Platform Building: Coaching Call with Pam Perry
Why WHAT You Say When Someone Comes to Your Site Can increase Your Sales and Profits (www.pamperrypr.com)
One of the great things about having a website is giving people who want to find out about your business a place to ‘visit’ when they are online. When prospects and existing customers can find out about you and what you have to offer, when they can come to your location and see what specials are available, it is bound to increase foot traffic and telephone calls even in today’s very competitive business environment.
In some cases, you may have someone working with you to ensure that your website is seen in the search engines when people in your city are looking for the product or service that you offer. This is yet another good thing about having a website with good information on it.
But one of the most important things to have on your website is the best reason to shop with you. Marketers call this a “unique selling proposition,” or USP. If you were to look at search engines for this subject, you would find a wealth of information on how it works in businesses. Basically, when somebody visits your website, they should leave with the impression of why they should shop with you and not your competition. It states in a very positive fashion what makes you important and ‘unique.’
Although being ‘unique’ is important, your USP should be stated in terms that matter to your customers. In other words, you can say that all of your employees have PhD degrees, but if that fact has nothing to do with what the customer is going to buy from you, it does not make a good USP. You will see this with both large and small companies alike.
For example, the large company Wal-Mart states their USP in these terms: “Low Prices everyday.” But price is not the only way to write a USP. Nordstrom’s, on the other hand, emphasizes quality and service. The most important thing to do is to make sure that you understand what really motivates people to buy from you, and use that in your USP.
Writing your USP does take time and creativity, but when it is done right customers have something in mind about you that matters to them. When they think of you, they are thinking of the reason they should buy from you. But writing them does not come natural. If big companies like Wal-Mart and Nordstrom pay advertising agencies to come up with slogans, campaigns and USPs, you can bet they are important.
However, you may not have advertising agency money to spend on a USP. You also may not have time to take away from your business to do the research to find out why your customers really buy from you. You are probably at your best making sure that your customers are satisfied and visitors leave your location with a good impression.
There is no reason for you to stop making that good impression on prospects and customers. Working with a local marketing consultant like Big Time Local Marketing Dude Fish/us gives you the best of both worlds. You are able to get expert help getting your marketing message tuned to the right ‘station’ of your customers, while at the same time, you are not paying Madison Avenue prices for the service. Call us today so that we can discuss your position in the market and how we can help you with low to no cost ways to increase your profits with effective marketing. We believe if you do what you do best and we do what we do best, there is every reason to believe that you can see a profit and revenue increase in the next 30 days.
