Image of old vintage Avis Unique Selling Proposition that really helped grow their business.

In Closing: Your High Growth Unique Selling Proposition

Getting your USP right is not quick and is not easy, but when you get it dialed in right, it carries your business. It explains to people in very few seconds what your company is all about. It allows people to know what you can do for them, without requiring them to think. But…. Getting…

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Image shows a woman talking into a metal can with a string attached and is representative of communication, or in this specific instance, communicating your Unique Selling Proposition to the market.

How to Communicate Your High Growth Unique Selling Proposition

Communicating your USP starts while you’re testing it, and continues after you think you’ve got it right. When you come to the realization you’ve got a product that solves a real solution and you’ve dialed in your messaging (via A/B testing) to where people are responding and buying, you get active. You talk to people…

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Image business meeting representing a customer and/or prospect giving feedback, in this instance on how the USP meets its needs.

How to Test Your High Growth Unique Selling Proposition

Once you’ve developed what you think is a good USP, how do you test it? There are two ways that make sense. Of course, if you think of more, let me know….. Talk to People Which people? With the people you previously interviewed. How do you test it? Setup another interview and this time tell…

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Image shows the iterative process of creating a high growth Unique Selling Proposition.

How to Craft a High Growth Unique Selling Proposition

Once you’ve got background information on the whole USP thing, how do you craft YOURS? I found a great method described in a blog post titled 5 Ways to Develop a Unique Selling Proposition. The title is, however, a bit misleading. In two ways: 1) It’s not that you pick the one you like best.…

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Image shows a jungle overgrowing and walkway. It is representative of the idea of a High Growth business fueled by a strong Unique Selling Proposition.

How to Figure Out a High Growth Unique Selling Proposition

So…. How do you create a great USP? The short answer is….. Slowly, through iterations. But…. And this is critical….. If you don’t have data to back up your USP, you don’t actually have a USP. If you’re declaring your USP and you don’t have data to back up with you’re saying, you’re just making…

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Image of old vintage FedEx logo and tagline. The old USP was fantastic and told you EXACTLY what you can expect as a FedEx customer.

Examples of Fantastic and Terrible Unique Selling Propositions

Some brands have experienced impressive growth during periods where they used a really effective Unique Selling Proposition (USP), then lost market share later when they stopped. This has occurred often enough that there seems to be a clear pattern. Having said that, the people who changed the USP later thought for whatever reasons, they were…

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Image shows a Volkswagen Beetle (cira 1960 to 1970 ish) which is representative of an exceptionally great ad campaign which positioned small cars as “cool”.

Very Important Ideas About High Growth Unique Selling Propositions

Sometimes, for your message to get through, it’s necessary to (metaphorically speaking) hit someone over the head with a message that effectively says “What you know is wrong”. Dispelling Myths A YouTube science educator named Derek Muller has a Ph.D. in teaching physics through video. His PhD thesis is titled Designing Effective Multimedia for Physics…

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Image shows robots being assembled in a factory. It is intended to invoke the idea of “The Customer Factory” which is a model of monitoring and measuring customer acquisition activities.

How The Customer Factory Helps You Achieve Massive Growth

When you get your USP right, EVERY “flow” of The Customer Factory is better. Monitoring The Customer Factory for your business tells you if your USP is working. The Customer Factory I learned this idea from Ada Ryland here in Austin, TX who provides consulting services to early stage startups. She did mentioned who she…

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Image of giant sequoia redwood tree as a representative of “massive growth” within the context of your business, which is achieved in part by figuring out your Unique Selling Proposition.

