Marketing your business is easier when you can point to something that makes your offer unique. This is usually referred to as your USP or unique selling point but I find it easier to think about it as the personality of your business. After all, every personality is unique.

Passion
What is the passion that lies behind your business? Can you remember what it was that got you into your industry? Are you stuck in the day-to-day running of your business and have you lost sight of what it is that motivated you to begin with?

If you can remember what got you into your business, rediscover your motivation and put it into words you have in a nutshell described your passion for your business. Getting that across to your customers in your marketing makes a big difference in inspiring confidence in your ability and motivation.

Unique
What is it that your business does that is unique? It might not be what you do but rather the way you do it that is important to your customers. Think through some of the most recent or most successful projects you have completed for customers and try to identify what you did for them that they would have difficulty finding elsewhere.

Once you can see the unique service that you give to your customers you can use it to define your offer in your marketing materials. Don’t keep it a secret, tell your customers what is unique about your service offer to them.

Customers
What are your customers like? Can you spot any trends that are common between them all? Perhaps they are mostly local, or mostly small companies, or mostly freelancers, or perhaps they are all from the same industry sector.

Once you know what kind of customers you work for it is easier to work out why they choose to buy from you. You might be their nearest supplier and the most convenient, or you might specialise is products or services that are relevant to their industry. Once you know why customers come to you it’s possible to target your marketing materials to the right area or the right companies in an industry sector. You can also identify possible new customers to approach.

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What do your customers think of your business as it is at the moment? Ask them for their impressions of your business, your products or services and your staff. All feedback is valuable and can help to enlighten reasons that your business does well in some cases but not others.

Consider the feedback you get and work out if there are changes you can make to improve things. Your marketing can then highlight these changes and improvements to your customers.

Have a plan
Put all your discoveries so far into your marketing plan and use the plan to work out what your budgets are and how best to spend them. You should be able to plan what you are going to say and who you are trying to reach now you have thought about your passion, uniqueness and your customers. This knowledge makes planning easier.

Create Design Studio can help your business move forward by reviewing your marketing activities. For £249 we will evaluate your current activities and provide you with lots of new ideas for complementary marketing and promotional activities.

Call David Woodroofe for more information on the Create Design Studio Marketing Review Service on 01962 737989.

Tags: business marketing, Business tips, Company Promotion, design company hampshire, graphic design hampshire, Marketing Materials, Marketing Your Business, Promotional Materials

This entry was posted on Tuesday, July 13th, 2010 at 3:21 pm and is filed under Business tips, Create Design Studio Services. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.