* Great Customer Service - This is stated everywhere, making it tough for consumer to know what is reality. It is hard to judge until you are a customer. It would be more valuable to offer testimonials of Great Customer Satisfaction. Not Customer Service, but Customer Satisfaction. There is a big difference here. So we DO want to take some of our really satisfied customers and put together, or request their testimonials. This is much more powerful than words or promise of "Great Customer Service". So we will use this, but focusing on satisfaction with testimonials in our advertising pieces and website, etc.

* A Contest/Promotion - This covers a broad area, but can be extremely successful when implemented and marketed properly, so be creative and if possible, develop one for your business, product or service. After our discussions, and research, we have begun developing this idea. Example: Every time you buy from us, you get another chance at winning "Free Toner for a Year". I know you're saying... free toner for a year - what are you crazy? Bear with me on this... first of all, most of their customers use 4 to 6 toners in normal use in one year (In our contest, we can actually cap that in our rules, i.e., "Not to exceed 6 cartridges". So we associate our costs to that, which does not make this a cost prohibitive program at all, depending upon program success. Again, mileage and customers we gain from our contest is potentially huge, and if it works well, we continue it... at a maximum cost of 6 toners per year for a Grand Prize.

* Free Gifts - Don't discount this one, many people grab hold of these 'offers' to feel like they are making out. All else being same, customer does get something for nothing. Now, if item truly has no value, then customer has little to no interest. And, it actually 'cheapens' image of your firm (be careful). We decided with our products and business customer profile, this would not work for this business. But it could work for you or your products.

* Referral Programs - Another potential attraction (savings) for your customer. I say potential because this type of referral program, like price, should not be only USP. When used in conjunction with others, this can steadily grow your business (sales) as well. You need to develop a program that somehow rewards referrals. For example, it can be something simple like "Refer a customer to our business and when we ship their order you will receive or accrue credits, dollars, points, or 5% off your next order". Get idea? The key is to make it of value, and still keep it cost effective.

* Reminders - This was it! The big one, it was unique, it has great value to customer, and it reinforces our Customer Satisfaction! This was also laughed at when first mentioned.

So? What was plan? We acquire a software program that can be set to automatically e-mail each customer based on their own usage when their toner and supplies were potentially running low (i.e., 30 or 90 days or any date we choose. Once set-up it is all automated (cost effective)! It also gave us their e-mail address (important anytime) and with our reminders we could include any special or seasonal offers that might further attract more sales.

So, what did this company find?

In a nutshell - Their products are priced well to compete. In this case, we discarded free shipping as not really cost effective. We stressed Satisfied Customers in all of our marketing materials with testimonials and real-life examples. We are also developing a contest to further set us apart from our competitors. We could not find a free gift we thought would add any value to customer (but continue to look). They are considering a Referral Program as well. The real USP in combination with others was our unique E-mail Reminder System. At that time, no other competitor was offering anything like this! This IS a Unique Selling Proposition and was perfect for our example. Put all these together, and this company has numerous 'edges' on their competition. Once customers are aware of these differences that set you apart from all rest - growth is almost certain! That company is in a much better position to 'own' their market online, or at a minimum increase their market share.

The more you get word out, more you're sure to benefit from these type ideas.

I understand this was a pretty broad example but you should get idea.

You won't always come up with an idea that no competitor has or offers, but if only 3-6 competitors offer that same USP, you are still in top tier of your competition instead of lost somewhere un-noticed while buyers continue to purchase through your competition. You decide.

Use this article for your training, website, or newsletter by simply adding following footer;

Written by and Copyright © 2003 www.hyperformancemedia.com

Scott is the Founder and Sr. Project Manager for Hyperformance Media.com, a Technology Marketing Company serving online businesses since 1996. His 23+ years of experience in the computer industry will help you succeed. Their website offers free education & resources that will assist any business in successfully & ethically marketing their company online.

7. Premiums still work online. Maybe even better. You have opportunity online to animate your premiums in action or even make them interactive. Try this out and see how it effects your results.

8. Sweepstakes work great online. This is because it is usually much easier for prospect to quickly fill out their information on an online form than to fill out a paper-based form and then have to mail it.

9. Avoid word FREE in subject line. FREE is too blatantly promotional a word for people to bother opening your e-mail. Besides that, many online users now employ "spam filters" which work to screen out unwanted mail. FREE is often a word that these filters pick up and then they'll delete your message before it ever reaches prospect's inbox.

10. A headline is a headline is a headline. Start your email off with one that will draw your reader into package. Try to make it different from your SUBJECT line. Your best benefit up front usually does trick. Injecting a news feel and some self-interest doesn't hurt either.

11. ALWAYS include an opt-out statement! The only thing more powerful than good will towards your company is ill will. Don't make any prospect feel like they've been spammed. Include an un-subscribe or remove statement at end of your e-mail.

"We here at ABC Company respect your online privacy. If you received this message in error or simply do not wish to receive further e-mails from us, please reply to this e-mail and type REMOVE in subject line."

12. For once, shorter is better. In TDM, we all know that long copy generally works better. But in IDM, brevity is key. If some of your prospects require more information before they make a purchasing decision, include a click-through to an expanded version of your e-mail.

13. Remember in IDM, you can use viral marketing techniques. This is not possible with TDM as you cannot tell a prospect to make 10 copies of your message and then pass them on to neighbors and friends. But in IDM, make sure prospect understands that your fantastic deal is not exclusive to them. They should pass on this message to others they think would be interested.

14. Online users prefer free trials or bill me later offers to money-back guarantees. While online transactions are rising every day. Some prospects are still wary about sending their credit card info over internet. They would much rather just send their shipping info. Try product for a while. And then choose their payment option when time comes.