How Your Unique Selling Proposition Fuels Massive Growth

How are your USP and your UVP different? It depends who you ask. When you Google for USP vs UVP, you get various answers. Some people say they’re different. Others say they’re the same thing. My personal favorite is from the website of Jill Konrath, a Sales Strategist. Her definitions are: UVP: A clear statement…

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This image illustrates how focusing on what you provide to your customers that your competitors don’t helps you create your Unique Selling Proposition

Why a Great Unique Selling Proposition Creates Massive Growth

This article provides examples of how a USP that IS MEANINGFUL, has created massive growth for companies. These are real examples taken from real companies (some old, some new), whose USPs helped them achieve dominance in their markets. This article is part of a series of articles. To read the lead article in the series,…

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This image shows a vintage ad for M&Ms candy, with the Unique Selling Proposition clearly identified, which is “The milk chocolate melts in your mouth, not in your hand”.

Creating Your Unique Selling Proposition (Brand Strategy)

A great Unique Selling Proposition (USP) will cause the market to pull your business along. You’ll have trouble keeping up. A mediocre one makes you just like everyone else. Your USP, is the simple idea that explains to someone in very few words what your business does for them that they won’t get from someone else. A…

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An image showing a traditional sales funnel.

How to increase leads and revenue with Pipeline Marketing

What is Pipeline Marketing? At its core, Pipeline Marketing is nothing more than the attribution of “credit” for generating revenue, across various activities that are required to capture a lead, nurture a lead, close a sale, and even later resell or upsell the customer. How Does it Differ from Lead Generation? With Lead Generation, the…

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Increased website interaction on various types of devices

How to increase user interaction on your business website

Best Way to Increase Web Visitor Interaction Increasing visitor interaction has a wide range of benefits online. All other things being equal (which is never fully the case, but the guidelines still hold true) websites that have more visitor interaction rank higher. The aspects of user interaction which directly support your SEO are: Links to…

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A Minimum Viable Product (MVP) is: "[the] version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort" — Eric Ries.

What makes a good Minimum Viable Product?

Have you (or has anyone you know) failed with “Build it and they will come.”? I’m currently reading The Lean Startup in preparation for us developing a software product which will make content marketing both easier to learn and easier to do on a day to day basis. While I know there is need for…

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Capturing visitor information on your website allows you to follow up via email marketing or marketing automation.

Mautic Marketing Automation | Types of Forms

This post is part of series of Posts providing documentation about the Mautic open source marketing automation system. The main or parent post of this series is…. Mautic Overview | Low Cost Open Source Marketing Automation for Small Business Mautic provides the ability for one way integration’s into various other systems: social media marketing, email…

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small business marketing execution is more important than strategy

Small Business Marketing Execution is More Important Than Strategy

Well, not really. But being in motion is better than not being in motion. So while the people who tell you to work on strategy before you execute on your small business marketing strategy have a very valid point, I’ve met too many small business owners who work on strategy and take only the smallest…

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How do you know which small business marketing companies are worthy of your trust (and money)

Marketing Companies for Small Businesses | Generating Leads on a Budget

The Problems with Small Business Marketing…. Are that you hear experts contradict each other. Too many falsely pitch “the easy way” that doesn’t work. Trial and error is expensive. Sometimes VERY expensive. And the solution to small business marketing is simultaneously both simpler and more complex than what most people think. It’s also not the…

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you can build a business by providing a starting and growing a community who gets what you're doing and is likely to buy your products and services

How to Market a New Business and Generate Interest by Building a Community

You’ve Heard This All Before, But… Let me just get that out of the way. I’m pretty sure nothing in this article will be new to you, so my goal is not to present a mere list of ideas, but rather to present a set of priorities. As a small business owner you wear many…

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Inbound marketing is a way of generating leads, marketing automation is a way of nurturing leads.

The Value of Combining Inbound Marketing with Marketing Automation

Inbound Marketing is… Attracting visitors to your website and converting website visitors into leads. This is done by: Publishing content Social media promotion Getting the attention of the search engines Capturing email addresses through gated content (eBooks, videos, etc). I know the above list makes light of the consistency of publishing that is required, but…

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Capturing visitor information on your website allows you to follow up via email marketing or marketing automation.

