The key to a great marketing campaign starts with under- standing how
needs of your prospect relate to your product or service. It's basic, but most business owners never consider thought. Until you know what they need and determine how you can satisfy those needs, you can't really plan a meaningful campaign.Get a pen and paper out and ask yourself these questions:
· If I were a prospect getting solicited by my company, what would it take to get my attention? · What promise would I want fulfilled? · What needs would I want to have met?
Now ask yourself:
· What needs and desires are my competitors not fulfilling?
The best way to find out where you need most work is to list all needs and desires your competitors are already fulfilling. Maybe you are fulfilling these desires too, but is it possible that you could articulate it better than they can? Sure!
A good USP (unique selling proposition) is one that fulfills a void in marketplace. It is communicated clearly and concisely so that your prospects "get it."
It's also known as your "big promise." So, it's important that not only do you communicate it in everything you do and say... but that you standby it - always!
To formulate your marketing campaign, along with lines of your USP, I suggest asking yourself following questions.
