If you have a direct mail business, many of
us are guilty of the shotgun approach, sending out any product that may
interest our customers. With the proper implementation of a Unique
Selling Proposition (USP) you will be able to focus your business on
providing exactly what your customers want. Read on to find out more.
With
your USP, you will be able to tell your customers exactly what your
business stands for. They will be able to know exactly how your
business is going to solve their problem and it will guide your
decisions as to what products you will market to your customers.
The
unique selling proposition is statement that tells your customers
exactly how they will be treated and it will tell them exactly what you
are going to do for them differently than any other business. You can
integrate your USP into your entire business, permeating every aspect
with the things that you will offer your customers, from the way you
answer your phones, to the way you handle customer service, to the
products that you introduce. If an item does not fit into the model of
your corporate unique selling proposition then it gets skipped.
You
USP is more than just a sentence that you print on a business card. It
should be a way of life for your direct marketing business. Each time
you interact with a customer, even in print, you will need to make sure
that your entire marketing package lines up with your USP. It's all
about consistency. If the customer knows that they will get the same
experience, quality, treatment, products, price, etc. every time they
do business with you, you can create customers for years. Your
unique
selling proposition is a tool and it's also the first building block,
the foundation, of every good marketing plan. Don't let your direct
marketing business go without one, or you could end up floundering in a
sea of mismatched products and ideas, chasing customers away without
knowing it.