Mautic Marketing Automation | Integrating MailChimp into Your Mautic System

This post is part of series of Posts providing documentation about the Mautic open source marketing automation system. The main or parent post of this series is…. Mautic Overview | Low Cost Open Source Marketing Automation for Small Business Mautic provides the ability for one way integration’s into various other systems: social media marketing, email…

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How to install the Mautic tracking pixel onto your WordPress website using the Mautic WordPress plugin

Mautic Marketing Automation | Installing the Tracking Pixel on Your WordPress Website

This post is part of series of Posts providing documentation about the Mautic open source marketing automation system. The main or parent post of this series is…. Mautic Overview | Low Cost Open Source Marketing Automation for Small Business This specific post shows how to add your Mautic tracking pixel to your WordPress website. Video…

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How to import multiple CSV files into one Mautic Marketing Automation lead list.

Mautic Marketing Automation | Updating a List from Multiple CSV Files

This post is part of series of Posts providing documentation about the Mautic open source marketing automation system. The main or parent post of this series is…. Mautic Overview | Low Cost Open Source Marketing Automation for Small Business This specific post shows shows how to add leads from multiple CSV files onto one Mautic…

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Importing Leads into the Mautic Open Source Marketing Automation System from another system.

Mautic Marketing Automation | Importing Leads onto a List from CSV Files

This post is part of series of Posts providing documentation about the Mautic open source marketing automation system. The main or parent post of this series is…. Mautic Overview | Low Cost Open Source Marketing Automation for Small Business This specific post shows how to import leads into the Mautic Open Source Marketing Automation system…

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Creating a new List and updating the list as an action within a from within the Mautic Open Source Marketing Automation System

Mautic Marketing Automation | Creating a List, Adding it to a Form

This post is part of series of Posts providing documentation about the Mautic open source marketing automation system. The main or parent post of this series is…. Mautic Overview | Low Cost Open Source Marketing Automation for Small Business This specific post covers the topics of….. Creating a List and Adding a List to a…

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Mautic open source marketing automation is the low cost big function alternative to Marketing, Pardot, Act-On, InfustionSoft, Hubspot, etc.

Mautic Marketing Automation | Creating an Asset, an Email, and a Form

This post is part of series of Posts providing documentation about the Mautic open source marketing automation system. The main or parent post of this series is…. Mautic Overview | Low Cost Open Source Marketing Automation for Small Business This specific post covers the topics of….. Creating Assets, Emails, and Forms This post provides detailed…

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Mautic is an open source marketing automation system bringing the power of big budget marketing automation to small businesses.

Mautic Overview | Low Cost Open Source Marketing Automation for Small Business

One thing small business has NOT had access to was cheap reliable marketing automation. For those of you who are brand new to marketing automation, it is very sophisticated email marketing (and potentially with social media messaging added in the future) that allows for “flows” where the next email sent depends upon whether the last…

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The future of small business SEO and Inbound Marketing is DIY.

Why the Future of Small Business SEO and Inbound Marketing is DIY

It’s because of economics Once upon a time, way back in 2010 or 2011, it was possible for a small business to buy a small business SEO package for $300 to $800 (sometimes a little more) that delivered results. The tactics that worked then are ineffective today. What were those tactics? Understand that SEO stands for…

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small business marketing strategies, small business online marketing, inbound marketing

Four Simple Questions to Help You Focus Your Marketing Strategy

Is Your Marketing Strategic or do you Wing it? When you wing it, you get wing it results, and for that reason it makes sense to be more strategic about how you approach marketing and sales. There are four very simple questions that can help you focus your thinking. Bear in mind that while the…

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guest blogging, inbound marketing

Guest Posting Generates Backlinks: Business Networking Between Websites

Guest Blogging is Still a Respectable Way to Be More Known For both yourself and your website. The comment Matt Cutts made several months ago about guest posting being done as a link building tactic is valid. Guest blogging had become a SPAM tactic with firms coming into existence to publish as many poor quality posts…

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ethical sales? ethical marketing? small business marketing

Ethical Marketing and Sales: Does it Exist or is Capitalism Too Competitive?

