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Article Check - Deciphering Marketing Lingo: What's the Difference between a USP, Single Message and a Tagline?
Many people believe that they conduct effective meetings, when all they really do is host a party. Or worse, they deliver a monologue. In either case, their meetings produce little.Here’s how to hold an effective staff meeting.1) In general. Keep them short. Most staff meetings should last less than an hour. You want your staff to spend their time working on things that earn money for your business, not sitting in meetings. Keep them positive. Negative meetings contain insults, ridi
The idea will be communicated, but you will very likely use different words in your actual marketing materials. For 10stepmarketing, my single message is "If you can answer 10 questions, you can successfully m
The other day I came across an online issue of Foreign Policy magazine, and its author said there are two ways to dramatically reduce oil consumption:(1) Use railways instead of trucking to ship commodities more than 100 miles; and(2) Distribute the workforce by allowing individuals to labor off-site, mostly from home.Telecommuting has been tried, with only partial success. Why hasn’t it really taken hold?I believe it hasn’t caught on because we’re used to managing personalities
Unique Selling Proposition
A unique selling proposition, sometimes referred to as a USP, is the one thing that is unique and valuable about your business, product or service? And it must be unique and valuable to your prospects or ideal clients, not just to you.
It may be an inherent attribute of your product or service (it's the only blue widget available and blue is the color your ideal customers prefer) or it may be something you create. I created the USP for my business, 10stepmarketing.
There are many marketing training programs and educational products available. But there were none I could find that taught small business owners how to create and implement their own marketing plan using a simple, step-by-step, question-and-answer method.
So I created my marketing training program (name and all) to fill this void in the marketplace. And it became my "created" USP. It didn't exist when I first started training 5 years ago — I created it and built my business around it.
Your USP is an idea or a concept. It is not the exact words you feature in your marketing. You will however use it to write and create your marketing messages.
Single Message
This is what you say about your business, product or service when you market. It is the one key idea or message you include in all of your marketing. It may be very closely related to your USP, but it may not be exactly the same.
You will determine your single message AFTER you determine your USP. Additionally, look at your single message as the one thing you could tell your prospects to change their mindset about your product or service, from what they currently think to what you WANT them to think.
It is usually written in the form of a short statement or sentence. Its job is to take your prospects from what they think now to what you want them to think. Most likely you will NOT feature your single message in your marketing materials exactly as you have written it in your marketing plan.
The idea will be communicated, but you will very likely use different words in your actual marketing materials. For 10stepmarketing, my single message is "If you can answer 10 questions, you can successfully ma
Have you ever considered how smaller businesses and even franchisees who own franchised outlets are hurt in economic downturns? Have you ever considered the ebb and flow of regulations and how they try to control it? We all know that the government does nothing very well and yet we allow them to try to reign in the cattle and corral the raging rapids of our economy. Why?One thing I find interesting is that when the economy goes down it is always the small businesses that pull out the consumer from t
It may be an inherent attribute of your product or service (it's the only blue widget available and blue is the color your ideal customers prefer) or it may be something you create. I created the USP for my business, 10stepmarketing.
There are many marketing training programs and educational products available. But there were none I could find that taught small business owners how to create and implement their own marketing plan using a simple, step-by-step, question-and-answer method.
So I created my marketing training program (name and all) to fill this void in the marketplace. And it became my "created" USP. It didn't exist when I first started training 5 years ago — I created it and built my business around it.
Your USP is an idea or a concept. It is not the exact words you feature in your marketing. You will however use it to write and create your marketing messages.
Single Message
This is what you say about your business, product or service when you market. It is the one key idea or message you include in all of your marketing. It may be very closely related to your USP, but it may not be exactly the same.
You will determine your single message AFTER you determine your USP. Additionally, look at your single message as the one thing you could tell your prospects to change their mindset about your product or service, from what they currently think to what you WANT them to think.
It is usually written in the form of a short statement or sentence. Its job is to take your prospects from what they think now to what you want them to think. Most likely you will NOT feature your single message in your marketing materials exactly as you have written it in your marketing plan.
