Post on 16-Dec-2014
description
Presentation by Lawrence Kirsch, MBAMarketing Consultant
Faculty Member, University of Phoenix
Creating a Message That Sells
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Lawrence KirschMarketing & Management Consulting
The growth of your company is tied directly to the message you are communicating.
What are you SAYING?
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Lawrence KirschMarketing & Management Consulting
Differentiation
To differentiate your company, communicate your…
Unique Selling Proposition or USP.
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It is what makes you different from the rest
It is the special value you offer It resonates with your target
audience You can offer it consistently
Unique Selling Proposition
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Lawrence KirschMarketing & Management Consulting
The White Rice Syndrome
If you don’t do this – you’re plain old White Rice
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The Message
How do you create the message?
Market Research!
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Begin at home!
Survey the Owners & staff
Handout: Sample Questions For Owners & Staff – page 2
Research
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Lawrence KirschMarketing & Management Consulting
Talk with your Customers!
Survey Past & Current Customers
Handout: Sample Questions For
Customers – page 3
Research
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Analyze Your Competition! Website – Look For Positioning Words &
Ways They Differentiate Review Advertisements Call The Companies Call Their Customers
Research
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Pull it all together: Show what makes you different Show your special value Must resonate with your
audience Must offer it consistently
Analysis
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South Coast Medical – Training for Medical ProfessionalsA. “The Leader in Medical Training ”
B. “Quality Training - Affordable Prices”
C. “Expert Instruction - Hands-On Training” Handout-Page 4
USP Example
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South Coast Medical – Training for Medical Professionals
C. “Expert Instruction - Hands-On Training”
Research showed - Customers wanted plenty of hands-on training with an expert in the field.
USP Example
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Toothpaste in 1955
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Toothpaste in 1958Company Market Sector Market Share
Colgate Cosmetic 34.5%
P&G Cosmetic 20.5%
Unilever Cosmetic 11.2%
P&G Therapeutic 8.8%
Unilever Cosmetic 3.4%
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Lawrence KirschMarketing & Management Consulting
By 1962 – Crest ended Colgate’s 19 year reign as the leader. Crest share was over 30%.
In 1964 – The ADA seal was approved for the Crest package.
By 1969 – Crest share - nearly 40%.
Toothpaste
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Handout: Your Unique Selling Proposition – page 6
• 3 things your company does well!
• 3 reasons why customers buy from you!
• 3 areas for improvement!
This is a start! Do the research!
Begin The Process
Center For Professional DevelopmentThank you.
Lawrence Kirsch