Are Our Role Models too Crooked? Examples of big corporation bad behavior is all to common. Wall St investment banks too bets with money that wasn’t theirs and created the 2008 global financial meltdown. To date not one Wall St investment banking executive has been charged with fraud in spite of the US Justice department…

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small business, smb, seo, search engine optimization

Survey Says: Small Businesses Owners are Willing to Pay for Search Engine Optimization Training

Per Search Engine Land: SMBs Want SEO Training An organization called the Local Search Association (LSA) conducted a survey of small business owners and the survey strongly suggests SMBs want training in search engine optimization. I find this very interesting, because when I provide an overview of what this takes to owners of small businesses,…

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small business problems, need more leads, need more hours in the day

How To Solve The Biggest Problems With Small Business (Time and Money)

A Steady Steam of Qualified Leads Brings Money But generating those leads takes time and effort, and when you’re already like the guy whose too busy to read the time management book, how do you “break out” of your daily routine to find more prospects? I’m going so far as to say the two biggest…

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small business marketing, customer acquisition

Small Businesses Acknowledge that Customers Are Critical to Their Success

Really? Businesses Need Customers? The title of this post is the actual first part of the opening sentence of an article published on emarketer.com titled “How Can Small Businesses Get, and Keep, Clients?“. The sentence goes on to say “48% of small-business owners (SBOs) worldwide said their customers drove their success”. I wonder what the other…

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inbound marketing, in-house vs agency

When to do Inbound Marketing In House vs Hire Agencies or Consultants

When to Hire Out? When to do In-House? Life is an endless series of trade-offs, and one big one is time vs money. Doing Inbound Marketing requires time, effort, and focus. The advantage of hiring out is that you save time, effort, and focus at the expense of money. The advantage of doing the work…

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small business marketing,

Marketing on a Small Budget? Get Results on a Low Budget with DIY Multimedia FAQ

You Have Experts Already You and your team know your stuff. Your prospects and clients have questions. Use the experts in your business to answer their questions in advance and publish them on your website, and depending on media format, elsewhere. I’m going to refer to what you publish on your website as “posts” for the…

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small business marketing, always be testing, inbound marketing, content marketing

Small Business Marketing, Always Be Testing, Online and Offline

What Exactly Are You Testing? Conversion events. To provide a context in which that answer makes sense, let me first talk a little about sales funnels. Your sales funnel is the buying decision your customers go through in the process of becoming your customer. I’ll illustrate this with an example and the example I’ll use…

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small business online marketing, inbound marketing, business blogging

Small Business Marketing Online: Free Can Be Very Expensive

Major Corporations Team Up to Support Small Businesses with Free Online Resource What could be wrong with major corporations teaming up to support small businesses with a free online resource? The major corporations in question are: Allstate, Capital One, LegalZoom, Microsoft, Office Depot, and Web.com. You probably buy from some of them already. The online…

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small business online marketing, seo, inbound marketing, content marketing

Why Small Business Online Marketing Services Don’t Attract Organic Traffic and Generate Leads

It’s The Economics, Stupid I’m not calling YOU stupid. That statement is directed at agencies and consultants who sell small business SEO packages for under $1,000 a month. Why? Because while SEO (Search Engine Optimization) adjustments made to your website was once enough to rank your website, it is no longer. While you won’t rank…

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content marketing, small business marketing, email marketing

Small Business Marketing Success with Content (Inbound) and Email (Outbound)

Successful Small Business Online Marketing Successful small business online marketing is built on very few pillars, and they are: Content, Social Media, and Email. The “secret sauce” you use when cooking up your winning recipe is consistency and perseverance. Businesses Need Consumer Attention But consumer attention is harder and harder to get. People lead busy…

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