Why Should Customers Do Business With YOU?

I am constantly amused when I attend networking groups and listen to business owners introduce themselves. I am also amazed to see so many ads fail to demonstrate any reason whatsoever to choose their company over another.



Why
Should Customers Do Business With YOU?

by
Howard Partridge
May
19, 2003


Greetings!

I am constantly amused when I attend networking
groups and listen to business owners introduce themselves.
I am also amazed to see so many ads fail to demonstrate
any reason whatsoever to choose their company over
another.


Differentiate

The reason I am amused and amazed is because
as a marketing practitioner, I know that each
one of those people introducing themselves
are wasting their time. Those that have placed
the ads are wasting their money. I guess I
should be saddened. The reason that they are
wasting their time and money is because they
are spending a tremendous amount of both resources
to say "I am no different than any other business
in my industry". In other words, a CPA introduces
herself and says "Hi, I''m Sue Smith, CPA
and I do taxes". Duh! Don't all CPA's do taxes??
Tell me why I should do business with you
rather than another CPA. In particular the
one that I am likely to be using.

A company places and ad. They list their
name, phone number, and a list of services.
No obvious reason to do business with that
company over another is communicated. The
ad looks just like everyone elses. In order
to get more of the types of customers you
are looking for, you must communicate attractive
reasons to do business with you and no one
else. You must "differentiate" yourself from
the rest.

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Living by the economy?

I guess the reason that I am amused is because
many business owners I meet are ignorant about
marketing and so egotistical that they will
not listen to any advice whatsoever. They
just put their head in the sand a little further.
I think most business owners suffer from the
fear of success and survive by accident. They

somehow get by just because there is enough
work to go around for everyone.

In an economy where many businesses are doing
less volume than pre-911, some business owners
are waking up to smell the coffee. They are
beginning to realize that they must do something
different to get better results. Our company
continues to grow every year despite the economy.
Why? Because we were working on positioning
our company as the highest priced company
all along. We are proactive, not reactive.
I applaud you for taking the time to work
"on" your business. You will reap the rewards.

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Your USP

The first step in your marketing plan is
to develop your "USP" or "Unique Selling Proposition".
The owner of one of the largest advertising
agencies in the world coined the term USP
to describe a company's most powerful benefits
in one statement.

Think about your client and your service.
What are they really buying? Why should they
buy from you rather than someone else? For
example, our USP is "The Most Oustanding Service
Experience Ever, Guaranteed!". In other words,
if a client does not get the most outstanding
service experience they have ever recieved
from any company, we don't deserve to be paid.
What sets you apart? The highest quality cleaning
at an affordable rate? The friendliest service
ever? Make a list of your most attractive
benefits (attractive to your client, not you),
and develop the most powerful USP you can
think of.

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Once you have done that, you will be able to develop
headlines, and a list of unique benefits to go with
it. You will now have something better to say and
advertise.

Sincerely,

Howard Partridge
Phenomenal Products, Inc.


email: cawhp@msn.com
voice: 281-634-0404
web: http://www.phenomenalproducts.com

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