An incalculable number of forces conspire to prevent your should-be customers from buying from you.
The purpose of marketing is to neutralize all those obstacles preventing a potential customer from acting in his own best interest (that is, doing business with you).
But before it can do that, there has to be some compelling reason why anyone should buy from you. That is not a marketing function, per se. It’s a matter of creating an outstanding product or service.
“Advertising doesn’t create a product advantage. It can only convey it…No matter how skillful you are, you can’t invent a product advantage that doesn’t exist.” ~ Bill Bernbach
Compelling copy is extremely important. But most copywriters will admit…if they’re knowledgeable and honest… that presenting a great product to the right audience is MOST of the work.
– Great messaging for a worthless product won’t accomplish much in the long run.
– Strong marketing aimed at the wrong crowd will miss the mark.
On the other hand, if you offer a product that scratches a specific itch in that hard-to-reach spot on the back of a specific audience, any marketing message you create has inherent persuasive power. The Unique Selling Proposition itself grabs the attention and interest of the potential customer.
“This is EXACTLY what I need!” he might think to himself. That’s when he starts selling himself on the idea of buying from you.
That’s why it’s so critical for entrepreneurs, salespeople and marketers to discover their own USP and articulate it with clarity.
The point of marketing is not simply to sell whatever you’ve got. Marketing starts with making sure you’re selling something people want and need. Then you find ways to help your target audience experience the advantages of buying your product or service.
As you think about your own USP, you may be interested in reading “Juxta-Positioning: Outmaneuvering Your Competitors Brilliantly.” Sometimes thinking about your product in relation to everything else out there can clarify what’s special about you.
Donnie
P.S. “A gifted product is mightier than a gifted pen.” ~ Gary Bencivenga
As people become increasingly savvy when it comes to weeding out ads, we have to get increasingly adept at communicating valuable messages about things that matter to people. That starts with having a gifted product, not being a wordsmith who uses flowery words to describe his crap.
