
We need to tackle this challenge in three parts by answering the questions
- What are the qualities of my business?
- Why do they make my business different?
- How can I summarise the benefits of buying from me?
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