I know how easy it is to overlook the task. 
However understanding and knowing your USP will
 ensure
you communicate your products and services 
more effectively to your customer’s and in turn increase
your profits!

To help make the task a lot easier we’ve pulled
 out three key questions to help make creating
 your UNIQUE SELLING PROPOSITION ( USP ) as easy as learning your ABC.

1) What do you do?  What does your company 
or business do?

Now, this is where most people make the first mistake, as 
they typically answer the question as follows:
I am a designer
I sell computers
We sell insurance etc etc

So let us re-phase the question.
What do you do for your customers? IE How does your service
 or product make you customer FEEL? Happy?, Confident?, Strong?, Content?, New?, Safe?

Below are the 16 key desires that make people take action, these desires were found as part of a
study by Ohio State University professor and psychologist Steven Reiss.

1. Power
2. Independence
3. Curiosity.
4. Acceptance
5. Order
6. Saving
7. Honour
8. Idealism
9. Social contact
10. Family
11. Status
12. Vengeance
13. Romance
14. Eating
15. Physical activity
16. Tranquility

You can read about Steven Reiss’s ideas in his book,  “Who Am I?”

2) What do your clients like about you, your product or service? How do you know?

It’s amazing how many businesses do not ask for feedback from their customers. 
So many businesses just assume that their customers are happy, then wonder why they haven’t come running back for more?

Customers feedback and testimonials can provide a rich source of information and even some home truths about how you deliver your service.

 Be open to criticism: – I know how it feels, its your business, your baby and you’ve 
become emotionally attached, but you will need to detach yourself in order to take on board all comments and learn quickly from any mistakes you make.

3)  What value do you add to your customers businesses and lives?

The most clever USP’s combine both your customer’s desires and the businesses 
products or service – in one simple sentence. Here as some famous examples:

Federal Express “When it absolutely, positively has to be there overnight.”
Note; how FEDX use power words like absolutely, positively – ie speaking
 their customers language – giving them a promise.

Domino’s Pizza “Hot, fresh pizza delivered in 30 minutes or less, guaranteed.
Again Domino’s Pizza create desire with the words HOT, FRESH PIZZA ( you can almost taste it! ) – not only delivered to your door but to your belly in minutes! Clever!

How to nail your USP in less than an hour!
1) Take a clean sheet of paper and go back over each of the above questions. ( 5 mins )

2) Make 
a list of words and answers for each and then select out the words that best represent your customer’s desires. Make sure you include your core products. ( 10 mins )
Use the famous USP’s above for reference.

3) Mix your chosen words around until they form short punchy sentences. Don’t worry if they don’t make sense at first just keep writing out as many different variations as possible. ( 10 mins )

You may end up with 10 or 20 different variations, so here’s our TOP TIP:
Once you have exhausted your list put them to one side for half an hour ( or over night ).  Look at the list again with fresh eyes, you will find that one or two of the sentences stand out more than the others. Pull these out and continue to refine until you are happy that your USP delivers your businesses unique benefits and services in one easy sentence! ( 5 mins ) TOTAL TIME TO DO 1 HOUR!

Next month is all about branding, the subject:
 Why good brand design matters?

Talk to you then.
Debbie

And boy am I glad I did – while I still have some way to go in terms of getting my head around how some of it works, it has opened my eyes the potential money that I am leaving on the table every day in my business by not using some of these simple yet sneaky tactics that can literally transform my bottom line!

If you want to stay at the fore front of what is going on in both the business, property and social media arena then get yourself down to London for Make It BIG in 2010… with James Cann and a whole cast of others http://www.triumphantevents.co.uk/events?access=mib-jamescaan

A marketing plan is an essential element in formalising your business strategy and tactics. It is a dynamic creation that should evolve over time to the ebbs and flows of your business. It does not need to be complicated; as long as it covers the essential elements, in a clear and concise format.

An ideal marketing plan will drill down from overview to detailed activities. It is the best way to flesh out what you wish to achieve and how you are going to achieve it. It serves multiple purposes; one, the importance of which should not be underestimated, lies in the creation of the document itself. By going through the formal process of creating a marketing plan you will go through a mental process that will focus your mind on the both the intended destination and your journey.

The plan will provide a way of communicating your intentions with business partners and funding organisations; it will serve as a reminder to yourself regarding your overall view of where you are heading and will help you avoid the all too familiar pitfall of concentrating too hard on the future and neglecting the what needs to be done in the present.

