Make sure your web site content clearly explains what you do. Provide free Special Reports so prospects can learn more.

Conduct free seminars or teleseminars, or provide consultations so prospects can meet you and hear more about how your product or service can help them.

Your marketing goal should be to get as much educational information out to your prospects as possible. Once they begin to understand what you do, they will be more open to your product or service.

They'll also appreciate all information you've provided. And, you will have earned their trust. People tend to do business with those they know and trust, or those who help them. So odds are if they are in market for a product or service in your category you'll be one to get their business.

(C) 2005 Debbie LaChusa

The idea will be communicated, but you will very likely use different words in your actual marketing materials. For 10stepmarketing, my single message is "If you can answer 10 questions, you can successfully market your business." (In my case, I turned my single message into a tagline because it was succinct, it communicated exactly what I wanted, and frankly, it just WORKED!)

Tagline

Your tagline is an actual line of marketing copy you write to sum up what you do, or what you want your prospects to know about your product or service, or a key benefit they will reap if they purchase. You will draw on your USP and your Single Message to help you craft your tagline.

This is only one of all three (USP, Single Message, Tagline) your prospects will see exactly as you have written it in your marketing plan. As stated above, my tagline for 10stepmarketing came directly from my single message. This is not usually case, but it just happened to work out that way.

You may have same situation. Your USP or your Single Message may be so spot-on you choose to use it as your tagline. As long as your tagline communicates a customer-focused message that's great.

Always ask yourself question "What's so great about that?" when you are thinking of putting a tagline or any other message or copy in front of your prospects. If "what's so great" is obvious, your copy or tagline is probably already very customer-focused.

If you can further drill down to a more specific customer benefit when asking this question, then you are still in business-owner "feature-land" and you will want to keep asking "What's so great about that?" until you can't drill down any further.

(C) 2005 Debbie LaChusa