Communication
I covered Step 1 of 3-Step Marketing for Non-Marketers Online and Off in my last post. Step 1 is essential groundwork that needs to be done for any marketing you plan on doing regardless of where you decide to do it and which marketing tactics you employ. Step 1 entails defining who your ideal client is with as much precision as you can gather. You will have a much better understanding of how to address your ideal client. It sets you up to be able to do STEP 2, which is crafting a message that speaks to your ideal client. You will be crystal clear on who you are speaking to.
USP and WIIFM
Your ideal client does not care about you. They want you to answer two questions prior to entering any relationship with you. It has absolutely nothing to do about you, your business, your product or your service. You will need to adequately answer:
- Why should I do business with you more than anyone else?
- What’s in it for me?
Your marketing message has to identify what differentiates you from anyone else as well as the benefits of your products or service. This is called your Unique Selling Proposition or USP. What is it that you do that is bigger, better, faster stronger than anybody else. It is not the “customer service”. Every company will say that they give great customer service. The point of differentiation has to be tangible. For example there is a local mobile phone store that offers these features:
Features
- ensure you have the right phone plan for your needs
- help set up your email via phone
- do complementary bill assessments
- provide on-site service
- set up blue tooth in the car and more
- give out gift certificates to a local pizzeria
These may all fall under “customer service” but they are all tangible features that help the customer and are not necessarily done in the phone store down the road. They are not charged for this. These are all added extras for doing business with this particular store. It differentiates them from the rest.
Benefits of the Features
Customers leave feeling cared for and equipped with what they need. Things are kept simple for them so that no time is wasted. They feel confident that they have what the need.
It helps if your USP is included in the title and/or subtitle of your company name so that what’s important to your market is right up front. Charlene Brisson, the 3-Step Marketing Pro did it. She keeps marketing simple and she put it in her name….3-Steps. Keep an eye out for her new book: 148 Ways to Advertise and Promote Your Business. Ask me for your promo code.
It's the ultimate 360 page guide to traditional and new media marketing tactics.
Please share what differentiates you from the same business down the road. What makes you stand out? In my next entry I will describe Step 3 of 3-Step Marketing for Non-Marketers Online and Off: Selecting marketing tactics to reach your target market to attract your ideal client.
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