At the centre of a well developed marketing plan lies the heart and soul of the business. A major part of the plan will encompass your brand identity and developing this is the single most important activity of the whole exercise. It is your business identity, and how it interacts with your customer base, that will determine whether or not your business will succeed.

Over the next few months we will guide you through the creation of a simple market plan. We will describe the formal process in easy to follow steps; we will look at issues ranging from formal analysis of your markets through to branding; we will show how important it is to create a business identity that holds your marketing together and your customers will remember.

Getting your marketing motivation and plan right from the outset is the most important step you can take in order to ensure your business succeeds.

Got any good reasons for not marketing your business in a recession?
You may think you do, but did you know that behind every excuse lies a potential goldmine…

‘It’s not for businesses like mine’
Businesses big or small should include marketing as an integral part of their yearly business plan. It’s the third most important aspect of maintaining business success. Many businesses assume that once they are up and open people will just come knocking on their door. However, experience has taught me that nobody knows who or where you are unless you tell him or her! Sounds simple but it is amazing how many businesses fail every year because of this simple assumption. Remember there is always another business just waiting to take your place. Marketing is for everyone.

‘We don’t have time’ Quite simply – make time! The first thing to do is review your business, products or services. Focus on areas that need bringing to your customers’ attention. It’s amazing how many businesses don’t think ahead. Hiring a brand and marketing professional to help you create a simple marketing plan will help you manage deadlines, and will keep you one step ahead of your competition.

‘We don’t have the budget’
Every business should set aside at least 5 – 10% of revenue for marketing every year. But marketing doesn’t have to be expensive. There are hundreds of low cost ways to promote your business, from promotional t-shirts (everyone loves a useful freebie!) to blogs – items that either evoke a response or that customers get to keep. Word of mouth is obviously one of the best forms of public marketing.

It also helps to use a variety of different marketing methods; just ensure you have a strong message with a clear call to action that captures your customers’ attention.

Whether you are a new enterprise or established business, you should have a clear marketing plan on how you aim to promote your business 6 – 12 months ahead. Keep your ear to the ground for up and coming social or seasonal events that could create great promotional opportunities.

‘Now is not a good time’
Just think if every business thought the same way. Imagine what kind of opportunities we would all be missing. There is no doubt that a recession puts a strain on a business’ ability to maintain its marketing.

However, the ones who hold their own, and even thrive in the recession, will do so by increasing, and more importantly, using targeted and Internet Marketing.

‘ We’ve tried it and it doesn’t work’
It’s true, there are no absolute guarantees. However, you can increase your chances of marketing success by testing your ideas with friends and colleagues. Low cost digital printing and email is another way to test-market your promotions before a big launch. Carrying out monthly customer reviews, and questionnaires, can also be a great way to find out your customers’ wants and needs. Just don’t stop. Your marketing is your Olympic flag, so fly and swoosh it higher than everyone else!

Working left to right, are some examples of recent business card designs for clients working to a small to medium size budget:

1| FIRE Creative business card
10pp Folding brochure size business card – Great for when 2 sides just aren’t enough to get your
message across. Digitally printed to allow for a low cost way to up-date design work.

2| Sailing Breaks business card and booking card –
2pp digitally printed – half fold business card that doubles up as a booking reminder.

3| Alyson Livesey – Academy of Dance and Drama – business card
2pp standard size litho printed card with a spot gloss UV for extra impact

4| Twinkle – Childrens Emporium – business cards
2pp litho printed, 2 spot colour with a spot gloss UV for added shimmer
was part of a set that was printed up together and included / die cut post cards and swing tickets.
5| Jane Kenyon – Life Coach – business cards
Cryptic play on words – believe it or not these were printed by Vista Print! You see you can still be unique
on a budget!

6| FIRE Creative – generic business card
2pp litho printed in a single flourescent red + gloss lamination

7| Soul Feet – Chiropody – business card + appointment card
Its often more cost effective to plan a number of items up together.

8| Jeff Thomson PR – business card
6pp folding business card litho printed in 2 colours – great for PR and copywriters who have
more to say than most of us!

9| Marianne E Hick – Wedding Dress Maker – business card
A business card that doubled up as a swing tag. Litho printed using metallic inks for an elegant finish.

10| Evran Interiors – business card
Multi-coloured set of card to inspire customers – printed by Moo.com