There are two (2) concepts you need to understand and embrace if you want to be successful in business. These notions are your Elevator Pitch and your unique selling proposition.
The elevator pitch is:
A short and sweet summary of what you do and it’s not really about trying to sell somebody. So instead of saying to someone”Mowing lawns”, you could say”We change our customers’ gardens into landscape scenarios”.
A tone for the attention of others what do you tell folks if you were in an elevator and you only have 30 seconds (or 100 to 150 words) to impress or engage them a tone to the attention of someone telling them what you are doing and hopefully they’ll be interested in asking you for more information. It’s an introduction to what you do and in the process, you create some intrigue and hopefully, it will generate a question from the listener
Your Unique sale proposition is:
The reason (or convincing point of difference) that your customers choose you over the competition
based on your advertising program: it is what you communicate to your market. It might be your slogan or slogan.
The foundation of your professional image – Your image and your brand are the result of the ideation of your USP and your image and your brand are moved on all your livery – clothes – uniforms, letterhead, business cards, magnetic stickers, signs for cars, websites, e-mails, flyers, brochures the first impression that new customers and potential customers have of you most likely more important to have than your Elevator Pitch If you avoid or bypass the definition of your USP, you will have difficulty growing your business.
Your unique selling proposition is what you say to the market through your flyers, flyers, website, business cards, brochures, radio commercials and so forth. It helps remind potential customers and current customers why you are different from your competition. It is a summary of all the benefits (compared to all the features) which you offer to your clients.
This point of difference (your USP) that you post might be something as insignificant as the location of your business, how you perform the service, or the speed at which the service is delivered. So once you develop these concepts or slogans do not say something like”We offer excellent service” because everyone can say it. In other words, there’s absolutely not any point of difference here!!!
Famous examples of great unique selling propositions include:”Buy fresh, hot pizza in your house in thirty minutes or less – or it’s free.”
FedEx: “When your parcel absolutely, positively has to get there overnight”
DeBeers’: “Diamonds are forever”
You can understand why the slogans of Domino and FedEx are so effective because they are extremely specific with their mentions of advantages and guarantees. These slogans or slogans are complete statements which can be verified by the client and don’t use marketing words such as”supreme”,”best”,”good”.
The”Advertising Age” voted”Diamonds are Forever” the best marketing slogans of the 20th century. In addition, DeBeers would have profited nicely from the intriguing James Bond film and book of the same name.
In a nutshell, both with Elevator Pitch and with your Unique Selling Proposal, you’re communicating to potential clients and customers how you bring potential customers with problems or visiting some other place where there’s a pleasure.