Step 1 - Your Unique Selling Point
Why should anyone do business with you over your competition? If you can't give me 3 good reasons within a minute, then you may have a weak Unique Selling Point, or USP! The goal of this first step is to come up with a unique twist on your business and differentiate why any customer should buy from you, verses the competition regardless of price. For some companies, this is the most uncomfortable step, where we pull apart your business, and take an honest look at where your company is standing. During the USP stage, we will look at the following areas within your business.
- Your Marketing Goals
- Your Ideal Customer or Client Profile
- Your Customer Feedback & Surveys
- Your Inside Reality Verses your Outside Perception
- Your Innovations and Value Added Qualifiers
- Your Customer's Expectations
- Your Research of Marketing Platforms and Media
In the USP stage, we will review your company's 3 M's of Marketing.
1. Your Market - Who you are targeting?
2. Your Media - Where is your current marketing platform? TV? Internet? Direct Mail?
3. Your Message - What is the message you are delivering to your prospects?
After going through the USP stage, you should have a clear understanding of your marketing goals, who your target audience is, your company's current inside reality and outside perception, and what innovations you need to make in order to be competitive.
The USP stage also includes reviews in the following areas:
- Marketing Accountability and Tracking Review
- Marketing Budget and ROI Review
- Cost per Lead and Cost per Customer Acquisition Review
- Marketing Automation & Systems Review
- Sales Automation and Follow-up Review
- Customer Retention Program Review
- Media & Platform Opportunities Review
For most clients, the USP stage is covered during pre-consulting conversations with Matt and during the first 4 hours of onsite consulting. When we arrive on location, we'll have a good idea of the status of your business and will be able to help you spot opportunities and loopholes in your marketing.
The USP is the critical step in your marketing and is the most important part of a successful marketing campaign. After a full review of your USP and current marketing, we'll move to step two, which is identifying your marketing platforms and offers in the new campaign.
Click here to read more about step two - Platforms & Offers
