Marketing lingo for business

Marketing lingo for business
Marketing lingo for business 

What's the difference between a USP, a single message, and a tagline? You've heard these different marketing terms because they're essential to market your business successfully. Let me help to clarify the difference between them because you should have all three if you want to market successfully, and knowing what they are may be your first step to accomplishing all three for your business. 

Unique Selling Proposition

A unique selling proposition sometimes referred to as a USP, is the one thing that is unique about your business. It must be relevant to your prospective clients, not to you. It may be an inherent attribute of your product, and it's the only blue widget available, and blue is the color your ideal customers prefer, or it may be something you create. There are many marketing training programs and educational products available. Still, there were none I could find that taught small business owners how to create and install their marketing plan using a simple, step-by-step, question-and-answer method. So I created my marketing training program name and all to fill this void in the marketplace, and it became my created USP. It didn't exist when I first started training five years ago I created it and built my business around it. Your USP is an idea or a concept, and it is not the exact words you feature in your marketing. You will but use it to write and create your marketing messages.

Single message

This is what you say about your business when you market, and it is the one key idea or message you include in all your marketing. It may be very related to your USP, but it may not be the same. You will determine your single message after you conclude your USP. Look at your single message as the one thing you could tell your prospects to change their mindset about your product from what they currently think to what you want them to think. It is written in the form of a short statement, and its job is to take your prospects from what they think now to what you want them to think. You will not feature your single message in your marketing materials precisely as you have written it in your marketing plan. The idea will be communicated, but you will very likely use different words in your marketing materials. For 10 step marketing, my single message is if you can answer ten questions, you can successfully market your business. In my case, I turned my single note into a tagline because it was succinct, it communicated what I wanted, and frankly, it worked!

Tagline

Your tag line is a line of marketing copy you write to sum up what you do, or what you want your prospects to know about your product or a key benefit they will reap if they buy. You will draw on your USP and your single message to help you craft your tag line. This is the only one of all three USP, a single word, tagline your prospects will see as you have written it in your marketing plan. As stated above, my tag line for 10 step marketing came directly from my single message. This is not usually the case, but it coincidentally worked out that way. You may have the same situation, your USP, or your single word maybe, so spot on you use it as your tag line as long as your tag line communicates a customer-focused message that's great. Always ask yourself the question what's so great about that? When you are thinking of putting a tag line or any other message or copy in front of your prospects. If what's so great is visible, your copy or tag line is already very customer focused. If you can further drill down to a more specific customer benefit when posing this question, then you are still in business-owner feature land, and you will want to keep asking what's so great about that? Until you can't drill down any further.

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nwldg: Marketing lingo for business
Marketing lingo for business
What's the difference between a USP, a single message, and a tagline? You've heard these different marketing terms because they're essential to market your business successfully. Let me help to clarify the difference between them because you should have all three if you want to market successfully, and knowing what they are may be your first step to accomplishing all three for your business.
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