Page 26 - My Marketing Sucks Book

company has given off the higher confidence meter right now?

Your Unfair Advantage #2:

Find Out What Your Customers Want.

Then Give It To Them!

Some businesses are commodities, some are service and some are a
combination. In our fence buying example, price is NOT the top reason you pick
one company over another. You are also buying the service, installation process
and warranty. Information, samples and proof of results will not only boost the
Confidence Meter, but will with shorten the amount of time it takes someone to

choose one firm over another (this is called the Buying Cycle).

Think of it this way…

When people are ‘shopping around’, they’re in the process of elimination - not
selection. It’s important to know this so you can make sure your company is NOT
one of those eliminated.

Make sure you're better than your competition at the First Point of Contact,

whether that be online, over the phone or if they walk through your front door.

Keep that in mind and you’re halfway to winning the business.

Chapter 3. Finding Your Unique Selling Points (Then Use Them

Everywhere!)

The concept of a Unique Selling Proposition or otherwise known as USP (Unique
Selling Points) was developed back in the 1940’s. USP’s represent those features
and details that a business has that makes it different (and/or better) than their

competition.
Your USP’s, when properly communicated, will help you differentiate and

separate your business or service as distinctive. Generally, it will convey your