Deciphering Marketing Lingo: Whats the Difference between a USP, Single Message and a Tagline?
Maybe you've heard these different marketing terms, maybe you haven't. Either way, 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 and valuable about your business, product or service? And it must be unique and valuable to your prospects or ideal clients, not just to you.
It may be an inherent attribute of your product or service (it's the only blue widget available and blue is the color your ideal customers prefer) or it may be something you create. I created the USP for my business, 10stepmarketing.
There are many marketing training programs and educational products available. But there were none I could find that taught small business owners how to create and implement their own 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 5 years ago - I created it and built my business around it.
Your USP is an idea or a concept. It is not the exact words you feature in your marketing. You will however use it to write and create your marketing messages.
Single Message
This is what you say about your business, product or service when you market. It is the one key idea or message you include in all of your marketing. It may be very closely related to your USP, but it may not be exactly the same.
You will determine your single message AFTER you determine your USP. Additionally, look at your single message as the one thing you could tell your prospects to change their mindset about your product or service, from what they currently think to what you WANT them to think.
It is usually written in the form of a short statement or sentence. Its job is to take your prospects from what they think now to what you want them to think. Most likely you will NOT feature your single message in your marketing materials exactly as you have written it in your marketing plan.
The idea will be communicated, but you will very likely use different words in your actual marketing materials. For 10stepmarketing, my single message is "If you can answer 10 questions, you can successfully market your business." (In my case, I turned my single message into a tagline because it was succinct, it communicated exactly what I wanted, and frankly, it just WORKED!)
Tagline
Your tagline is an actual line of marketing copy you write to sum up what you do, or what you want your prospects to know about your product or service, or a key benefit they will reap if they purchase. You will draw on your USP and your Single Message to help you craft your tagline.
This is the only one of all three (USP, Single Message, Tagline) your prospects will see exactly as you have written it in your marketing plan. As stated above, my tagline for 10stepmarketing came directly from my single message. This is not usually the case, but it just happened to work out that way.
You may have the same situation. Your USP or your Single Message may be so spot-on you choose to use it as your tagline. As long as your tagline 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 tagline or any other message or copy in front of your prospects. If "what's so great" is obvious, your copy or tagline is probably already very customer-focused.
If you can further drill down to a more specific customer benefit when asking 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.
(C) 2005 Debbie LaChusa
20-year marketing veteran Debbie LaChusa created The 10stepmarketing System to help small business owners successfully market their business, themselves, without spending a fortune on marketing. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com
 Google News Updated : Sun, 12 Oct 2008 17:51:10 GMT "Chihuahua" bites Crowe, DiCaprio at box office - Reuters Reuters - LOS ANGELES (Reuters) - The new terrorism thriller "Body of Lies" failed to take the top spot at the weekend box office in North America on Sunday, becoming the latest victim of moviegoer aversion to movies dealing with Middle East intrigue. 'Chihuahua' still has bite in second weekend at box office ‘Body’ Talk, Baby Talk Publ.Date : Sun, 12 Oct 2008 16:19:10 GMT Lisa Marie Presley delivers twins: report - Reuters
Reuters - LOS ANGELES (Reuters) - Lisa Marie Presley, Elvis Presley's only child, gave birth to twin baby girls on October 7, celebrity news TV show "Entertainment Tonight" said on its website on Saturday. Twin girls for Lisa Marie Presley Lisa Marie Presley Welcomes Twin Girls Publ.Date : Sat, 11 Oct 2008 17:17:01 GMT Stem cell promises, obstacles remain four years after bill's approval - San Jose Mercury News San Jose Mercury News - EDITOR'S NOTE: This is first of a two-part series examining the progress and potential pitfalls in California's $3 billion stem cell research program. Researchers find easier way to make stem cells New method generates stem cells safely from mice Publ.Date : Sun, 12 Oct 2008 16:34:39 GMT Spotlight on Apple notebooks: 1989 to 2008 - CNNMoney.com
CNNMoney.com - On Tuesday, Oct. 14, Apple will unveil the latest addition to a long line of portable computers that dates back nearly 20 years - to the ungainly, 15.8-pound “Macintosh Portable” that PC World named the 17th worst technology product of all time. This week in Apple: New notebooks, new writers, and more Woz Don't Buy A Mac Laptop* Publ.Date : Sun, 12 Oct 2008 15:23:15 GMT US-POLITICS Summary - Washington Post
Washington Post - WASHINGTON (Reuters) - Democrat Barack Obama has opened a 6-point lead over Republican rival John McCain in the US presidential race, according to a Reuters/C-SPAN/Zogby poll released on Sunday. John McCain and Sarah Palin try new tactics Pittsburgh Paper Picks Obama, Pans on McCain/Palin Ticket Publ.Date : Sun, 12 Oct 2008 15:22:18 GMT Texas new No. 1 in coaches poll after wild college football weekend - USA Today
USA Today - By Eddie Timanus, USA TODAY The date won't quite live in infamy, but college football followers should remember Oct. 11, 2008, for a long time. Kansas fails to move up in polls Texas grabs top ranking in AP Poll Publ.Date : Sun, 12 Oct 2008 17:18:35 GMT Obama Gains in States Such as Iowa, Florida Give National Boost - Bloomberg
