The key to a great marketing campaign starts with under-
standing how the needs of your prospect relate to your
product or service. It's basic, but most business owners
never consider the thought. Until you know what they need
and determine how you can satisfy those needs, you can't
really plan a meaningful campaign.
Get a pen and paper out and ask yourself these questions:
· If I were a prospect getting solicited by my company,
what would it take to get my attention?
· What promise would I want fulfilled?
· What needs would I want to have met?
Now ask yourself:
· What needs and desires are my competitors not fulfilling?
The best way to find out where you need the most work is to
list all the needs and desires your competitors are already
fulfilling. Maybe you are fulfilling these desires too,
but is it possible that you could articulate it better than
they can? Sure!
A good USP (unique selling proposition) is one that fulfills
a void in the marketplace. It is communicated clearly and
concisely so that your prospects "get it."
It's also known as your "big promise." So, it's important
that not only do you communicate it in everything you do
and say... but that you standby it - always!
To formulate your marketing campaign, along with the lines
of your USP, I suggest asking yourself the following
questions.
· How can I show more interest in my customers than my
competition?
· How much more service can I offer than my competitor does?
· What are my specific added or extended service benefits?
· When I have used similar services from competitors, where
have I been most impressed or most disappointed? And,
why?
· How can I make my customers understand how important they
are to me?
· How can I persuade them they are being treated with
professional interest and courtesy?
· What specific needs should my product or service fulfill?
As I've said before, without a customer your business doesn't
exist. Stop running your business the way YOU want it, and
start running it the way YOUR CUSTOMERS want it.
It's all about them. It's never about you.
Treat your customers like dear and valued friends. Give them
what they want. Treat them with respect and courtesy.
Communicate with them often. Let them know you care about
their wants, needs and desires.
If you've asked yourself the questions above, you are 1000
percent better than your competition. Rarely will ANY business
ask themselves these questions. It shows in their poor revenues.
Always remember: It's all about their needs, wants and desires.
It's never about yours.
About the Author
Craig Valine is the publisher of the
The AwfulMarketing Alert Newsletter, "Where you learn
GOOD marketing strategies by looking at those who do
it really BAD."
To subscribe his free newsletter, go to:
http://awfulmarketing.com/ezinesubscribe.htm