Why run in your race?
Here's an exerpt from a newsletter by Ron Rosenberg, a business and not-for-profit marketer. His comments were so similar to our postings about the importance of producing a unique event that we wanted to share them with you.
Whenever the word "company" appears below, replace it with "event" or "race." Use "registrants" or "runners" instead of "customers." You'll find that these comments apply to your efforts as well as to the businesses being discussed.
Why are you in business?
I know that's kind of a harsh question, but answering it is absolutely central to your company's long-term success. Have you ever walked into a business and said to yourself, "This place won't be here in six months," and when you come back six months later, it's gone?
It happens all the time.
The only reason you should be in business - whatever type of business - is to offer something special to your customers, members, or clients. Something unique. Something uncommon. Something that helps you stand out from everyone else in your market.
This "something special" is your Unique Selling Proposition, and it can be on an almost infinite number of characteristics including location, market segment, process, customer need, support, or guarantees.
But it has to be based on something. You have to be able to communicate it clearly, concisely, and consistently. If you're not sure where to start, try answering these four questions:
1. What's different about what you provide or how you provide it that sets you apart from your competition?
2. If you closed up shop tomorrow what impact would it have on your customers' lives?
3. What could you tell prospective customers that would cause them to drop everything and come see you right away?
4. Why should prospective customers select you versus all the other options they have?
The answers to these questions will help you define a clear and compelling USP that you can use as a foundation for staking out and owning your market.
Get free weekly business growth tips at www.RonsBusinessCoaching.com or for more information on speaking and coaching programs contact Ron at 800-260-0662 or info@qualitytalk.com