subject: Uniformity Between On The Internet And Offline Marketing [print this page] This month's posts stress out the importance of synergy and uniformity in between your on the internet and offline marketing and advertising efforts. Throughout this context, this month's guideline talks about what might well be the most important and overriding marketing consideration you can make, on the internet or offline --- Developing your Unique Promoting Proposition (USP).
When businesses are trying to figure out how to market a product, they focus on the Distinctive Selling Proposition, the 1 thing that makes that item various from any other. It's the one reason they think consumers will purchase the item even though it might seem no different from numerous others just like it. It may be that the item has a lower price or much more convenient packaging, or it may taste or smell better, or last longer. Would you buy from a company that does not promise some excellent value, benefit, or service but just a "buy from us" for no good reason sales pitch?
Your distinctive promoting proposition is the mantra around which you will build your success so you need to be able to state it in a single statement. It will discipline you to concentrate on what your company is all about and bring your organization to mind when someone is searching for the items or services you sell. It answers the question each and every consumer asks: "What's in it for me"?
Many companies on the internet and offline do not supply an answer - and very few online businesses make certain that answer appears on their landing and home pages. If you can't cut via the clutter, grab attention and communicate instantly that you offer value nobody else has, then the tendency is your visitors are gone to someone who can.
In order to produce your USP, ask yourself the following questions:
1. What are the unique aspects about my company, item, or service vs my competition? 2. Which of these factors are most important to my clients? 3. Which factors are hard for my competition to imitate? 4. Which of these aspects could be effortlessly communicated and understood? 5. Can you create a memorable message (USP) of these distinctive, meaningful qualities about your business or brand? 6. How will you communicate this message (USP) to buyers and end users, both online and offline?
Examples: AVIS: "We Try Harder" Burger King: "Have it your Way" Kentucy Fried Chicken: "Finger Lickin Good" Dominos Pizza: "Fresh, hot pizza delivered in 30 minutes or less, guaranteed
