If your business used direct marketing to sell
its products or services, you need to start your marketing process with
a unique selling proposition or USP. Your USP is the bedrock of your
entire marketing campaign and without it your advertising will appear
scattered and your customers won't see the big picture. Read on to find
out how you can incorporate a unique selling proposition into your
direct marketing business.
When you create a
marketing campaign
without a USP, it's like driving across country without a map to a
place you have never been. Sure you know the general direction you want
to head, but if you don't have written instructions to yourself, you
will go through a lot of trial and error before you get there. A unique
selling proposition is exactly what you need to get there.
Your
USP is a statement that explains to your customers exactly what you are
going to do for them. It also explains how you will solve their problem
and how you are different than anyone else in your industry. It tells
your customers why they should buy from your versus every other
available choice out there. The USP will also build trust.
As you
incorporate your unique selling proposition into your business, you
will be able to show your customer that they can expect the same
treatment over and over again. The customer will come to recognize your
USP in the appearance of all of the direct marketing material that you
send out. From you letter head, to your business cards, to your sales
letters, your unique selling proposition will permeate all aspects of
your direct marketing business.
When you start to send
out your
direct marketing advertising, whether it's through the mail or on the
internet, as long as all of your sales material stays in the same
guideline of the USP, your customers will come to understand that your
business really stands for what you say it does. A prospect may get a
letter in the mail for a new product that you offer. The way you
suggest that product to the customer will all be based upon your USP.
The
customer can read this statement at the top of the sales letter or
somewhere in the copy and will understand exactly how you will treat
him if he decides to do business with you sometime in the future. The
unique selling proposition is critical to the success of your direct
marketing business. Once properly imlimented, it can be a tool that
will act as a magnet for customers, bringing you more business than you
ever thought possible.
