What’s the Single Most Important Part of my Marketing Strategy?

What’s the Single Most Important Part of my Marketing Strategy?

Many business owners struggle to balance their entrepreneurial duties with leveraging the their marketing dollars full business-building potential.

But at the end of the day – your strategy there to bring your message to as many people in your target audience as possible.   Create awesome value for your clients, and then communicate that value effectively. 

But what message are you sending out to the world… and how well is that message baked into every touch point you have with your audience?

That message is called your Unique Selling Proposition, or U.S. P.

It’s what helps you cut through the clutter......Make sure we have that Unique Selling Proposition down. 

3 Examples of Great Unique Selling Propositions:

  1. Federal Express: “When it absolutely, positively has to be there overnight."
  2. Dominos: "Pizza delivered in 30 minutes or it's free."
  3. Nyquil: "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine."

3 Tips to a KILLER Unique Selling Proposition:

  1. List your 3 biggest benefits. But don’t just say – best quality, best service, or best price. Those are really hard to make unique, because almost everyone will CLAIM them. 
  2. Solve an industry-wide pain point. Don’t just look at what you’re good at today – find out what customers in your industry REALLY need, or REALLY don’t like. Positioning as the solution to that is a GREAT U.S.P.
  3. Be unique. Note the examples above. They list benefits, and combined them into a unique offer. How can you combine your top 3 benefits, as a solution to an industry-wide pain point, in a unique and memorable fashion? Now – combine into one clear and concise statement!

ALL of your marketing should be organized around this single statement. 

Auto Dealers, Doctors, Lawyers, HVAC, Plumbers, Electrical, Non-Profits and many other businesses have benefited from NAB getting them seen and respected in their community. Building their reputation, online presence, and generating leads for them. Let us show you how we can do this very reasonably, we help you get online, get seen, and help you with a total branding effort. If you are interested, leave a comment or contact us directly from LinkedIn. Are your verified on Google Business? Ask us, we will help you for free...Coming soon, StLouis Biz Talk.

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Comment by Jon Floyd on April 28, 2015 at 7:50pm

Thanks for the input and great comment BTW..

Comment by steven chessin on April 28, 2015 at 2:32pm

Jon - I was once asked the difference between advertising and marketing. I said, "Advertising is the spaghetti you throw at the wall and marketing is what sticks". As such, advertising has a low R.O.I. because it targets a small percentage of actual potential users of that product / service. 

I think it is most important for a business to balance the 3 elements of advertising - marketing - sales promotions so that the full range of potential customers can be addressed from existing customers and fresh near-intenders to barely aware that the company exists first-time buyers.  ----  Most of what most car dealers do is marketing or light local advertising but the large volume stores do strong regional advertising. Small car dealers are struggling to develop web marketing to have some way to compete with the major players. In that respect the excellent vendor services help to level the playing field somewhat because consumers today can SEARCH for a single specific vehicle easily. 

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