Bussiness Guide

How important is having a USP in your business right now

If a new customer contacted you and asked for your unique selling proposition, or USP, could you answer the question without having to think about it first? Customers are not actually likely to come out and ask you for your USP, but you USP is of great importance to them.

A USP is exactly what it sounds like. Your company’s unique selling proposition is whatever it is about your products and services that make your company unique to the competition.

Customers don’t usually come out and ask what is unique about your business. However, even though they may not know the term USP, prospective customers actively engage in evaluating service provider’s USPs whenever they through the process of researching options and selecting a service provider.

When customers are checking out your business, they are wondering, either consciously or subconsciously, whether or not they should do business with your organization or with one of your competitors. When a customer chooses to do business with your company, your USP was effective. Conversely, when a customer elects to purchase from your competitor instead of from you, your USP was ineffective.

If you can’t state your unique selling proposition, that means that you don’t know what it is that makes your business different from your competitors. If you can’t verbalize what it is that makes your business special, how can you possibly expect prospective customers to figure it out?

You cannot underestimate the importance of knowing your USP and communicating it to your customers. Whatever aspects of your business make it an obvious choice to your competitors should be, in essence, beaten into the heads of everyone who works for your company.

All of your marketing messages should be geared toward highlighting your USP. The product features and benefits that you communicate to your customers should be defined in terms of your USP.

Your company’s unique selling proposition should be both accurate and powerful. It must be phrased in terms of benefits to your customers. If the only thing that is unique about your business is that fact that you own it, you need to do a little work with tweaking what you have to offer. What unique benefit does your company offer customers that are specific to your organization?

Do you offer free shipping? Are your products the best value? Is your product quality higher than that of your competitors? Are you the company that listens to customers? Were you the first online provider of whatever it is that you provide? Does your product come with the most comprehensive warranty in the industry?

No one can tell you what your unique selling proposition should be. As the owner of your business, you should know better than anyone else what it is that separates your business from all the others.

One way to be sure that your perceptions of your USP are accurate is to ask your loyal customers what they think. Contact your long-term customers and ask them to share with you the two main reasons they do business with your company.

Look for consistency in the responses you get from your customers. When you hear customers saying similar things regarding the reasons they choose to do business with you, you will start to understand the importance of your USP. When you hear your customers verbalize the reasons they feel you are better than your competitors, there is no clearer definition of your unique selling proposition.

Owning a business irrespective of its size is hardly an easy task. Many people even believe that either you need to be really rich or you need an inheritance of some value to be able to own and run a business successfully. However the fact remains that if you have a great idea going, then starting a new business from the scratch is an option that you should definitely look to exercise. Now in case if you are wondering about what possible benefits you can have by owning a business or are bothered about any possible drawbacks then read on.

Owning a business comes with its own risks and rewards. A few of each are listed below.

Advantages

* It’s your business and you are the boss. You call the shots; decide the working hours, hiring processes, management and administration.
* There is a chance that you will progressively make more money through you own business than by working for someone else.
* Job security is a great factor. No one can fire you. You just need to make sure that your business runs smoothly and you would not end up in any kind of trouble.
* As a boss of your company you can involve yourself in the total working of your business and all its processes to improve your knowledgebase.
* As an owner you will interact with your customers directly and will be able to lay special emphasis on there needs and requirements which in turn will enable you and your team to improve the quality and the features of the product or services that you may be offering.
* Your own business means your own field of work. Not many people end up doing what they really like and make a living out of it.
* A lot of satisfaction is derived from creating and running a successful business.

Disadvantages

* There is a large financial risk involved in owning a business. New businesses do not start giving money readily and may flounder easily, leaving you bankrupt.
* It’s your business and you are responsible. You will need to look in to every small detail that goes into running your business and that may mean long working hours and fewer chances of vacation.
* Some businesses almost always hit lean periods once a year. If your business is of that kind then you need to be careful because there will be months when there will be little or no income coming in.
* Running a full-fledged business is not easy. A lot of processes are involved which may make your existing education inadequate. Thus you may need to learn a lot of new subjects like administration, planning, promotion, human resource development, research and development etc.
* Owning a business means exposure to direct legal problems, which you would not face as an employee in a company.
* If somehow you are not able to run your business yourself and your spouse or children take over, then there is a huge risk that the customers may leave you owing to different methods of business employed them.

Running a business involves some amount of risk but may be extremely rewarding if it is successful. If you are sure you can run a business successfully, don’t hold yourself back. Give it a fair try.

Considered amongst one of the most sustainable businesses in the current economic climate, a courier service can be a good choice for someone who is planning to start his own business. The demand for courier services never dies and a promising set-up that delivers on schedule can make quite a lot of profit in a short span of time.

