If a prospective customer
were to ask you the question, "Why should I buy from you?" ... how would you answer? Would you say ...
We have the best customer service around.
Our products are made from the highest quality.
We have the best guarantee you'll find anywhere.
Our prices are the lowest in town.
I certainly hope not! Why? Because you have not answered the customer's question.
Think about it. What business owner would not
say the same thing about his/her company? Don't we
all feel that we offer the best service, the best prices,
the best quality, etc., etc.?
In other words, you have not given your prospects
a reason to favor your services or product over the
business down the street (or at another website). You have
not clearly defined what sets you apart from the competition.
To experience growth and prosperity in your
business, it's essential that you clearly communicate
what you can do for your prospective customers that other
people cannot. Probably more than anything else, identifying
and promoting your USP (Unique Selling Point) is what
will increase your profits.
The best way to determine your USP is to take
a hard look at your business. Focus on a specific aspect that
will make you stand out from the crowd. One thing to always
keep in mind is that people are looking for the answer to
the WIIFM question: "What's In It For Me?" Think
about what you do or sell that will cut through problems,
reduce rejection, eliminate barriers, etc.
By promoting your USP you are giving prospects
a reason to like and trust you. You are helping them to think
of you first. You are telling them what makes YOU so
special.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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