ntlessly focusing on your prospects desires. You must focus on the benefits that your prospect is wanting you to tell him about. You need to worry about delivering on your promises, improving your product or service...and forget about the professional image.These are just a few of the problems that youll see every day around you when you look at typical marketing communications going on.Its terrible. Its a waste of paper, money, time, energy and other valuable resources. Dont fall prey to this game. Find yourself a professional copywriter and designer that can deliver what your prospect wants. Your investment in a good copywriter will be worth more than anything else youd ever spend your marketing on.Mistake #10: You Dont Determine What It Is About You That Makes A Client Want To Buy From You Because He Cant Get What Youre Offering Anywhere Else. (Establishing Your Unique Selling Proposition)What advantage is there for your prospects or customers to do business with you? What makes you unique? Your unique selling proposition(USP) is the unique advantage you hold out in all of your marketing, advertising and sales efforts. Its something that a customer usually cant get anywhere else.Its the philosophical foundation of your business, and its essence should pervade everything you do.The formulation of your USP(unique selling proposition) depends on the specific market niche you have already carved, or wish to carve out.Your USP may be that: you only sell the highest grade products in the industry.Your USP may be that: you sell your products at the lowest mark-up in the industry.Your USP may be that: you maintain 24-hour, 7-days-a-week service for your customers.Your USP may be that: you maintain 5 times more service personnel than anyone else in your industry, so you can respond in three hours instead of three days.Your USP may be that: you provide more information, education, and service than anyone else.Your USP may be that: yo...
