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MSN To Use Your Files To Personalize Search?
Microsoft is kicking an idea around about developing a personalized search function on MSN Search using personal content stored on an individual's computers.
Rank And Page Position Still Rule
I love looking at the various surveys and studies that float around in the search space. So you can imagine the drool running down my chin, at the thought of the “Search Behavior” session.
What's Up With Google's Calendar?
Jeremy Zawodny and seventeen others are now cheering for Google to release a calendar function. (You read vague speculation on that topic here way back last May.)
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Yahoo!'s 10th birthday is today. To celebrate, they're giving away... a scoop of ice cream, courtesy of Baskin Robbins.
CEOs Who Jump Into Conversations
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Microsoft Brings In Outside Marketing Expert For Longhorn
The Financial Times reports today that Microsoft has hired Michael Sievert, a marketing expert who was most recently chief marketing officer of AT&T Wireless, to be in charge of bringing Longhorn to market.
Attack-Mode PR
For shame ... Via Profnet yesterday, I received this query... 10. PUBLIC RELATIONS: PR-Themed Reality Show ...
Ignore The Blogs At Your Client's Peril...
That's my new favorite motto, something that I thought of during my presentation at the NewComm Forum.
GM Talks Blogs, Podcasting and RSS
Neville Hobson and Shel Holtz conducted an interview with General Motors' Michael Wiley and kindly transcribed the contents for us. The basis for the interview was to discuss the future impact of blogs, RSS feeds, and podcasting (the medium used for the interview).
Lead Generation Modality Map For Complex Sales
I asked InTouch client, Cheryl Hatlevig of Adesso Systems, to share her philosophy on doing lead generation for the complex sale.
Lexus Talks to a Blog to Squash Virus Rumors
ZDNet reports that car maker Lexus denied that the Cabir wireless worm poses a risk to the Bluetooth-capable navigation systems featured in some of its vehicles ...
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03.04.05
Unique Selling Proposition - Your Competitive Advantage!
 By Larry Lim
To capture a larger market share and be viable, sustainable and profitable, you absolutely need to differentiate or distinguish your business, products and/or services from your competitors. In other words, you need to make your business special in the eyes of your customers and/or prospects.
You can do this by creating what's called an Unique Selling Propostion or USP and then effectively convey that USP to your target market via your marketing efforts and business performance.
This is particularly crucial if you're operating in a highly competitive market.
What Is An Unique Selling Propostion?
Your USP is the one thing or idea that sets your business favourably apart from your competitors'. It's a statement of Advantages you bring to your customers that differentiate you from your competitors.
 It's the focal point around which the success and profitability of your business is built and so you must be able to state it and fulfill it honourably and effectively. It's always stated in terms of the benefit it delivers to your customers.
Think about this...
"What's the one thing that makes your business unique and distinct? Why should people buy from you and not from your competitors? Do you promise great value, benefit or service?"
Advantages could include factors like a broad range of product selection, superior customer service, highest quality, best prices, and so on.
Effective USP Components
When formulating and implementing your USP, it's crucial that you bear in mind the following components:
1. Your USP must be truly unique
2. It must be strong enough to excite your target market and get them talking about it.
3. It mustn't be easily imitated or copied.
Look, anybody can claim that they provide the best service in town - "We're The Number One Service Provider In America". Do you think this is credible? Of course not, people can see right through it. It's lukewarm and is an empty promise because you can't measure it and you can't hold them accountable. USP such as this can in fact harm your business instead of helping it.
Your USP really needs to pack a punch.
Now, let's take a look at a good example:
 "Your Parcel Delivered To You The Very Next Day, or It Costs You Nothing!"
The above is a powerful USP. As you can see, you can actually measure it and hold the Company accountable. The Company actually guarantees the delivery of your parcle the very next day or it doesn't cost you a cent.
Can you imagine what this will do to the Company? It'll put it head and shoulders above its competition.
Many business owners often wonder why they should be unique. They wonder what's wrong with being a "me too" business.
The fact is that if you're unique, you're almost guaranteed to outperform and outdistance your competition. It's also a fact that a "me too" business will eventually go to the wall.
Read the Rest of the Article.
About the Author:
Copyright 2005 by Larry Lim, MarketingSphere
Larry Lim is a practising marketing strategist and tactician who dishes out highly effective marketing strategies and tactics that will enable you to successfully start and grow your business on the Internet.
Check out his website - http://www.marketingsphere.com - which is jam-packed with internet marketing secrets and softwares that will skyrocket your sales, and shoot your profits through the roof. |
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