I’d love to be able to tell you that marketing is simple—here’s three quick secrets, bang-bang-bang, and you’re done! But nothing could be further from the truth. Marketing is hard; it is very hard. Marketing is also mysterious. The marketing method that works great in one industry may not work at all in another industry.... READ MORE
BUSINESSTOWN Advertising Strategies For Multiple Platforms
Before Starting Marketing: 7 Key Questions
How to Choose the Right Advertising Media
If money were no object, it would be easy to decide which advertising medium to go with—all of them! Unfortunately, the reality is that even with a hefty advertising budget, it is a challenge to create memorable advertising. So, unless you have truckloads of money to spend, you should try one media option at a... READ MORE
What Is a Unique Selling Proposition?
What Is a Unique Selling Proposition? A unique selling proposition (USP) is a succinct, memorable message that identifies the unique benefits that are derived from using your product or service as opposed to a competitor’s. A USP should be used as a strong and consistent part of an advertising campaign. It can be posted on... READ MORE
How Frequently Should I Advertise?
As a small business, you need to be getting sales today, or there won’t be a tomorrow—so you need to be running advertising to generate immediate responses, not ads geared to building an image. Generally, if you run a certain ad and get no response, you could run it forever, and you will probably never... READ MORE
Q&As: How to Develop a Unique Selling Proposition
Q: I am having trouble creating a USP. How should I approach its development? A: Focus on what is unique about your product or service. Is your product or service bigger, cheaper, more durable, faster, more personalized, more convenient, or easier to use than the competition’s? Then, determine how that product or service feature that... READ MORE
Enhancing Your Search Engine Marketing
Some time back, search engine marketing (SEM) included optimizing your website for high ranking in search engine results. This process is now called search engine optimization, or SEO, and I address it in a separate presentation. Now, SEM generally refers to paid advertising in search engines. Search Engine Advertising Can Be a Highly Efficient, Easy-to-Measure... READ MORE
Streetwise Advice: USP vs. Business Strategy
A Unique Selling Proposition Is Not a Business Strategy A quick way to differentiate a unique selling proposition from a strategy is to think in terms of how a USP should work in advertising copy. It should be catchy, cute, or snappy. Each product might have its own USP. Because a USP is not your... READ MORE