Being a business growth strategist who has worked primarily with smaller than average mid-sized businesses, one problem I often hear from company owners is, “What’s the fastest way to grow my company? ”
There are multiple points business owners can do to reasonably (and quite immediately) find an increase in gross revenue. Many selections are merely a “band-aid” solution. But, a few strategic improvements can truly transform a profitable business from the inside out. It’s the type of transformation that makes future advertising and marketing so much easier.
We all have confined time and resources, so I make an effort to make sure that business owners obtain the maximum bang for their buck… for a similar investment of time, emotion along money.
So, where could a business owner invest their promoting time and energy to get the greatest impression? What’s an inexpensive, yet highly effective, way to grow your business?
One strategy that typically produces the highest return on investment is simply to consider control of your marketing information.
This seems pretty fundamental and self-explanatory, but a lot of business owners misfire at this stage… and the negative results may cause marketing headaches for the living of the business.
Before all of us break down the steps of coping with your marketing message, a few define “marketing message. inch
What is a “Marketing Message”?
An advertising message is a message or even “point” you are communicating (or trying to communicate) in your advertising, advertising and sales. That information is the essence of you… and what you’re all about… like a business.
All it takes can be a discerning look at the advertising and marketing of the local business to identify in which business’ marketing message.
Regretfully, what most local companies communicate in their “marketing message” is, “Hey, we’re from the XYZ business (restaurant, dry out cleaners, etc … ) as well as here’s our address! inch The message is simply, “WE EXIST! ”
Nearby, believe me, pick up your local newspaper or magazine and appear closely at the advertising. The normal ad identifies the type of industry/business and includes a tackle and a phone number… not much otherwise.
The marketing message which such an ad conveys is actually, “We are ‘a’ eating place and there’s nothing special which differentiates us from every other restaurant. ” Not very fascinating, engaging, or memorable.
Okay, so we’ve defined the advertising message.
Now how do you manage it?
The two high-impact actions to taking control of your advertising message are 1) making a Unique Selling Proposition (USP) and 2) integrating into which USP throughout all of your promoting channels.
To Take Control of Your own personal Marketing Message:
Step 1: Identify Your Unique Selling Proposition (USP)
The first step in taking control of your own personal marketing message is to evidently articulate for your target market just what exactly makes your business different/unique along with why they should do business with anyone (rather than doing business with one among your competitors).
To neglect this fundamental marketing action (as most local companies do) is to leave it towards your prospects and customers to think of their own definition of what your organization is all about. They are left for you to categorize your business in any way they desire, and their perceptions may or may not be relying on reality. Your marketing is actually in their hands.
And, for your target market, you’ll likely continue being “a” restaurant (or “a” dry cleaners, doctor, law firm, etc … )… instead of “The only restaurant in the Cleveland area that serves totally organic foods, that has obtained the Governor’s Award with regard to Green Cooking five many years in a row, and that provides 10% of all profits in order to local organic farmers. inch
Do you see the difference? Right now THAT’S a message you can happily communicate to the world! It can descriptive and memorable.
Would you see the danger in not really taking control of this power as well as a crucial step?
If your eating place can actually brag about maybe… and you don’t find a way in order to clearly incorporate those boasting points into your marketing information… you’re leaving money shared every single day. And, I can assure your marketing is much less reliable than it could (and should) be. Thus, you’re at the same time leaving money on the table ALONG WITH flushing advertising/marketing dollars along the drain.
Perhaps which resonates with you.
If so, there is certainly hope!
To begin the process of dealing with your marketing message: 1) figure out what makes your business exclusive and 2) provide an obvious answer as to why your customers ought to do business with you. The purpose is usually to identify your bragging details.
Once you’ve done that, placed those bragging points in a high-impact statement of three months words or less. Help it become memorable.
Now you’ve got a USP! You’ve got the cornerstone within your marketing efforts.
You’ve fixed yourself apart from your competitors.
At this point, you’re taking control of your promoting message and no longer handing out that power and command to others.
However, if you do not use your newly-created USP efficiently, there’s not much sense within having one.
That’s why Step two is absolutely essential!
Step 2: Incorporate Your Unique Selling Proposition into ALL of Your Marketing Channels
This is when all of the hard work of step one pays off! This is where you get full control of your advertising message and begin to see real-world results.
In step 1, a person created a high-impact USP that articulates clearly what makes a person unique and makes it crystal clear to your customers why they ought to do business with you.
It’s time for you to shout that message through the rooftops.
Step 2 is to incorporate and use that information in ALL of your marketing (business cards, banners/signs, website, and so on.. ) and advertising.
The actual goal is to constantly open your target market to your advertising and marketing message (the message you now control). Prospects in addition to customers need constant ticklers.
It’s time for you to take control!
That one-two punch of dealing with your marketing message is relatively cheap and highly effective. It’s the finest place to start if you’ve got limited information because it impacts every aspect of your personal marketing for the life of your business.
It sure may seem like something each and every business will naturally do. But, it’ll only take a quick glance at the advertising compared to most local businesses to see the way rarely it’s actually utilized.
Therefore, what are you waiting for? You now know how to improve your business. Create your USP you need to use it everywhere!