Foundation 1 Goal:

• Build an extraordinary unique selling proposition.

3-Point Foundation to Effective Marketing

Foundation 1 Resources:

• Purple Cow: Transform Your Business by Being Remarkable by Seth Godin
• The Small Business Marketing Bible focused on developing your niche and every step there after to increase revenue. It comes with 1 year money back gaurantee if you're not ecstatic about it.

Marketing Foundation I:
Be Different, Be Extraordinary...

This is your unique selling proposition (USP)

Can you instantly say what your business is the best at? Why a customer should by from you? What sets you apart from your competition?

This is the first foundation you need to build before you can start working with any other marketing ideas.

Define how your business benefits your customers, put it into a short sentence and then put it at the center of every marketing idea you work with. Put it on your business cards, your emails, your website, letterhead, envelopes, invoices... everything!

Every piece of marketing material is an opportunity to tell customers and potential customers why they should do business with you.

Create your USP

• Be different
• Be extraordinary
• Focus on your benefits from the eyes of your customers
• Fill a gap and solve a problem
• One simple sales message your customer can quickly and easily absorb.

Famous USP examples

• "When your package absolutely, positively has to get there overnight" (FedEx)
• "The milk chocolate melts in your mouth, not in your hand" (M&M's - They weren't the only candy that didn't melt in your hand, but the first to market that benefit.)
• "Wonder Bread Helps Build Strong Bodies 12 Ways" (Wonder Bread)
• "Got Milk?" (Milk - What would life be like without it?)
• "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." (Domino's Pizza)
• "Get rid of dandruff"(Head & Shoulders)
• "Younger-looking skin" (Olay)
• "We try harder." (Avis Rent a Car)
• "When it absolutely, positively has to be there." (Federal Express)