One must note that a well managed courier service is the key to profitable business and if you take the basics and the ethics of the delivery department to the heart, you just might land an amazing gold mine. Moreover, depending on one’s budget and skills one can choose the area and scope of the startup venture which may range from running a freelance last mile courier delivery to a full fledged international courier service. In case the idea of opening a courier service interests you, then it would be prudent for you to go through the steps mentioned below

Market Research
Draw up a market research plan that explores the area in which you plan to start up your courier service. Based on the research make a careful plan which covers the initial investments, management attributes, locations covered along with a detailed chart of the targeted clientele and the prices they can easily afford.

Terms and conditions
Next you need to consider viable delivery charges which are reasonably priced and cover all the costs incurred during the service with a small margin of profit. Take some time off and study other enterprises and their rates which will help get you an estimate. Also chart out the list of the goods you are willing to transport considering the feasibility. Once you have achieved this, define the area of your logistics and service support, study the maps carefully and circle the areas you can cover with the routes you can take. After that, take up an orderly planned marketing strategy and you are almost good to go.

Equipment
Search and purchase a good vehicle. Analyze and understand its handling and maintenance requirements carefully. If you are considering a pre-owned van, make sure it is well maintained and is in a good condition with proper registration and insurance. Also consider means of communication; you can choose to opt for phones or exercise the cheaper option of CB-Radios.

Management
Next you need to hire your staff and you will need a few good drivers who have the required license and experience to handle the task allotted to them. Apart from that you will need a few other staff members to help you run the enterprise and coordinate the routes with the drivers.

Marketing
Give thought to advertising. This can be largely done by placing commercials and billboard spots in your area of business. In addition, if you have the means you can go ahead and advertise in local newspapers. Besides advertising one also need to focus on developing a good rapport with their initial customers by ensuring fast and proper deliveries. Remember that a satisfied customer will always be more than happy to spread the word of your expertise.

Once you are through with setting up the enterprise, all you need to do is make sure it runs smoothly. Maintain good communications between the ground staff and the drivers and ensure that the packages are delivered on time and within schedule. As soon as you get a good grip, watch and enjoy the profits flowing in. Eventually you might consider reinvesting the profits and buying more vehicles to broaden the area of coverage.

Because starting a small business can be frightening, below you will find the benefits of selling products to niche markets as opposed to starting other types of Internet businesses.

These benefits include:

Niche marketing is a business whose growth is determined by the amount of energy you want to put into research and creating a product.

Repeating the Same Simple Routine

Even though niche marketing has become more popular over the years, most people do not take the time to learn how it works because of these two words: research and product. Since these words imply hard work, being innovative, and imaginative, most people are scared to move beyond learning what niche marketing is to learning how to turn it into a profitable business.

While you will have to spend a few hours a week researching possible niche markets, once you find them, you can begin creating your product and selling it. You can use the same research techniques mentioned in the opening chapters of this book over and over until they become second nature. This will reduce the time spent researching. What most people don’t understand is that once you have learned how to spot a possible niche, your work is almost done.

Residual Income

Once you present your product, you can move on to the next niche market. Unlike other products where you make improvements to increase sales, niche marketing is short-term meaning you will only earn a certain amount on one project. But while you are busy working on another, your current product will be earning money.

After circulating a few products to different niche markets, you will be able to sit back and enjoy the additional income. You can take your time finding the most profitable niches, or begin working on other business ideas. Residual income gives you the freedom to make better business decisions over the long term.

Low Overhead Costs When Using Downloads

Chances are the informational products you will be selling include reports, eBooks, or guides that inform and educate. These days, you don’t have to create physical copies of your materials. Customers can download them to their computers from your website. This is very easy and does not cost much in monthly website fees.

By allowing customers to download your products, they will be much happier receiving products in minutes rather than having to wait for their materials to arrive through regular mail. They will also be able to download materials at any time. You save money on printing and shipping costs and don’t have to worry about running out of books to sell.

Ability to Sell Products in Multiple Markets

When conducting research, you may find that two markets share the same needs. This means you can create one product and sell it in different markets. Having the ability to increase your income from one product is another perk of this business.

Now that you have a better understanding of the benefits of selling products to smaller groups and starting a niche marketing business as opposed to other Internet businesses, it is time to learn more about how to go about finding niches and determining their value.

Click the link on the right to learn more about making money by selling products to niche markets

Affiliate Payrise – How To Create Content That Leads To Sales
By Jimmy D. Brown of “Affiliate Payrise”

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If you look at the average site for any given affiliate, you’ll likely find a boring, tasteless smorgasbord of prefab content that was created more for search engines to read than it was for real people to read.

While that make aid in rankings, is it really going to do any good once someone sees the site listed and makes a visit?

