It is not enough to have a good product, service or idea. You must have a better product or reason for people to buy your product. We call this Marketing Distinction. A compelling reason to use your product and not the competitors. A strong USP (unique selling proposition). If you think of solid companies, they often have a unique distinction in the marketplace that sets them a part from the competition, or makes them very memorable. Remember these companies: Hertz. We are number 1.Avis. We try harder.Pepsi. The choice of a new generation.Pizza Pizza. 30 minutes or it is free.Nordstrom’s. No questions asked return guarantee.Coors. Mountain fresh. Marketing distinction is usually, a key reason folks want to use your service. It might be: 24 hour customer service (and your competitor has 12 hours of [...]
A good idea to begin is to look for successful businesses in your area of expertise, and duplicate their successful market distinction. What is working in the market? What do you like in a service? What else would make it easier, cheaper, and more desirable? What would make you try the service or put your fears to rest? What would make you unique, different, or better than the rest? Perhaps: We will not be under sold.We are the most expensive and here is why…Quality and serviceInstantly available on line.10 year warranty. The best in the industry.Always in stock for your access.90 day no questions, 100% money back guarantee.We only use, the 10% of the….. What is your market distinction? Your USP? Make it clear and to the point. Don’t try to be all things to all people. Focus on one [...]
