The
best advantage you can gain will be from those
in Group A… those areas in which your competitors
cannot perform. These are things only you can do
for whatever reason, and you will want to capitalize
on them to your fullest advantage.
Group
B lists things offered both by you and others.
Don’t neglect these. While they’ll
be the weakest of the three groups, with a little
work and creativity, you may be to combine parts
of these with those you have identified in the
other groups.
The
last group, Group C, can be used to a real advantage.
But you must be careful. While your competitors
aren’t currently using these, if they notice
that you are beginning to use them, you may awaken
a hornet’s nest. They may see what you’re
doing, recognize that they too can offer the same
advantages, and begin including them in their promotions.
3.
Formulate your UCA
Begin with the
strongest point you’ve come up with.
Think of how it applies to your customers in
terms of why
they should do business with you rather than
your competitors.
One
way to do this is to pretend someone has just asked
you what you do, or why they should do business
with you instead of anyone else. Your reply should
follow the following two-part formula:
A. “You
know how (point out a common problem your customers
face)…”
__________________________________________________________
__________________________________________________________
__________________________________________________________
B. “Well, what I do is (provide a solution to that problem)… ”
__________________________________________________________
__________________________________________________________
__________________________________________________________
Developing
an effective UCA doesn’t have to be difficult
or time-consuming. But it absolutely must be done
if you expect to gain and maintain any kind of
an advantage in today’s marketplace.
|
Vincent
Kernaghan
Marketing Specialist for Profit
Solutions
Vincent Kernaghan specializes in providing marketing solutions that reveal the
hidden profits in your business, while maximizing every dollar you spend on marketing.
The
key
to
his
success
(and
that
of
his
clients)
is simple, 'Pay for Results'. This
means that when you spend money to build your business (advertising,
marketing, graphic design,
web development, etc.), the vendors and contractors are paid
based on their results -
not
regardless
of them.
Profit
Solutions specializes
in providing marketing services that are guaranteed to generate
more customers and more bankable results for their clients. To
grow your business 20%-125% or more without spending any
money
on marketing, visit http://www.ProfitSolutions.us/
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