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Building Critical Mass in a Change Management Programme
A change management programme succeeds only when the change in processes and outcomes become embedded in day-to-day business. For a change programme to be embedded into day-to-day business, a critical mass of employees and managers must be emotionally tied to the change in business outcomes and the change in processes which deliver the change in outcomes.What does it mean to be emotionally tied?The old metaphor of the chicken and the pig demonstrating the difference between commitment (emotio

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 for

Soccer Versus Football: Sports and Sponsorship the American Way
There is a reason why Americans are disillusioned with what the rest of the world calls football. In addition to being a low-sometimes-no-scoring game, soccer lacks the level of aggression that so defines the American culture. The methodical focus and relative politeness of soccer makes matches monotone to American-breed sports senses.Absent in soccer are the pretentious--even brass--players who know that part of the game involves putting on a good show for the viewing audience and sponsors. In foot

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.

It is usually written in the form

Globe Your Business
and the world is yours…In America today, our population flirts with a population of 300 million. There are over 150 nations represented in that 300 million. Whether by means of divorce or the exercise of choice, women are rapidly entering and advancing in the workplace. Senior citizens account for approximately 25 percent of the population, many of whom continue to work and be active and productive. Teenagers and young adults account for over 25 percent of our population and are continuing their edu

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.

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

It is usually written in the for

The Seven Deadly Sins Of IVR
The sales pitch for interactive voice response (IVR) is very compelling - being able to offer 24-hour service to customers without human intervention. However, a large number of IVR applications fail to work well. Jonty Pearce looks at seven of the greatest sins!1. No option to speak to a person The biggest trap is that IVR entices the unwary into the lure of being able to provide service to the customer with no human intervention. IVR vendors are often guilty of selling this offering. While IV

e 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.

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

It is usually written in the for

How to Start Your Accounting Career
You want to be an accountant. You love numbers, maths and money. So, how do you get started? Where do you go to get certified so that your services will be in demand? If you do not have any recognised qualifications, your clients will not be able to know if your standards meet their requirements. People hire Chartered Certified Accountants with a full practicing certificate because they know that they can trust in their expertise.Any old accountancy certification will not do. You need an inter

rst 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

It is usually written in the for

Asset Maintenance Guide
Assets are not ends but means to some useful ends. Prudently managed assets can result in incredible gains. Assets can be tangible as well as intangible. A skilful management of assets leads to their complete exploitation and saving of organization funds. Inefficiency in management of assets can lead to loss of funds in the company and so its poor performance.Any business is constitutive of numerous big and small issues such as cost management, capital budgeting, expense accounting, financial planni

marketing. It may be very closely related to your USP, but it may not be exactly the same.

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

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All businesses do marketing and advertising to bring in new customers. But if they are really on the ball they give Excellent Customer Service and allow all those new customers a reason and an incentive to come back and buy more and to tell all their friends and associates to do the same. Failures in Customer Service will eventually mean the death of your business.

Evergreen advertising are ads that have a long shelf life. The most common evergreen ads are Yellow Page ad that are good for a full year. The problem with most yellow page ads is that most of them are awful. Here are the six most common mistakes to avoid in your Yellow page ads.

Do you experience periods of feast or famine in your business? Do you only think about marketing when you realize you are running low on clients? Do you have some steady clients but you’d love to have more? Or are you still struggling to barely reach your key business goals? If any of these situations describe you, and you are serious about making some changes, I have an idea for you.

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