What Makes you so Special?
Before you can get someone to buy from you you need to answer the question, “What’s in it for me?” Your potential clients need to know what makes you so special. Crafting a strong USP or Unique Selling Proposition will go a long way in differentiating your company, product or service.
In order to craft your USP get out several index cards. Write down your three biggest benefits on the first three cards. Use another card or two to list the point of pain or performance gaps in your industry that you hope to overcome.
Next, list any specifics or proof. Do you have testimonials, studies, or statistics that will support your claims? Once you have each of your cards fill out shuffle them around. Look at them. Put them away. Get them out and look at them again. Eventually you’ll be able to craft a brief and catchy slogan or USP that will show why you’re so special. Deliver on your promises for strong word of mouth marketing.
WHO are you Selling To?
To have a high conversion rate with your marketing efforts you need to get close to your target market. Knowing the demographics that fit your ideal customers will go a long way in aiding that process. Demographics include characteristics such as age, race, gender, income, and education level. Whatever media you decide to try (television, print, radio) the outlet will have a demographic profile of their audience. You need to find the means that mostly closely matches your target.
Many companies have demographics in their own database, whether they realize it or not. Point of Sale systems make it easy to capture age, zip code, and more. Simply asking your customers how they heard about you will help you measure your marketing return on investment (ROI).
If you’re looking to get a picture of a geographic area try City-data.com. The insights on your Facebook business page are – well – insightful. Use your website’s Google Analytics to learn how your website was found and by whom. A phone call or visit to your local convention and visitors’ bureau may reap demographic rewards.
Learn more about demographics and psychographics. Watch VALS, Motives, and Psychographics explained by Terra L. Fletcher at FVTC.