Probably not.

What every affiliate needs to learn is simple -

** CONTENT IS KING ***

It’s content that leads to sales, not a strategically designed website that search engines temporarily find meets their ranking criteria.

So, let’s talk about that.

There must be a reason why some content is very good and some content is very bad; why some information is so enthralling that you can’t stop reading while other
information is the cure for a sleepless night; why some words cause you to frantically take notes and some words cause you to take a break.

There must be a reason.

There is.

And that reason is this – Quality writers approach content creation as a craft.

To be sure, some writers are just naturally gifted. They swing words like Tiger Woods swings a 5-iron. They can spot a good paragraph like Warren Buffet spots good
investments. They write like Tom Hanks acts. Even though they practice their art form, it comes easy to them.

Then, there are those that swing words like Jimmy D. Brown swings a 5-iron. Paragraphs are like Black Tuesday. Their writing is the equivalent of the acting in a kindergarten cantata … and they aren’t nearly as cute and lovable as those 5 year olds. Content creation is a struggle.

The good news is this: by focusing on two key components all writers can create the kind of content that generates interest and demand.

Whether you’re writing ezine articles or paid products or anything in between, there are two components that you need to develop in writing your content.

Before I explain how to weave both of these components into your content, let me first explain the reality of why these components are necessary in the first place.

People read for two basic reasons -

1. They want to be ENTERTAINED. Many people read because they enjoy a good story. They settle into their favorite chair and John Grisham whisks them off to the courtroom for a legal adventure or Sue Grafton captivates their mind in a “whodunit” or Nicholas Sparks unlocks the emotions with a love story. Or, maybe they head to the bathroom with a copy of National Enquirer to read about a three-headed alien who’s been dating Lindsay Lohan, whatever, they read to be entertained.

2. They want to be EDUCATED. There are other times when people read because they want to learn something. That drain beneath the kitchen sink is leaking again; a dormant website needs traffic; mom is coming to her house for Thanksgiving. Whether it’s a do-it-yourselfer looking to improve his home or an internet marketing looking to drive visitors to her site or a young wife looking to impress her mom with a mouth-watering turkey, people read to be educated.

So, those are the two basic reasons why people read.

There will now be a test. Close your books. Put away your notes. No talking or looking at anyone else’s paper.

What are the two reasons why people read? (No peeking!)

If you said “to be entertained” and “to be educated” then you get to continue. If you said anything else, it’s time for an XBox 360 break or a stiff cup of java or whatever it is you do to get your mind in gear.

People read to be entertained and/or educated. And when it comes to the art of sharing information as a part of your business, including BOTH parts are important.

Listen to me carefully. This is the “ultimate” mastery of your craft -

To teach readers something desirable to them in a way that they find enjoyable.

That’s the goal. Put a great big bull’s eye right there. And fire away.

So, let’s talk about some specific practices for each of these two components. How can you make your content entertaining? How can you make it educational?

Content Component #1: Entertain. There are many, many ways to make your writing a form of entertainment. Briefly, let me point you towards 6 methods of engaging your reader and making the consumption of your content an enjoyable experience for her…

* Analogies. A great way to keep your content flowing is to use a few analogies. That is, you compare one item to another item. Sure, I could have said earlier “writing is easier for some than others”. But, with just a few extra words I instead said, “They swing words like Tiger Woods swings a 5-iron. They can spot a good paragraph like Warren Buffet spots good investments. They write like Tom Hanks acts. Even though they practice their art form, it comes easy to them.” Honestly, which is a better read?

* Humor. A little chuckle goes a long way when it comes to the enjoyment factor of reading. Most everyone likes to laugh. (My apologies to those of you who don’t enjoy laughing. You may skip this and go immediately to the section marked “Don’t Have A Sense Of Humor”). Earlier, I built upon the analogy of Tiger Woods by comedically adding, “They swing words like Jimmy D. Brown swings a 5-iron.” By affording them the opportunity, you naturally make the reading experience more enjoyable. Does this mean you should make every attempt to be Jay Leno? Of course not. It just means when you have a chance to say something in a funny way do it. Don’t use too much humor and stay away from offensive humor, but by all means insert light-hearted fun when applicable.

* Acronyms. Another idea is to organize your content by using an “acronym”. I’ve used many in the past: “How To Keep Affiliates A.C.T.I.V.E. In Your Program”, “How To S.E.T.U.P. A Web Site” and “How To I.M.P.R.O.V.E. Your Writing” are just a few. In these instances, the words “Active”, “Setup” and “Improve” were used to reveal the various parts of the content. Not only do people love them (I’ve always gotten great feedback), but it also allows you to have something original that is uniquely yours.

