Your Company's Unique Selling Proposition

Many times companies will do something freely or have a particular customer follow up approach that is unique, do something for the customer on their birthday, or have a financing policy that is unique. Many times companies do things and fail to tell the customer about it or why they do it.

As an entrepreneur business owner or manager, it is imperative that you determine what is special about your product offering when compared to your visible competition. If you'll take time to consider the unique things you do currently, you'll undoubtedly find some unique niches. Hidden Marketing Assets marketing recognizes that uniqueness and tells the public about it. I knew of one clothing store that had an unconditional return policy. We simply redeployed that unique service into an asset that could start generating customers.

An auto repair facility indicated to me that they guaranteed all their work. The technicians knew it, and the owner knew it, but the customers never heard it. That asset is now an ongoing message that's communicated to the prospects and creates new business! In addition it maintains loyal customers for the facility.

Hidden Marketing Assets marketing takes the current, unique assets your business has and turns them into communicated messages and increased revenue. They become marketing messages and marketing tools rather than closely held understandings by managers and key employees.

Once your company has identified its unique selling proposition, that is the key message communicated in advertising. It is the message that becomes headlines for your website, ads and tv and radio messages. It is the message that's communicated by employees, sales people, clerks and management.