Re: What Should My USP Be? -- Small Businesses Discussion Forum

[ Show ]

Support VoyForums

[ Shrink ]

VoyForums Announcement: Programming and providing support for this service has been a labor of love since 1997. We are one of the few services online who values our users' privacy, and have never sold your information. We have even fought hard to defend your privacy in legal cases; however, we've done it with almost no financial support -- paying out of pocket to continue providing the service. Due to the issues imposed on us by advertisers, we also stopped hosting most ads on the forums many years ago. We hope you appreciate our efforts.

Show your support by donating any amount. (Note: We are still technically a for-profit company, so your contribution is not tax-deductible.) PayPal Acct: Feedback:

Donate to VoyForums (PayPal):

[ Login ] [ Contact Forum Admin ] [ Main index ] [ Post a new message ] [ Search | Check update time | Archives: 1, 2, 3, 4, 5, [6] ]

Subject: Re: What Should My USP Be?

Author:
Dennis S. Vogel

[ Next Thread | Previous Thread | Next Message | Previous Message ]

Date Posted: 10:01:37 05/23/01 Wed
In reply to: candyshack 's message, "What Should My USP Be?" on 09:58:25 05/23/01 Wed

Hi:

Just as a guess, I'm figuring you have a candy store. Even if you don't you can apply the information in this post to a different business.

Sometimes USPs can be used as headlines in ads. So, what I advise you to do is test different possibilities in ads or other marketing messages. Find out which one gets the best response. This doesn't mean the most responses though.

It means that it gets you profitable sales, not just people looking for on-sale/discount items.

So, here's the way you can do this -
1) Pick businesses that serve the same target market.
2) Ask the owners to distribute (give not just put on the counter top) your flyers.
3) Then develop two or more different flyers. Everything on each should be the same except the headline.
Have instructions on the flyers for people to bring them in when they come to your store.
4) Collate/shuffle them so that (If you have two different flyers) - customer #1 gets flyer #1; customer #2 gets flyer #2; customer #3 gets flyer #1; customer #4 gets flyer #2; and so on.
5)Carefully track which flyer induces more people to come in.

OK, now for the flyer content.

Base the messages on what customers have told about the candy. If your business has just started, use information from your trade association or your marketing survey.

You can try marketing candy as people's way of rewarding themselves for working hard or accomplishing something.

If you sell gourmet candy, you can focus on the better, deeper taste and/or better ingredients.

DennisVogel@wz.com
WZ-ard of the business startups realm-
"Small Businesses Thriving in the Shadows of Giant Competitors "
http://wz.com/business/SmallBizThriving.html
http://www.thrivingbusiness.homestead.com

[ Next Thread | Previous Thread | Next Message | Previous Message ]

Replies:

Subject	Author	Date
Re: What Should My USP Be?	Dion Jackson	18:16:13 05/26/01 Sat
Re: What Should My USP Be? -- Dennis S. Vogel, 15:38:08 06/11/01 Mon