Unique Selling Proposition A Unique Selling Proposition (USP) describes the unique benefit or benefits the customer gets from the company’s products or services. The USP must be meaningful to the customer. The USP is designed to differentiate your company’s products and services from the competition and...
Today I begin a five post series defining the five elements of marketing. Marketing Strategy Most of my clients need more customers, or more importantly, more of the right kind of customers. The first step is to develop an effective marketing strategy. A marketing strategy is the...
[caption id="attachment_8791" align="alignright" width="233"] Rhode Island Small Business Journal[/caption] Please take a look at an article I wrote that was just published in the December edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com). In it, I describe potential funding sources when...
I am giving a free seminar at the Southern Rhode Island Chamber of Commerce in Wakefield RI on January 18th. at 12:00 and includes lunch. It is free and all are welcome and you don't have to be a chamber member to attend. The topic...
Around this time of year, and especially on new year’s day, a lot of small business owners reflect on their successes and challenges in the year just past. I like to ask two questions. Are you Over-Challenged and spend a lot of your time just...
So this is the 22nd and last post in this series on getting more customers that I started in June. In this journey, I have described almost two dozen sales channels that can be used to get more customers. I have also tried to point out...
Using existing platforms is about leveraging existing web sites, social media platforms and apps to get more customers. You can get your app in the app stores, build browser extensions for Chrome and Mozilla and get people to sign up and share their experiences through...
[caption id="attachment_8773" align="alignright" width="300"] Customer Info Capture[/caption] This article stresses the importance of capturing key customer information. This is a point I make all the time. I believe for most small businesses, the use of a Customer Relationship Management (CRM) system is critically important. This is...
Please take a look at an article I wrote that was just published in the November edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com). In it, I describe some of the common pitfalls that small companies get trapped into when...
[caption id="attachment_8767" align="alignright" width="300"] Using Engineering as Marketing[/caption] Using engineering as marketing is building tools that people use that lead them to tell others and to become a customer themselves. I have done this only once before and forgot about this altogether. So I have to...
