Do you ever wish you could just start the whole thing – your business, your career or your life – over? You know, a do-over.
I have a better solution for you, at least as it relates to your business (may also apply to career or life). I believe that you can have a business do-over even while running it. In fact, I think that doing the do-over while running it is better than dissolving the whole thing and starting over.
Where do you start? Simple. Start with your Unique Positioning Statement (USP) or the core narrative of your business.
There is a catch, however. You will find that writing the USP for your business is one of the hardest things you will ever do. And get this: Rewriting your USP is even harder. I am not trying to discourage you! Just pointing out where most businesses go wrong in developing their narratives. They expect to whip one out in a staff meeting, a half-day workshop or a two-day seminar.
In my experience, working on the USP is a life-long process that takes quite a bit of mental effort and time – at least at the beginning – and then a regular gut-check with it. This does not have to be a bad news, however. In fact, I think it’s the good news. Why? Because when we do it right, it unleashes tremendous amount of locked up energies that can be used to build our business and manage our life. No more having to attend those motivational seminars! When we get this process right, it becomes one of the biggest sources of motivation and inspiration for us and for the people in our business.
The question then is: Why don’t we do it? A simple reason: We have lost confidence in ourselves. You see, in the end, developing a liberating, cathartic, stimulating USP is not about your business, your clients or your products and services. It’s about You – individually and collectively! That’s what I talk about in the following article.
>> Read more: Unique Selling Proposition: It Is About You!
Do you ever get potential clients who negotiate the price you ask for your products and services?
There are two main strategies to deal with price objections or price pressures: 1) Deal with them when they happen in the field during a sales meeting (corrective strategy) and 2) Prevent it from happening in the first place (preventive strategy) so that pricing is a non-issue from the get-go. They both have their place. However, I personally like the second strategy of preventing price objections from happening in the first place. In fact, I believe the best way to deal with price pressures is to psychologically prepare your prospective clients long before they contact you.
The key to the preventive strategy is the idea of being meaningfully different from your competition. In the following article, I present some strategies and ideas to help you figure out a meaningful difference between your offerings and your competitors’.
>> Read Here: Unique Selling Proposition: What Makes You Different?
The bad news today is that people see thousands upon thousands of marketing messages a day. The good news is that there is one thing that has not changed through the last decade of change: People are obsessed with one subject that occupies them almost full-time. That subject is “Me!”
That’s why, it’s important that businesses take the pains to communicate to their marketplace the one thing that their prospects are looking for: What’s In It For Me (WIIFM)?
As social media becomes an important force in marketing our businesses, it becomes even more important to pay attention to the basic principles of creating a compelling message.
A study done in the mid-1990’s by Eureka Ranch, a marketing communication firm, revealed that an average person in the United States is exposed to 3000 marketing and sales messages a day! But that was before facebook, twitter, pinterest and a hundred other social media platforms became mainstream.
How many messages do we get exposed to everyday today? It’s anybody’s guess, but it’s safe to assume that it’s at least a few thousand and possible many times more.
What does this mean to a mid- and small-size business trying to get its message out and get some attention in the noisy marketplace? It means that they need to be super-smart in communicating the right message, to the right audience to get their attention.
Creating a compelling Unique Selling Proposition (USP) is more important than ever in the post-social media marketplace. But It’s even more important to communicate the WIIFM component to the marketplace.
In the following article, I share some strategies and examples of a strong USP with a compelling WIIFM (What’s In It For Me?).
Read here: Unique Selling Proposition: What’s In It For Me? (WIIFM)
One of the most deceptive questions you can ask a Business President, especially for someone who has been in business for a long time, is: What Business are You In?
It’s one of the most puzzling paradoxes I have seen in my work with mid- and small-size businesses. The longer they have been in business, the more they think they know the answer and the more difficult it is for them to formulate a simple, coherent response. The result is that their businesses suffer with dissipated energies, scattered strategies and diffused efforts.
The fact is, the longer a business is around, the more important it is for its leaders to revisit this question, over and over again. The article I am sharing here is meant to help business people come in touch with an answer to this simple question.
>> Read it here: Unique Selling Proposition (What Business Are You In?)
We all have blind-spots in our professions. You know, the stuff that we should know but we don’t and it ends up “getting” us when we are least expecting.
In my work with mid- and small-size businesses, I have noticed that most business owners and leaders also have their blind-spots. If I were to pick the one that’s most dangerous, it would be the fact that they give so very little attention to their Unique Selling Proposition or USP.
A strong USP goes far beyond affecting the marketing and sales results of a business. A compelling USP has the ability to transform an organization from the inside-out. It can transform its sales and marketing results, of course, but also bring its various departments on the same wavelength and affect its morale, teamwork and communication.
A weak USP, on the other hand, scatters a business’ energies and dilutes the effectiveness of its efforts.
This subject is important enough, I believe, that I am writing a series of articles meant to serve as a step-by-step guide. The first article in this series helps you clarify if you need to have a strong USP and offers 4 questions you can ask yourself and your team for crafting a compelling USP.
>> Read it here: Unique Selling Proposition (Why Have It and How to Craft It)