Starting a home based business can seem like a trip to Mount Everest. This is especially true when it comes to figuring out effective ways to market your fledgling enterprise. With only a shoestring budget to work with, you're probably hesitant to gamble and waste money on expensive marketing campaigns. Online marketing, while sometimes being hard to understand and implement is the most cost-effective system currently available. So you have wisely chosen to focus on an Internet-based marketing campaign. However, you still need to develop your Unique Selling Proposition for real success from your marketing efforts.
Regardless of the type of media you choose to market your business developing a strong USP is critical for your business. Determining a Unique Selling Proposition (USP) is the key ingredient in getting noticed by your target audience. The Unique Selling Proposition, a marketing concept that dates back to the 1940's, is now a worldwide term for setting your business apart from others.
Sadly, many home-based business owners don't know how to determine their unique selling point. It's like being unaware of your identity. Establishing a USP is the focal point around which the success of your company and the sale of your products and services are built. That is why it must be stated clearly, delivered honestly and fulfilled honorably and effectively. It's always stated in terms of the benefit it delivers to your customers. In addition, positioning is a perceptual condition. It's a way of having your product fit into the marketplace in a way that your audience will accept on all levels.
Since anybody can make a Unique Selling Proposition, when can we say that a USP is actually effective? Simple, it's when your business is the first in line in the minds of potential customers when they need the type of product or service you sell. That means that your product or service is being noticed and remembered the way you want it to be. That's why as a business owner, it's important to make sure that your USP really represents you, your business and your goals. Being positioned by someone else restricts your choices and limits your opportunities.
A good USP (or tag line as some people call it) sets your product apart from others in the market. It must create an impression of both directly and indirectly answering the question: what makes my product different and more desirable from others? It also has to be accepted by your prospect as being credible. Get rid of generic statements like "we are the best... we are number one." Saying you're number one would require strong statistics to prove the point and is a cliché. You don't want to get put in a position where you can't back up your claims and have to back track on your USP and lose all credibility.
Aside from being catchy, a USP must be memorable and thought-provoking, if possible. Dominos Pizza came up with a USP that turned a struggling pizza shop into a huge global enterprise. That USP was - Fresh, Hot Pizza in 30 Minutes or It's Free. It worked because the owner clearly understood the market, they were serving: college kids who wanted pizza fast because they had the munchies, taste was not a factor. Short as it is, it shows the seriousness of the business in its goal. In addition, it is also clever for it presents a good impression and a win-win situation for both client and business owner.
Some other common examples of propositions are the following:
· Fast, no-hassle service
· Step-by-step help
· "XX" in a box (i.e. all the work is done for you)
· Fresh, not frozen, processed, etc.
· Pay for results only.
· Eco-friendly
· Money-back guarantee
Notice that the above propositions are clear enough, attainable and not pretentious. You may use them in your own business. But again, clients go for those that get their attention. So figure out who your target market is, what aspects of what you have to offer might be most important to them and start thinking of quality Unique Selling Propositions that will represent your business well.
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