Chances are if your reading this you are struggling to generate any real results with your local marketing and advertising am I right? You might have done a couple Yellow Page ads, maybe a TV commercial or two. Maybe you even went as far as buying a really expensive “local internet marketing and advertising package” from the account executive that keeps stopping by every morning. Did it work?
Were you happy with the ROI it produced? Chances are probably not. You see, with any type of local marketing and advertising you have to have whats called a Unique Selling Proposition.
A Unique Selling Proposition is the term used to describe the major advantage of your product or service over the competitors. Its a clear and concise reason on why someone should pick your product over your competitors.
If there is no major benefit for the customer to choose you, they won’t. Here are the three things a USP must have according to Rosser Reeves, from the book Reality in Advertising:
1. Each advertisement must make a proposition to the consumer. Each must say, “Buy this product, and you will get this specific benefit…”
Basically a large benefit to the person,right upfront, seeing your advertisement or marketing pieces:
2. The proposition must be one that the competition either cannot, or does not, offer…
The “unique” part comes into play right here.
In your marketing its not enough to just offer a benefit but you must also be able to differentiate “why your product” from the others being offered to them.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
Whatever you end up proposing to be different from your competitors it can’t be trivial or boring! It must be something that is very important to the reader. So now, especially in this economy, its more important then ever to develop a USP that will bring customers over your way and finally get you a profitable ROI on your advertising.