Mulkey Communications

According to Rosser Reeves, author of Reality in Advertising, your unique selling propostion (USP) should be one that your competition cannot or does not offer. And the benefit offered should be so powerful that it attracts numerous new customers. And not just new customers, perfect customers! Stacey Hall and Jan Brogniez, authors of Attracting Perfect Customers, believe you can attract exactly the customers or clients you’re looking for.

Answer the ten questions below to discover how well you’re using your unique selling proposition to attract your ideal customers.

1. What is your unique selling proposition, the one thing that differentiates your product or service from all of your competitors?
2. Can you define your ideal customer or client—how they behave, where they live, their purchasing habits, the amount of money they have to spend on your product or service, how they pay, how they interact with your staff, how they regard your organization, how they tell others about your product or service, etc.
3. Are your ideal customers aware that your product or service exists? If so, are they aware of your unique selling proposition?
4. Specifically, what do your ideal customers expect you to deliver? Do your ideal customers’ expectations match up with your unique selling proposition as well as what you’re currently delivering?
5. How effectively do your marketing, sales and public relations efforts and corporate communications convey your unique selling proposition to your ideal clients?
6. Do all of your promotional materials, letterhead, signage, website, etc. complement one another in design and message, accurately convey your unique selling proposition and appeal to your ideal client?
7. Do you have a marketing and sales plan designed to attract your ideal customers, including annual goals, intermediate goals, budget, action steps and accountability?
8. Do you have a public relations plan to attract your ideal customers, including annual goals, intermediate goals, budget, action steps and accountability?
9. Do you know what percentage of potential customers in your market area would identify your organization first when asked to list the providers of the product or service you offer? What percentage of your ideal customers would identify your organization first?
10. How do you track the effectiveness of the money spent on your marketing and sales efforts? For example, suppose you ran a radio ad for eight weeks. At the end of this period, would you be able to determine how many customers purchased your product or service as a result of that ad?

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