Bloomberg - By James Rowley and Kristin Jensen Oct. 12 (Bloomberg) -- Democratic presidential candidate Barack Obama is moving ahead in a series of new polls from Florida to Iowa, gains that are helping him maintain a national lead over Republican John McCain. Video: Kids Vote On Campaign '08 Newsday poll: Obama has double-digit lead on Long Island Publ.Date : Sun, 12 Oct 2008 15:51:54 GMT More Web Site Traffic |
PARLOT::Ebooks, Scripts,
Websites, and more... Most people mistakenly assume that when you talk about marketing,... Read More I don't know about you, but I secretly love watching... Read More Here are some quick techniques you can put into place... Read More Have you ever studied your best donors and wished you... Read More Most entrepreneurs first write their business plan and then develop... Read More A database is more than a simple list of names... Read More The famous P.T Barnum once said, "Without promotion, something terrible... Read More Brochures are a great way to get your message across.... Read More As an educated professional, your success is based on what... Read More Let's continue to discuss the various marketing principles that are... Read More Wondering how to get new patients into your practice? Wondering... Read More Every day I talk with professional service providers who do... Read More If you use promotional products you probably already know the... Read More We all know the familiar adage "if it walks like... Read More The N-word! We all know the value of networking and... Read More There are many ways to reach out and find the... Read More Your business success depends on your ability to promote your... Read More If you want to uncover a little secret about how... Read More If you don't get this right, you can just forget... Read More The trick to a good promotion is to attach your... Read More For many of service-based businesses out there, it's not that... Read More Having run a multi-state franchise company with multiple brands it... Read More In a world that is spinning out of control; with... Read More Our ego can get in the way of marketing our... Read More "Networking is a waste of time," said JoAnne, owner of... Read More
Adsense
websites
Strategic Marketing and Tactical Marketing Know The Differences And Profit
Sell More Online By Offering a Big Fat BONUS!
7 Cheap & Easy Ways To Get Prospects
Where to Look for New Donors for Your Fundraising Letter Appeals
Let Your Survey Write Your Business Plan
Benefits of Developing & Maintaining a Database
Do You Make These 5 Common Marketing Mistakes?
Receiving a Brochure Printing Quote
Why Smart People Dont Know How to Market
How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 4
5 Tips on Establishing Yourself As An Expert In Your Community
Getting Your Services Used
How to Turn Your Promotional Products Expense Into a Profit Center
Marking Your Territory
Sowing and Growing Your Network
5 Great Ways to Reach Your Target Market
Self Promotion Brings Business Success
John Kerry, Amazing Direct-Marketer!
Have Something Good To Say
Promotional Bags: Your Company Details on Parade
You Must Get Going If You Want To Get Growing
Generational Marketing
Simplicity In Marketing
Marketing Without Ego
Networking: The Cost of a Connection
Affordable and Reliable Web Hosting Starting at $4.49/Month
Direct Marketing: Overlooked, Underappreciated, and Unstoppable
Every business needs customers, but more importantly every business needs... Read More
5 Ways To Entice Your Parallel Market to Trade Links
Lots of people get confounded when attempting to exchange links,... Read More
Customizing Booklets By Industry or By Company
Customizing booklets can be done by industry or by company."110... Read More
Your Marketing Message
Your message is first among your weapons in the battle... Read More
How to Promote Yourself Or Your Company Through Award Competitions
There isn't a day that goes by that I don't... Read More
Five Deadly Small Business Marketing Mistakes
Here are some marketing mistakes that take a heavy toll... Read More
Getting The Big Picture Series: Part 2-Whats Beneath The Surface?
When you take a piece of gold to a pawn... Read More
Are You Marketing Backwards?
Marketing is like rowing a boat. When you know how... Read More
Trade Show Display Booth ? A Marvelous Contact System
Trade show booths are one of the best direct contact... Read More
10 Start Up Marketing Tips
This list has been compiled as a result of years... Read More
How to Give Your Biz a Boost with a Summer Marketing Makeover
Are you on track for hitting all your business goals... Read More
7 Ways a Copywriter Can Help Your Business Succeed
Think you can't afford to hire a copywriter? Think again.... Read More
Utilizing Your Best Hidden Asset To Increase Sales
You probably already have in your possession one of the... Read More
Marketing with Special Reports. 5 Ways to Develop Content Your Prospects Cant Wait to Read
So you've decided to start publishing an e-newsletter, or you'd... Read More
25 Ways To Make Your Next Direct Mail Campaign Work
This list contains 25 powerful strategies to improve your direct... Read More
Integrity and Marketing - Finding the Right Balance
When marketing themselves to leads and prospects there are five... Read More
Marketing With Brochures
With the explosion of the internet and online businesses many... Read More
Business to Business Direct Mail Offers that Say Free
In direct mail, the offer is the incentive or reward... Read More
Calling All Carbon-Based Lifeforms
Many businesses want to market to all carbon-based life forms.... Read More
How To Start A Mail Order Business
The Mail Order business is not a business of itself,... Read More
A Great Marketing Model ? Utilizing the Power of OPM
Staying ahead of the marketing curve seems to be a... Read More
Listen To What The Marketing Experts Say
But more importantly, watch what they do. If you do... Read More
Five Most Common Mistaken Beliefs About Joint Venture Marketing
Apart from being the fastest, easiest, and most profitable strategy... Read More
10 Steps to a Great Newsletter
A newsletter can be a wonderful, economical way to communicate... Read More
Effective Marketing for Small Businesses
Effective marketing for the small business begins with market researchIf... Read More
Marketing |