Page 24 - 101 Ways to Market Your Business

GETTING STARTED

tive world of freight. They decided that they needed a
policy or a statement to explain why people should use
their impressive range of freight services, which were basi-
cally the same as every other freight courier in the USA.

The advertising agency came up with the slogan, ‘If it
absolutely, positively has to be there overnight use Federal
Express’. A large campaign was launched to promote this
new company slogan and the rest is history. Federal Express
has grown to become one of the largest freight companies
in the world. The main reason attributed to the success
of this slogan is the fact that it identified what makes
Federal Express different from their numerous competitors
by stating that if it really needs to get there you had better
use Federal Express. It implies that if your package really
has to get where it is going by tomorrow, Federal Express
are the only ones that can get it there.

Some of the most effective words to use when trying to
come up with one simple slogan that will differentiate your
business from your competitors are the biggest, the largest,
the longest established, the freshest, the best, the most,
guaranteed, the perfect, the finest, the leading, the right, the
highest and the foremost.

The one thing that is certain in business is that com-
petition will continue to increase. There will be more
people trying to sell similar items to the same number of
people. For this reason it is important to identify what
makes your business different to and, ultimately, better than
your competitors.

How much money do you need to spend
on marketing?

Finding the money to market and advertise a business is
often not easy. When times are tough people tend to cut

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