Really...what does make your business different? If someone would ask you why they should shop with you instead of XYZ store...what would you say? A typical answer from most biz owners might be, "Our customer service is better or the best prices"....blah, blah, blah! Absolutely everyone says that...its time to come up with something better for sure!
Here is where a carefully crafted USP (Unique Selling Proposition) comes in handy. Whats a USP you might ask? SIMPLE...its a short sentence to short paragraph statement of what truly separates you from your competition. Consider this for a minute...what one thing do you do, qualification do you have or line do you offer in your business that no other competitor in your area does? For example...my jewelry store's USP is:
The Gold Mine Fine Jewelry & Gifts is the only award winning Unifour area jewelry store that is owned & operated by a Registered Gemologist Appraiser, assuring the customer of trusted, one of a kind jewelry & services!
Since I was the only RGA (Registered Gemologist Appraiser) in my area, I turned this into a benefit of confidence with customers. Here is how you might start to develop your USP
(Insert Business Name) is the only store that offers (insert your offer) assuring the customer of (insert blank)
Once you have developed your USP...start infusing it in everything you do...yes, every radio/newspaper ad, direct mail piece, email, etc. Before long, you'll notice a difference, trust me...I have! You'll be the expert in your area on whatever you decide your USP to be.
Now remember, when someone asks you what it is that you do...quote your USP...and make it memorable!
"Til Next Time,
Warren Marketing Systems
P.S. - now get to work on it...your USP is vitally important to your business!
Thursday, February 18, 2010
Tuesday, February 16, 2010
Thanks for stopping by my first blog post under the "Warren Marketing Systems" banner! In the coming weeks, you'll discover valuable marketing info that will turn your retail operation into a lean mean marketing machine! Many fellow retailers have called my concepts "Eye Opening"....perhaps in the days to come, you'll consider me your best friend in marketing.
For today and our start, consider this simple technique that surprisingly enough...many retailers don't employ! What is it? Starting now...collect the following information from each & every client who comes in your store:
- Customer's Full Name & Address, Telephone# As Well As Spouse's Name
- Birthday & Anniversary
- Email Address...(C'mon..it is the 21st Century!)
- Advanced Options might be preferences of items, color, etc.
Start with this information RIGHT NOW! Please don't feel bad about asking for it either...trust me...customers are used to giving this type of info to retailers...remember the last time you went to Radio Shack?
Here's how you might ask for this info:
- Mr. / Ms. Customer, may I add your info to my list so I may keep you informed of our store's specials?
- May I add your info to my database so I may send you a Gift Card on your birthday or anniversary? Who would turn this down?
- If someone should turn you down, don't feel bad, just politely respect their wishes and say "Thank You".
In days to come, I'll show you how to explode your operation's traffic flow and cash flow by using the above information. I also ask that you either "Bookmark" this site or add it to your "Favorite Links". You may also hit the "Subscribe" link to get this info in a RSS feed.
I look forward to helping you grow your business in the days to come. Please feel free to leave any comments or contact me for help in your operation.
Bill Warren - Warren Marketing Systems
545 Main St.
Hudson, NC 28638