The idea will be communicated, but you will very likely use different words in your actual marketing materials. For 10stepmarketing, my single message is "If you can answer 10 questions, you can successfully m
If you own a franchise or are considering one, often arbitration levels the playing field for the franchisee in a dispute with a big and powerful franchisor. Recently, I was contacted by a franchisee who had bought a franchise from a company Franchisor, whose Founder was the President of the IFA International Franchise Association.His dispute did not seem to be viable in his favor and indeed he himself felt that he had no chance against the bigger franchisor. He assumed that the arbitration clause w
So I created my marketing training program (name and all) to fill this void in the marketplace. And it became my "created" USP. It didn't exist when I first started training 5 years ago — I created it and built my business around it.
Your USP is an idea or a concept. It is not the exact words you feature in your marketing. You will however use it to write and create your marketing messages.
Single Message
This is what you say about your business, product or service when you market. It is the one key idea or message you include in all of your marketing. It may be very closely related to your USP, but it may not be exactly the same.
You will determine your single message AFTER you determine your USP. Additionally, look at your single message as the one thing you could tell your prospects to change their mindset about your product or service, from what they currently think to what you WANT them to think.
It is usually written in the form of a short statement or sentence. Its job is to take your prospects from what they think now to what you want them to think. Most likely you will NOT feature your single message in your marketing materials exactly as you have written it in your marketing plan.
The idea will be communicated, but you will very likely use different words in your actual marketing materials. For 10stepmarketing, my single message is "If you can answer 10 questions, you can successfully m
Recently a few scholars have been talking about franchising the world and luckily I am the one who is brought to their attention. They ask the obvious question, which has been asked before of major projects; if we franchise the nations of the world then who will build the franchise system and who will help the franchisees of the Third World countries who sign-up to become first world nations? There will be lots of infrastructure to build so the civilization will succeed as a franchisee of the world franch
You will determine your single message AFTER you determine your USP. Additionally, look at your single message as the one thing you could tell your prospects to change their mindset about your product or service, from what they currently think to what you WANT them to think.
It is usually written in the form of a short statement or sentence. Its job is to take your prospects from what they think now to what you want them to think. Most likely you will NOT feature your single message in your marketing materials exactly as you have written it in your marketing plan.
The idea will be communicated, but you will very likely use different words in your actual marketing materials. For 10stepmarketing, my single message is "If you can answer 10 questions, you can successfully m
One of the biggest mistakes most entrepreneurs make is becoming emotionally controlled by factors that are totally OUT of their control. Such as: an impossible prospect, market trends, someone else's ultimate decision, attempting as 1 person to do the work of 5, unexpected cancellations, delayed transactions, other people's attitudes or opinions. And the list goes on - and on - and on - and - I think you get it. Have you ever had that experience? I thought so. So here's the point -STOP IT!You
The idea will be communicated, but you will very likely use different words in your actual marketing materials. For 10stepmarketing, my single message is "If you can answer 10 questions, you can successfully market your business." (In my case, I turned my single message into a tagline because it was succinct, it communicated exactly what I wanted, and frankly, it just WORKED!)
Tagline
Your tagline is an actual line of marketing copy you write to sum up what you do, or what you want your prospects to know about your product or service, or a key benefit they will reap if they purchase. You will draw on your USP and your Single Message to help you craft your tagline.
This is the only one of all three (USP, Single Message, Tagline) your prospects will see exactly as you have written it in your marketing plan. As stated above, my tagline for 10stepmarketing came directly from my single message. This is not usually the case, but it just happened to work out that way.
You may have the same situation. Your USP or your Single Message may be so spot-on you choose to use it as your tagline. As long as your tagline communicates a customer-focused message that's great.
Always ask yourself the question "What's so great about that?" when you are thinking of putting a tagline or any other message or copy in front of your prospects. If "what's so great" is obvious, your copy or tagline is probably already very customer-focused.
If you can further drill down to a more specific customer benefit when asking this question, then you are still in business-owner "feature-land" and you will want to keep asking "What's so great about that?" until you can't drill down any further.
(C) 2005 Debbie LaChusa
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