If you’ve been in business for at least a year, I’m certain you have hidden marketing assets that are primed to help you grow your business, without any additional advertising expenses. The top three assets in your business that you can leverage immediately to attract revenue are:
1. Your Unique Selling Proposition (USP);
2. Integrating that USP into all your marketing; and
3. Maximizing your customer base.
Would it surprise you to learn that just changing the way you describe your unique position in the market can quickly boost your sales by 30% to 1,000%? The USP is the statement that instantly tells your customers why they should do business with you over your competitor. It differentiates you from everyone else in your market, and it embodies your prime marketing message.
Instead of marketing your business as “the top insurance provider in the Northwest” for example, say instead “Our customer care is second to none” or “Life insurance for people who enjoy life”. How about manufacturing? “Incomparable quality at an affordable price.” Or a service business: “On time, on budget, worry-free.”
The USP is much more than a clever tagline. It is an organic representation of what your business is all about. When I help my clients develop their USP I spend at least an hour on the phone with them asking penetrating questions about every aspect of their business.
Once I determine the unique value they bring to their customers, I work with them to integrate that USP into every marketing activity they undertake. This means that their on-hold message, their letterhead, their website, their vehicle signage, their conversations with customers, and every ad or marketing collateral that goes out the door features the USP.
When you consistently transmit your message this way, it captures a customer’s attention and provides compelling reasons for doing business with you. If a customer has a need your product or service can meet, knowing instantly what you promise in your USP makes it very easy for a customer to choose to do business with you. This is valuable because the customer is already sold when they make contact with your company. Based on your message, they have already decided that you have what they need. Do you see how much easier it is to attract customers when they know exactly what you offer them?
The third marketing asset is your customer list. This builds upon the first two steps because you need a solid USP and integration of that USP into your marketing every time you contact your customers. The database of information you keep about your customers allows you to determine specific targets for additional marketing. You can reactivate customers who may have bought from you previously. You can create special offers to appeal to your best customers. You can obtain referrals to increase your number of customers.
By focusing on these three hidden marketing assets, you can direct your efforts to the activities that are best for business growth.
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Beth Agnew is an accomplished educator, business consultant, and marketing writer. She helps businesses grow by improving their marketing, communication, and people. She offers a free no-strings-attached opportunity analysis consultation to help you uncover your hidden marketing assets. Read her Business Growth Tips blog at http://bizgro.blogspot.com She invites your comments at beth.agnew@gmail.com.
Hidden Marketing Assets