* Storytelling. In a recent paid report I wrote, I opened with a story about me selling Grit newspaper back in the early 1980’s and I tied it into the fact that this was an early form of the modern affiliate program model. A good story always engages the reader. Especially when it is relevant to the point being made. Keep them short (don’t launch into the great American novel – this isn’t Hemingway for crying out loud!) and lively and they’ll only enhance your writing.

* Editorials. Opinions are like noses … everyone has one. So, why not share yours? To be sure, you may want to steer clear of any controversies that might damage your reputation and business, but don’t be afraid to get personal when you write. Many times I’ve mentioned my faith in Jesus Christ in my content. I’ve jumped up on my soapbox and preached about using integrity in your business dealings. I’ve gave my thoughts on a variety of issues that were relevant to what I was writing. And, you know what, it always gets the reader more involved in the process of consuming information. Either they agree or disagree (sometimes strongly) with what I’m saying, but they continue reading because editorials are interesting. Share your thoughts.

* Revelations. A simple way to get someone reading deeper into your content is to make a statement of something you’ll be sharing later int he content. It’s so easy to do. If you read back to something I wrote earlier in this article, you’d find this statement: “Before I explain how to weave both of these components into your content, let me first explain the reality of why these components are necessary in the first place.” Do you see how that works? I set the table for what I’d be revealing shortly. I whet your appetite. Consciously or (more likely) subconsciously, you got the point that something desirable was coming later in the article. This isn’t a new concept. Think about every newscast you’ve ever watched: “Coming up later in the hour, we’ll show you how…” and “Up next we’ll share…” Building interest breeds enjoyment — especially when you deliver the goods later in the content. So, those are just a few ways you can “entertain” your readers
and make the consumption of your content an enjoyable experience.

But, what about the other component? How do you “educate” them?
Let’s take a look.

Content Component #2: Educate. Certainly writers of all shapes and sizes know that the essence of “educating” a reader is to explain the subject matter in a way that can be clearly understood. That’s a given, right?

And certainly there are many ways to do this effectively. There isn’t a standardized formula that all content must adhere to in order to get it right. However, I do believe that there are three basic parts that should be included in virtually every piece of content written as far as those involved in selling information.

* Action Steps . If someone is intent on learning a process, they want to know the necessary steps involved in completing it. For example: If I want to learn how bake a cake, I don’t want a list of ingredients with the instructions “Mix these together”. I want a detailed, chronological list of what to do, step-by-step. Certainly, not all content is a “tutorial” (The very lesson you’re reading isn’t in step-by-step format) but, when applicable, always explain things in chronological,
reasonable steps. Preferably, in 9 steps or less to avoid the appearance that the process is too difficult to be accomplished.

* Brainstorming. Two of your favorite words as a writer should be, “For example”. The missing element of most information products and associated content that I’ve read is the use of “examples” and “ideas”. Most people present some information and then leave it to the reader to figure out how to apply that information for their own use. That’s usually not a good thing. Instead, it’s important to provide as many different examples, case studies, ideas, etc. as possible to give the reader a good idea of how to accomplish what you’re suggesting.

For example (Hmmm, bet ya didn’t see that coming, huh?): I could have simply said, “You need to entertain your readers” and “You need to educate your readers” and left it at that. Instead, I’ve been giving examples and ideas for doing each of these things. More than just information, readers crave application. They want to see the content in action; they want to see how they can use it themselves.

* Tips. Everything you write should have tips included. Everything. Tips come in many shapes and sizes: keys, tactics, techniques, ways, methods, options. As many of these as you can include in your writing, the better. All it takes is for one good idea that you’ve shared to satisfy the reader. If you share 10 ways to do XYZ and number 7 clicks with the reader, they’ll love you. It doesn’t matter what else you write in the content, they are happy because they learned something useful. Tips are the information publisher’s best friend. A veteran might read your material and already know 99% of what you’ve written, but that one tip on page 47 just floored them and they are esctatic. Share as many different tips as you can. Your readers will thank you later. Well, the grateful ones will.

So, there you have it, the two key components of your content. Don’t forget the goal with these:
To teach readers something desirable to them in a way that they find enjoyable.

When you begin to build THAT kind of content into your websites and blogs, you’ll have a site that will do more than impress the search engines, it will impress those who arrive at your site and take a look around.

Never forget this truth: search engines don’t buy what you’re selling. People do.

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Jimmy D. Brown is the author of “Affiliate Payrise“, teaching you a whopping 27 ways to increase your affiliate commissions!
Tired of “tiny” commission checks? Grab your copy today at… Affiliate Payrise

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If you are interested how you can make money with list building, you will be interested in Jimmy D. Brown’s List PROFIT System, a Step-By-Step List Building Guide on How To Build And Profit From Your Own Opt-In List