Tag: Unique Selling Proposition

Part 1- Your Message, Loud & Clear

You need to stop doing quality work.

Yes, just stop it.

What? What is this nut-case saying? Please, let me explain.

Most small business owners work very hard. It is not just because there is a lot to do. There is always more to do in a small company than there are people to do it, and true entrepreneurs know this when they sign up. But beyond the day in day out work, there are many reasons that entrepreneurs are willing to work harder than the next guy. For one, most take great pride in their work. It is one of the reasons that they go into business for themselves in the first place–the old boss never gave them credit. Two, they have a vision, and they know delivering on that vision is their best chance of future sales and future return on investment. And three, no entrepreneur likes to eat a bad job for breakfast. It does not taste good–even with sugar on it–as the loss comes right out of pocket. All great reasons to work hard and work smart.

So why, why, why do entrepreneurs succumb to the tired old slogan, “We Do Quality Work”? “Quality” is so passe. Quality is anemic. It is the least creative way to express the passion and the pride that you pour into each and every product. You deliver far more than Quality. If your product is something to buzz about, and these words are the only words you can think of to throw at it? You are shortchanging yourself. Think about it. If the only reason you say “We Do Quality Work” is because you do not know what else to say? You are shooting a hole right through your marketing foot.

If everyone is saying “We Do Quality Work” what does the word Quality even mean? It means Quality is what everyone claims to deliver. It means Quality is table stakes. Quality is average. Normal. Expected. Quality is, well, not outstanding. Which means you are not standing out. It is time to hang up Quality Work. Do outstanding work. Do sterling. Do superb. Exemplary. Choice. World Class. Do anything, anything but Quality.

Tell the story straight. This is not about spinning a yarn. If your product is not all you claim it to be, go back and start by improving your product. Your words should not only be a fit description of your product to encourage a sale, but should not disappoint expectations after the sale.

One of the best ways to increase the resonance of your marketing is to find the unique value that only you and your company can provide. What can you say that your competitors cannot say? Say it, loud and clear.This unique value is called your Unique Value Proposition. The UVP is one of the most powerful tools you have in your marketing toolbelt. Do yourself a huge favor and spend the time and energy and creativity to unearth these words, brush them off, and hone them to fit. It does not cost you a penny.

The real question is, do want a Bland or a Brand? If your business is hiding underneath a bunch of weary, worn, and sad little cliché’s? Do yourself and your business a favor. Take some time to brainstorm your UVP.

Your marketing will then work as hard as you do.

Knowing the Score – Part 2

Music resonates with us in so many different ways. There is so much more going on at a concert than meets the ear. If there is one thing that the music industry can teach us about business, it is synergy. Your product, everything before it, everything surrounding it, the delivery, and everything after the delivery, must work together from beginning to end.

Take for example how disappointed the fans in Georgia would be, if Ray Charles showed up to give a concert and neglected to sing Georgia while in Georgia. Of course, he would never do that. Before jumping a plane bound for any concert, Ray selected his playlists with the specific local fans in mind. The venue, the delivery, the instruments, down to the style of attire that his backup musicians would wear–all must meet expectations.

Whose expectations? His own? Not on your life. His fan’s expectations, of course.

Many entrepreneurs want to find more fans. In fact, they want lots and lots of fans. They search for magic formulas. They find promising blog posts with titles like “Ten Ways to Triple Your Sales in 2016”, and then carefully follow the directions on the package. Ten emails per month, (check!), networking, (check!), and 4 cold calls per day, (check!), all in the hopes of finding someone, (anyone?), with a pulse on the other end of the line. Unfortunately, all of this honing and tweaking of sales processes is focused on the company–not the fans.

Want an easier way to find new fans? The answer is so intuitive, it is frequently overlooked.

Let me say in advance that the answer assumes that you, the business owner, like any aspiring professional musician, already know the song you were born to play. If not, make sure you believe in your own song first. Most of the time, studious practice alone will supply the answer to this question. And here it is:

Develop a uniqueness that no one else can duplicate.

Perhaps you work in an industry with cut-throat competition. Finding a unique way of doing business seems virtually impossible. Reframing your thinking is in order. Too much competition in your market is a really good sign. It indicates an abundance of demand. This “problem” gives you a boost over the first marketing hurdle.

Now, what resources do you have at your disposal? What disadvantages do you have? Disadvantages? How might you turn disadvantages into assets? Remember Dizzy Gillespie’s horn was bent right before he was to play. A comedy dance team accidently stepped on it while fooling around back stage. Dizzy went on stage and played it anyway. His trumpet not only became his trademark, the horn’s unique sound made Dizzy a jazz sensation. Billie Holiday burned her hair while preparing to sing in a night club. She put a gardenia in her hair to cover the damage. The flower became trademark to her fantastic set of pipes, and the rest, as they say, is history. Woody Guthrie’s songs were so unique that he used a copyright that allowed everyone to copy him. He knew that wherever his songs were sung, it would only add credence to him as a folk singer and songwriter. 

So everyone else is singing your song! Practice till you can sing it better. There are plenty of covers that people love more than the original. Elvis’s famous Hound Dog was originally sung by Big Mama Thorton. Over the Rainbow, originally made famous by Judy Garland, was resurrected to contemporary fame by Israel Kamakawiwo’ole. Oh What a Beautiful Morning, from the Rogers and Hammerstein musical Oklahoma, could not be more beautiful as sung by Ray Charles. You probably have a few favorite covers of your own.

The more a business focuses on singing their own song, to the best of their ability, the less they have to look for fans. Sing your own song. Sing it the best way you know how. And I will not be surprised at all if the fans come looking for you.

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Like this article? You can read Knowing the Score, Part 1, here. All this month, we will be discussing music, and especially Jazz, as a model for Small Business management and marketing. Stay tuned, (pun fully intended!), for Parts 3 and 4, as we hone our chops, grow, and become the entrepreneur we were intended to be.  Etc Graphics is devoted to helping you, the small business owner, think like a marketer.