Category Archives for Lead Generation

How to Create a USP That Works

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our unique selling proposition (USP) explains to you and your audience why your products and/or services are preferable over someone else’s products or services. Figuring out and writing down your USP is an important part of helping you develop a profitable business.

To be able to create a working USP you’ll need to:

  • Understand Your Target Audience – Who exactly are they and what problems do they have that you can solve?
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    Get to Know Your Competition – How is your competition serving your audience?
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    Know How Your Product Provides Value – How does your product provide value and solve problems for your audience?
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    Know Why You Created It – Why are you the one who should create the product service that really works?

Researching each of the four points above will help you gather the information that you’ll need to write your USP. Using the information collected above, you’ll want to write your USP in a concise, creative way that connects you to your market and explains how you solve their problems and fill their needs differently from your competition, in a way that resonates with your customer.

To write your USP answer the following questions:

  • Product Name - Write down what you want to name the product.
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    Description of Product - Describe your product succinctly.
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    How Product Works - Explain how the product works.
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    How Product Is Different - Tell your audience how your product is different.
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    Why You Created the Product - Explain why you created the product or service.
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    Why They Should Buy It - Tell your audience which problems the product solves.
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    Explain the Guarantee – This is where you tell them they’ll get their money back, or somehow show them that trying your product or service is risk free.

To develop your USP, answering these questions will tell your customers (and anyone involved with your business) what you do, why you do it, and why someone should buy from you. That’s what the USP does. What makes it work is that it’s something you and your entire organization can look to when creating new products, services, or marketing for the products and services.

You need to be able to describe the unique benefit to your clients if they purchase your products and services. But, having a clear USP isn’t just beneficial to them - it’s beneficial for you and your organization too because you need something to focus on to keep your marketing messages on track.

The other way to make your USP work well is to have it be short and concise. After you collect all the information and answers, you’ll use it to write your USP. But you will narrow it down immensely. Your entire USP should not be more than a short paragraph of about 50 words or less that you can easily use. Sometimes your USP can become your slogan. Think of some famous slogans. If they answer who, why, how, what, when, where and make a guarantee, then it’s their USP. Think: “The chocolate melts in your mouth, not in your hand.”

Of course, you can use your USP to create an entire story that you can put on your about page to answer questions your audience has and expand on your short USP.

Tips for Publishing Your First Magazine

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efore you publish your first digital magazine it’s important to understand what’s important about publishing a magazine. You can increase your audience, give more to your current audience, and find a new income stream via either subscriptions of the magazine or advertising revenue. Here are eight tips to get you started.

  • Start with Building a Potential Subscriber’s List – Before you consider producing a digital magazine it’s important that you have people who want the magazine. Start with building a mailing list or two using the categories that you plan to cover in the magazine to attract the subscribers. Try creating one free report for each category that you’ll have inside your magazine to attract the subscribers. This will give you a good idea of whether the categories you’ve chosen are what your audience wants to cover.
  • Understand What Your Audience Wants – If you don’t know who your audience is, it will be very difficult to know whether or not they even want a magazine, much less what they would want it to cover. Be sure to survey your audience, poll your audience and engage them on various topic ideas for your magazine.
  • Make Your Digital Magazine Available in Multiple Locations – Once published, put your digital magazine into several formats so that it is available on the different tools your audience uses to read publications. It should be available to download directly as well as have the ability to read via mobile device and PC.
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    Use Every Feature You Can – Your audience wants to see images, pictures, audio and other high-tech features in your digital magazine. Using a system that allows you to use all these types of features is what makes digital publications even more lucrative than print publications.
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    Use Super High Quality Images and Content – When you create a magazine the art is more important than ever, as is the content. Due to the way a digital magazine looks, your audience is expecting even higher quality work than they are used to seeing from you already. You’ll need to ramp up your work to a new level.
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    Archive Back Issues – For SEO purposes, be sure to archive back issues on your website. You can make them viewable for members and subscribers only, but having them there will enable subscribers to look back to previous issues which most people love to do. Having the titles searchable is always good for SEO.
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    Decide How You’ll Monetize Your Digital Magazine – It’s important to think about how you will earn money on your new digital magazine. There are a couple of ways that you can earn money, such as selling ad space and/or subscriptions to the magazine. If you are interested in spreading brand awareness, look into giving a free magazine and selling ads. If you are simply looking for another money-making opportunity, you can sell subscriptions and ads.
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    Market Your Digital Magazine – No one is going to find your digital magazine, no matter how many different newsstands it appears in online, unless you market it. You’ll need to promote it to your email lists, your website subscribers, via social media and more. You can even ask subscribers to share it.

By following these tips for publishing your first magazine, you’ll be super successful in your new venture. You’ll increase brand awareness, create awesome new content for your audience, and make more money doing it.

Turning on the Customer Faucet

How to Use Lifecycle Marketing to Easily Drive More Customers and Double the Value of Your Existing Customers Today

Hosted by Small Business Expert Scott Martineau

Remember the Call to Action

When it comes to online marketing, nothing is more important than your “Call to Action” or CTA. The call to action tells the viewer what exactly you want them to do. Usually, when it comes to CTAs, less is more. You want your audience to have one or two choices of actions to take for each video, article, or whatever, no more. A Call to Action may be a request to buy, opt-in, and yet some will be share, some will be like, and you may ask people to just comment. There are different ways to do it all without seeming like a used car salesman.

You know that CTAs are important in all your written content, but you may not be so sure how to go about it with your video, or other content, or why it is so important.  But, the Call to Action is important in all your communication with your audience. Having said that, each piece of content, including video, will have a different purpose, therefore a different type of Call to Action.

Remember the Buying Cycle – Your Call to Action will depend on the part of the buying cycle that the content or video addresses. Some people will come to an article or video due to wanting to learn more information; in that case, they may want to “subscribe” so that they can learn more.

Use Specific Action Words – Instead of trying to be tricky when it comes to the words that you use for your Call to Action, let them know what they get if they opt-in, like, share or comment. For Example: “To get more videos or articles just like this please subscribe.” Another example: “If you want to enter the contest, answer the challenge question in the video below.”

Avoid Niche Jargon – It’s tempting to use words that are considered jargon within your Call to Action, but it is a mistake. You need to use CTAs that speak to your audience in a clear manner and that make no mistakes about what you expect from them.

Remember the Audience – Everything is always about your audience, and never about you. Everything you say and do needs to be something that shows that you understand their pain and can help them.

Think: One or the Other – When it comes to a good Call to Action, it is imperative that you do not give them too many choices.  You want to think in terms of “this or that” to ensure that they follow your CTAs smoothly.

Bumpers Work – A bumper is a picture or video added to the end of each video or content that gives them a Call to Action. The CTA can change depending on your purpose for the content or video. You can create various bumpers to add to the right video or content, depending on the purpose.

Have a Contest – A great way to draw attention to a Call to Action is to host a contest of some kind.  A contest can help encourage more shares of a video without even trying while drawing attention to a different CTA such as engagement via commenting.

Send Them to Another Video – A great Call to Action that is not often considered is to send them to another video or content via an annotation or link in the description. Sending your viewers to more of your content and videos is a great way to improve views.

The Call to Action is likely the most important part of your content and videos. Without it, people may not read or watch more, like your content or video, share it with others, or even comment. While it may seem like you are selling and yes, you hate selling, if you do not have a CTA in your content or video you will miss out on the benefits of having content and videos in the first place.

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