Focused Sales and Marketing Strategy, Unique Selling Proposition, USP

Focused Sales and Marketing Strategy

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By Shawn McGee

Marketing Consultant and Author

A Unique Selling Proposition should succinctly communicate one or two concepts clearly. If you confuse people and claim too many benefits right up front it’s likely they won’t buy from you. Potential customers will only hold a certain number of messages in their minds for a given topic. A good USP helps break through the clutter. A focused sales and marketing strategy should be as succinct as possible and not add to the clutter.

Imagine seeing a number of unfocused advertisements from a company. It’s likely that one of the following will happen:

You won’t remember the previous ad/ads.

You won’t realize that the ads are coming from the same company.

If you do realize that the ads are coming from the same company, you will be confused about the message they are sending you.

Worse yet, you will realize that the ads are coming from the same company and you will not believe a word of what they are saying.

This will be especially true if the ads are contradictory. For example if some advertisements present the business as exclusive and others present it as a discount provider, the two positions won’t seem plausible as a match. If a company is exclusive, it is generally anything but cheap. If a company is a cheap, discount supplier the last thing it would be is exclusive. This is an obvious example, but even more subtle examples of unfocused marketing can have the same effect.

Your marketing must be consistent in order for you to get the most out of it. Here’s a way to test if you have a focused message. When you are asked about your business do you have a clear articulate answer?

For any industry there are several competitors (dozens or more). You need to be able to clearly and concisely give a reason why the consumer should choose you. Your business, no matter how ordinary it seems, can be differentiated.

Sometimes it can be as simple as telling your prospective customers what you do, even if it is what your competitors do (but fail to mention in their advertising).

Another option is to find the gap between your competitors and develop a business that doesn’t have any direct competitors.

A focused sales and marketing strategy is about developing a USP by finding a unique quality in your business and communicating it clearly.

To learn more about developing a profit-pulling USP for your business read the ebook: Leverage Marketing: Surpass Your Competition With A Unique Selling Proposition, which comes with a comprehensive 40-page workbook.

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