The Promise of Emotional Gratification
In my last post, I talked about the importance of building your preferred customer(s)’ Demographic and Psychographic Profiles as a way to tap into delivering the promise of the emotional gratification that contributes to a customer’s buying decisions.
The Demographic and Psychographic Profiles provide the foundation for crafting and delivering consistent and effective messaging for your preferred customers. Translating those profiles into messaging that your customers respond well to is the opportunity. To accomplish the messaging, it is helpful to build a Marketing Positioning Paragraph that speaks to those customers and engages them. Once you build that paragraph with language that your preferred customers will respond to based on their demographics and psychographics, you can use that paragraph as the baseline for all kinds of marketing and sales activities.
Your Preferred Customer Profiles tell you who your customers are (demographics) and why they buy (psychographics). That information opens the door to the words and phrases that they will connect with most. The next step is to build the 2 high impact phrases that capture the power of your promise. Those elements are the Unique Selling Proposition (USP) and the Positioning Statement.
Your Unique Selling Proposition (USP)
The Unique Selling Proposition is akin to a tag line, but is built very specifically to reflect the promise of emotional gratification that your customers are seeking, using words that will magnetize them to your offer(s) based on their Demographic and Psychographic Profiles. We all buy on the promise of an emotional gratification, whether, it’s a pair of socks, a phone, a car or a house.
The USP is a short, vague phrase that allows the customer to fill in the blanks about the promise those words provide. An example of a well known USP is Nike’s “Just Do It” campaign that started in 1987 and is still going strong, or Chase Bank’s “Chase What Matters” from 2008. In 2013 they changed it to “So You Can.” These are open-ended phrases that conjure up the promise their customers are seeking. USPs are a key element of a company’s branding strategy. It’s the shortest, most high impact phrase that you can use to express the promise you offer your customers.
Your Positioning Statement
The Positioning Statement is also a phrase that can be used to redefine what you offer in a way that sets you apart from your competition. The typical example is for a company that sells widgets. A bland positioning statement for that company would be “We sell widgets”. A more inviting positioning statement for the same company would be “We are widget applications specialists,” giving the impression that they can show you the best uses of their widgets.
Building your USP and Positioning Statement give you an edge over other businesses that haven’t done this. Coupled with your company’s name, it is the shortest and most powerful way to magnetize your preferred customers to you.
Your Marketing Positioning Paragraph
Once you have built your Demographic and Psychographic Profiles, USP and Positioning Statement, the last step is to build a Marketing Positioning Paragraph that contains the USP, Positioning Statement and includes the words and phrases that will magnetize your customers to you while describing concisely the products and/or services that you are offering and a bit about the kind of customer experience you offer. This paragraph serves as the common thread for all marketing and sales activities and can be re-purposed in many ways. It gives your sales team a consistent way to talk about your goods and services that is specifically targeted to your preferred customer(s).
In my last post, I offered special pricing on a 5-hr. package for $500 to help you build your messaging. It includes collaboratively building your USP, Positioning Statement and Marketing Positioning Paragraph. I am extending that offer here.
Call Janice at 707-326-5681 to build your marketing elements that will attract your preferred customers to you.