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The Simplest And Easiest Way To Position Your Business Ahead Of The Competition!
Article Description:
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The power of branding in marketing campaigns
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401 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-09-21 10:48:00
Written By: Dan Lok
Copyright: 2006
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The Simplest And Easiest Way To Position Your Business Ahead Of The Competition!
Copyright � 2006 Dan Lok
Quick Turn Marketing International, Ltd.
http://www.WebsiteConversionExpert.com
Here's a short marketing quiz that's a real eye-opener. Answer
the following three questions-the first answer that pops into
your head.
1. Name a brand of blue jeans.
2. Name a hamburger fast food restaurant.
3. Name a car rental company.
Are you done? Here's what I think you answered:
1. Levi's
2. McDonald's
3. Hertz
Can I read your mind?
Am I a psychic?
Well, sorry to disappoint you - but I'm not.
I'm just demonstrating the power of the marketing strategy I'm
about to reveal.
take a moment to imagine what kind of success your business would
have if your product or service were similarly imprinted into
your customers' minds.
Each of these brands and businesses "owns" a unique position in
your mind. They mean something special to you.
I can almost hear you protesting, "But Dan, those companies spent
millions of dollars to position themselves. I don't have a
million-dollar marketing budget! How can I position my business,
in my customers' minds, with little or no marketing budget to
work with?"
The answer is to create a Unique Selling Proposition (USP).
The concept "USP" is the brainchild of Rosser Reeves, once the
chairman and chief copywriter of the Ted Bates & Co. advertising
agency. In the 1950s, their advertising agency single-handedly
set the stage for creative television commercials, something that
had never been done before.
Reeves was an outspoken and larger than life character with a
passion for advertising. One of the reasons the company soared
was because of his USP theory.
His definition of what makes a USP holds true today:
* All advertising must make a proposition to the customer: Buy
this, and you will receive a specified benefit.
* The proposition must be unique; something competitors cannot
claim, or have not chosen to emphasize in their promotions.
* The proposition must be so compelling that it motivates
millions of people to act.
A USP is not just a slogan or a phrase that will appear in your
advertising, although that's one potential use for it.
A USP is a concise and memorable phrase that answers your
prospects' implicit question: "Why should I choose your
business, product, or service versus any other?"
You may have a hot product or service, but if you cannot
powerfully describe its unique value to your prospects (and
create some excitement among potential buyers), you may not truly
have a basis for long-term success.
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A former college dropout, Dan Lok transformed himself from a
grocery bagger in a local supermarket to a multi-millionaire.
Today, Dan is one of the most sought-after business mentors
on the Web, as well as a best-selling author. His reputation
includes his title as the World's #1 Website Conversion Expert.
To find out what Dan is up to now, visit him at:
http://www.WebsiteConversionExpert.com
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