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Blow your own Trumpet on your Business Website

Blow Your Own TrumpetI have found various meanings of Blow your own trumpet from the Internet.
Here is a selection:

We are generally taught to play down our strengths and in fact many people are quicker to point out their weaknesses then their strong points.

This is a bad idea for your Business.
This is a very bad idea for your Business Website.

There is something unique about your business and your organisation.
Find out what it is and then blow your own trumpet about it!


Unique Selling Proposition (U.S.P.)

I am not a big fan of jargon or marketing concepts. However there is nearly always something to learn from them.

The marketing concept Unique Selling Proposition (or Unique Selling Point or USP) was first proposed in the early 1940s to explain the pattern amongst successful advertising promotions. It was coined by Rosser Reeves and states that successful campaigns made unique propositions to the customers and that it was this that convinced them to switch brands.

Today the term has become commonplace in many other fields and refers to any aspect of a service or product that is unique and so sets it apart from other similar objects.


What does this mean to me?

You have a Unique Selling Proposition, even if you do not realise it.
Every organisation has one - you just need to identify it.

Reeves himself gives a precise definition of a U.S.P. in three parts:

  1. It must make a proposition to the customer in a clear fashion: “Buy this product and you will get this specific benefit
  2. The proposition must be unique – it must be one that your competitors cannot, or do not, offer
  3. The proposition must be so strong that it can pull new customers over to utilise your product

Once identified, it then needs to be broadcast to your customers.


Examples of Great Unique Selling Propositions

Head & Shoulders: “You get rid of dandruff”
Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less, or it’s free”
M&M’s: “Melts in your mouth, not your hand”

All these examples meet the three-part definition presented by Reeves.
In addition, they are also specific, descriptive and short. This helps keep the U.S.P. in your customer’s minds.


How to Get your Unique Selling Proposition across

This is where you tell everybody how good and successful you are, and why they should come to you.

On your Business Website, display your Unique Selling Proposition prominently and keep it in the same location on each page.
This will ensure consistency and mean your visitors will feel at home.

Experiment with different fonts and font-sizes.
Your U.S.P. should integrate with the rest of your Business Website harmoniously.

Ask for feedback from your colleagues, peers and friends – what may be good today may be great tomorrow by making a small change.

Do not be shy and hide your strengths.
Make sure they are one of the first things your visitors see!

The AB Publish control panel is intuitive and one of the simplest online interfaces on the Internet.
You can publish changes to your Business Website instantly and manage the contents from anywhere, anytime.
With this opportunity, shout out your benefits and your visitors will be more likely to become your customers.


Concluding thoughts on blowing your own trumpet on your Business Website

A simple 1..2.. step to remember:

1) Identify your own Unique Selling Proposition.
This will give you a phrased or slogan that focuses on your customer’s wants and desires not his needs.

2) Blow your own trumpet on your Business Website.
Blow it loud and clear and make sure your organisations U.S.P. is proudly and prominently displayed on your Business Website

Thu 14 April 2011 19:30:42

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