Grow Your Business by Using the Most Powerful Marketing Tool Known to Mankind – Part 2 of 3
As I shared in the July Newsletter, recently I was working with Rick, an even keeled man in his late forties who had a medium sized health care consulting company. He told me “we just aren’t connecting with our prospects and we aren’t closing the deals we should”. He went on to share “I feel our marketing message is not compelling enough to fully engage the people we are talking to”.
Does this sound familiar? What if you could fully connect with your target audience? What would your life look like if you could consistently get your message across to your prospects and customers? How would it impact you if you had a marketing message that was unique and fully engaged your potential customer?
By using the most powerful marketing tool known to mankind – your Unique Selling Proposition the answer is YES to all three of these!
Your Unique Selling Proposition
Developing your Unique Selling Proposition is the best way to construct your marketing message. We discussed the first component of your Unique Selling Proposition, Your Big Idea last month and we will cover the second item, Your Big Benefit in this newsletter.
Your Big Benefit
You can identify your Big Benefit by personalizing yourBig Idea by asking, “If my Big Idea were a reality, how would it specificallybenefit my Customer?” Your Big Benefit enables you to connect with your Customer at an emotional level in terms of the outcomes your target Customer desires from your product. Your Big Benefit needs to click with and speak to the things that are important to your target Customer at an emotional level.
Using July’s examples of Big Ideas, our Big Benefits could be: “If exercise was fun I would exercise regularly and look and feel great”, “If I could make everyone my friend, I would be incredibly happy, I could not wait to meet the next person in my life, and I would eagerly awaken every day”, or “If I could find my ideal soul mate my life would totally be worth living, every day would be paradise, and I would want to spend every minute in joyful happiness with that person.”
To develop your Big Benefit you must have:
- A thorough comprehension of the goals and desired emotional state of your Customer
- An understanding where the market is going in terms ofyour Customer’s expectations related to your product
- A recognition of the usefulness of your product to your Customer
Identifying your Big Benefit
To identify your Big Benefit look at your Big Idea and write down three large benefits that your customer would enjoy if your Big Idea become a reality in their life. Next, ask several of your customers to look at your Big Idea and three Big Benefits and tell you which one is most appealing to them. Please see the above and the July Newsletter for Big Idea and Big Benefit examples.
By utilizing this concept, you will fully connect with your customer, giving you the largest sales results on a consistent basis. It will also yield the most efficient and effective Marketing and Sales function.
Next month we will examine the last two components of your Unique Selling Proposition and how to put it into practice in your business.
Please post any questions that you have on my blog or share some of your results from using your Unique Selling Proposition in your company’s marketing.
If you need assistance in fully connecting with your target audience and closing sales please contact us so we can show you how to use this concept to tremendously increase your revenue and take your business where you want it to go.
www.FountainheadConsultingGroup.com
Office phone: (770) 642-4220
