Gardening Business - Developing Your Elevator Pitch And Unique Selling Proposition (USP)

There are two (2) concepts that you need to understand and embrace if you want to succeed in business. These concepts are your Elevator Pitch and your Unique Selling Proposition.

The

Elevator Pitch

is:

  Email Design

Define Seo Marketing

1. a short summary of what you do and it is not really about trying to sell to soul. So instead of telling soul "I mow Lawns", you power say "We turn our clients gardens into Landscape Showpieces".
2. a pitch for other people's attention
3. what you tell people if you were in an elevator and you only have 30 seconds (or 100 to 150 words) to impress them or to engage them
4. a pitch for soul's attention telling them what you do and hopefully they will be interested to ask you for more information. It is an introduction to what you do and in the process you create some intrigue and hopefully generate some enquiry from the attender

Your

Unique Selling Proposition

is:

1. the reason (or the compelling Point Of Difference) your clients choose you over your competition
2. the foundation of your advertising program - it is what you communicate to your market-place. It may be your catchword or tagline.
3. the foundation of your professional image - Your image and brand are a result of making your USP, and your image and brand is carried through to all your livery - clause of article of clothing - uniforms, letterheads, business cards, magnetic stickers, automotive fomite signage, web sites, emails, flyers, brochures
4. the first impression new clients and prospects have of you
5. most probably more important to have than your Elevator Pitch

If you avoid or skip shaping your own USP, you'll struggle to grow your business.

Your Unique Selling Proposition is what you tell the market place through your Flyers, Leaflets, Website, Business cards, Brochures, Radio advertisements then on. It helps to prompt prospects and existing clients why you are different to your competitors. It is a summary of all the benefits (as opposed to all the features) you provide to your clients.

This Point of Difference (your USP) that you articulate may be something as insignificant as the location of your business, the way you carry out your service, or the speed of service delivery. So when you develop these concepts or catchwords don't say something like "We provide superior service", because anyone can say that. In other words there is NO point of difference here!!!

Famous examples of good Unique Selling Propositions include:

"You get fresh, hot pizza delivered to your door in 30 proceedings or less - or it's free."

Domino's Pizza:

FedEx:

"When your package absolutely, positively has to get there overnight"

DeBeers':

"Diamonds are forever"

You can see why the Domino's & FedEx catchwords are so effective because they are very specific with their mentions of benefits & guarantees. These catchwords or taglines are complete statements which can be verified by the client and they don't resort to merchandising hype words like "ultimate", "best", "greatest".

The "Advertising Age" voted the DeBeers' "Diamonds are forever" the best advertising catchword in the 20th century. Also, DeBeers would have benefited nicely from the exciting James Bond film and book with the same name.

In summary, with both the Elevator Pitch and your Unique Selling Proposition, you are communication to prospects and clients how you take Prospects with a Problem or Pain to other place where there is Pleasure.