Your Marketing Message

Your marketing & sales message must effectively answer the following four questions:

  1. Why should I read or listen to you?
  2. Why should I believe what you have to say?
  3. Why should I do anything about what you’re offering?
  4. Why should I act now?

These are very basic questions, but few sales people can fire back fast answers to any of them. There are all kinds of companies who are the greatest in the world, but can’t give you a really solid explanation of what they do or why it matters.

Your precise answer to these four questions is your Unique Selling Proposition. You must have this message clearly defined and focused. It must be written down and you must be able to repeat it in the middle of the night when your spouse wakes you from a deep sleep. Everything you do should answer those questions in a consistent way, whether directly or indirectly.

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