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Your Unique Selling Proposition
by Greg Stillwell

You do your web marketing - creating interest about your company in the minds of your potential new customers, and they arrive at your web site needing reinforcement that they are in the right place. Somewhere near the top of your landing page you reinforce your potential customer's notion that they are in fact in the right place by presenting them with your 'Unique Selling Proposition.'

Your Unique Selling Proposition isn't a slogan or branding phrase like "Fly the friendly skies," but you could use it for that too. It's what sets your business apart from all the other businesses similar to yours. It's a specific memorable statement that describes the unique value of your business and creates excitement in your potential new customers. And it says to your prospects 'this is why you should do business with us, because we have this wonderful and unique service or product that you will benefit greatly from and you may not find this product or service anywhere else.'

Your Unique Selling Proposition may in fact point out a need that your targeted web visitor has and was, before visiting your web site, unaware of; and hence, you create the desire in your prospects mind to fulfill this need, and then you present them with this wonderful unique solution to the need you just created by using your product or service. This is your Unique Selling Proposition and how it works!

Design a great 'Unique Selling Proposition' and you will convert nearly every prospect that arrives to your web site with even the smallest interest in your product or service.

If you don't have a 'Unique Selling Proposition' for your business then your web site conversion will be much less than it could be, and your company website may seem boring or not of any interest to your targeted web visitors. And, if your potential new customers can get the same product or service, your company's offering, from a known and trusted big brand name company for just a few more bucks, then why not?

Helping you to identify your 'Unique Selling Proposition'

First off, get everyone together that's involved in your company and together write down every reason why someone would want to do business with your company. What's unique about what you're offering? You should come up with several dozen reasons minimum! Then remove everything that is also true or could be said of your competitor's products and services. What's left is the bare essence of your 'Unique Selling Proposition' for your company.

Here are some things to remember as you search for your companies 'Unique Selling Proposition.' What is unique about your company? What does your company offer that your competitors don't or would find it difficult to copy or imitate? What things are most important to you and your customers?

Now take all of what you have come up with and create a memorable unique message that will spark your prospects into action. A message that speaks to the need your potential customers feel and something that sets you apart from your competitors. A statement that is striking, appealing, and need fulfilling, saying "We have what you need, in a way you need it, and you are definitely in the right place!"

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