During the check-in portion of a recent quarterly session with a client, several team members mentioned that their Marketing Strategy was “not working.” When we dug deeper during the Vision/Traction Organizer (V/TO™) review, everyone agreed they had the correct Marketing Strategy – they just didn’t know what to do with their defined 3 Uniques.
If you’ve experienced this same issue – you’re not alone! Many teams struggle to put their marketing strategy into action – especially without a dedicated marketing person on the team who “gets” marketing.
Luckily, you don’t need a marketing genius to get started! Here are three simple ways to use your 3 Uniques in your marketing efforts.
1. Create a Standard “About Us” Description
To communicate consistently and effectively with prospects and customers, every company needs a standard description of who they are and what they do. This is a great place to showcase your 3 Uniques – demonstrating what makes your company different and why people should choose to buy from you.
Here’s a simple example from one of my clients:
A leader in the bulletproof industry, Total Security Solutions has decades of experience and is guided by three core principles: customer service, customization, and speed. Our design and installation experts will work hard to deliver a customized, bullet resistant system that meets your customer needs, looks beautiful, and fits your budget.
Keep it simple! Just two or three sentences will get your point across effectively. Now, update your printed marketing materials, website, social media profiles, and sales proposal templates with your new language to deliver a consistent message on all channels.
2. Craft a 30-Second “Elevator Pitch”
Every employee in your company should be able to describe who you are, what you do, and why you’re different. And they should be able to do so consistently and passionately! Using the About Us blurb as a starting point, craft a 30-second script that describes your ideal customer, what pain points you solve for them, and what sets you apart.
For example:
The AmazingIT team works with small businesses with less than 100 employees who are frustrated with keeping their computers and mobile devices updated, running smoothly, and safe from cyberattacks. We do three things really well:
- 24/7 Service – by text, phone, email, or in person.
- Simplified Pricing – Flat monthly fee based on the number of people (not devices) supported
- Support without Geek Speak – Our technicians know how to talk to real people, and won’t make you feel stupid for not knowing what a firewall is.
Our clients tell us that they appreciate the peace of mind we give them, so they can stay focused on the business of running their own businesses.
Next, you’ll need to teach it to your team. Have them practice delivering it enough that it rolls off the tongue without sounding rehearsed or sales-y. It may sound like a lot of work, but imagine having all those extra “salespeople” out there spreading the word about your company consistently and passionately!
3. Create a “What Makes Us Different” Webpage or Video
Once you have standard language that conveys your 3 Uniques, you have the building blocks you need to create a “What Makes Us Different” webpage or video. Call it whatever you want – the XYZ Experience, Why Choose ABC Corp, etc. Make sure it helps prospective customers discover what sets you apart and why they should buy from you.
For example, Total Security Solutions made a great video to showcase their 3 Uniques:
Remember to keep it simple. Just tell potential customers what makes you different. Share your 3 Uniques with a little color commentary. Spice things up with a few pictures and customer quotes. Then share it with the world.
Keep It Simple, Start with the Basics
Try not to get overwhelmed by all the things you could do to integrate your 3 Uniques into your marketing strategy. Start with the basics, add your other ideas to your marketing issues list, and chip away at them over time.
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