Words matter. And the words we use will determine whether we will earn business from a prospect, or they will go someplace else.
Confuse you lose. People need to know what you do and how you are going to solve their problem. The first step is to create a message that you and your team will use.
The message needs to answer the questions … what do you do?
Here’s a simple formula:
[What you do] to [what’s the benefit].
Here are some examples of Unique Selling Propositions or one-liners that are simple and effective:
“Video Marketing Campaigns to Grow Your Business”
“Workshops to Help Clarify Your Message”
“Addiction Treatment Center to Help You Beat Addiction and Be Happy Again”
A bad one-liner is product-focused and self-focused. Keep your message customer, and problem/solution focused.
Here’s another formula you can use to help create your Unique Selling Proposition:
You know [problem]? Well, what we do is [solution]. In fact, [proof]
An example using the formula above:
“You know how businesses struggle to get leads and sales? We create marketing campaigns to generate leads and sales. We helped a plumbing business grow 20% this year.”
Get your message right.
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