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Dan's Blog Archive
Deb's Blog
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Dan's Blog Archive |
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Internet Advertising vs Traditional Advertising Direct Mail Advertising - What it Teaches Isolate the Components in Your Ads and Determine What works for Your Dealership How Advertising Laws Are Established What is Your Unique Selling Proposition? Content Remains King - Internet or No Internet
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What is Your Unique Selling Proposition? It may seem that taking a diverse position is necessary when it comes to the RV industry, but it simply isn’t as strong in the eyes of the consumer as a single unique selling proposition. Your USP should be one unique, benefit rich selling advantage you are best suited to deliver.
Depending on your real
strength, biggest market void, or unfilled niche, your USP
might be one of the following:
The number of USPs are
endless. You probably already know what they are for your
dealership. If you don’t have a clear picture to work with,
you can brainstorm the unique qualities of your dealership
with members of your staff. Make a list of benefits that
you offer that your competition doesn’t. As you review this
list of benefits think of what that statement will mean for
the customer. Is it truly a benefit?
To determine if a
statement is benefit rich, state the USP and complete the
sentence with, “which means that . . .” For example: Our
Service Department has open hours 7 days a week. That is
a unique benefit to the customer that your competitors don’t
offer. Test this sentence with “which means that . . . we
can help you every day, because emergencies aren’t limited
to Monday thru Saturday. This message offers a solution
to a problem. Strong benefits that you place before your
customer should always offer solutions.
It's important you
determine what your USP is, has been, or should be, before
you move forward with your marketing program. Your USP
should be integrated into all aspects of your marketing
collateral. If you can’t determine what it should be consult
a professional marketing firm to help you. This is one area
that you can’t afford to ignore when developing your
advertising messages. It is foundational. It should go
without saying that you should always make certain you can
fulfill whatever USP promise you decide to associate your
business with.
Your RV Dealership is
unique. Make sure your potential customers know what you
have to offer on a consistent basis, by keeping your name
and your USP in front of them as often as possible.
Daniel Ball
President
DP Ball Advertising
440-285-8164
888-273-7763
Copyright ©2011 DP Ball Advertising
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Send the Right Message with Your Online Advertising and Know Who You Are Targeting Credibility on the Web: How to Build Trust What You Say Determines Who You Get Can You Really Judge Website Pages by Their Titles? Seach Engines do
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::: direct response :::
message from
dan ::: representation :::
integrity in marketing :::
pay-off now advertising ::: |
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Dan Ball has 25 years of experience in RV Dealership Advertising.
His company, D.P. Ball Advertising, specializes in developing very
strong, aggressive advertising concepts and benefit rich messages
that generate an immediate consumer response.