First of all, maybe you’d like to know what I mean by “Closing Statement.” And no, I don’t mean …. “goodbye.”
Sometimes called your USP or unique selling proposition, I like to refer to that USP or value proposition as the closing statement. That little phrase that pays – that defines your small business, your product, your service. The phrase that makes just the right client or customer stand up and take notice.
I call it a closing statement because if it works, it can be a lead generating machine for any small business, turn prospects into buyers and close the sale! .
“It is talent, not money, that drives the information economy. Talent inspires us as individuals, talent enriches the lives of the community. It’s talent that allows us to tap into dreams and make them real.” Unknown
So what’s Your Closing Statement?” What sets you apart from all the widdgywig manufacturers or consultants or companies in all the world (or at least your part of the world)? Are you having trouble trying to figure it out? Is the one you use not working for you. Perhaps you have not fully or clearly defined your market position. If not, read on…
Here are Six Tips to help you create or recreate a strategic ‘closing statement” for your small business
- Get your team (employees, staff, assistants, partners) together – those folks whose business acumen and opinions you trust.
- Put yourself in the shoes of your potential customer/client. What is it she or he wants from your service?
- Make a list off the kinds of things these people might say about your products and services (that means YOUR products specifically, not your industry in general) including stereotypes, competitors, the global market.
- Now take a look at the list from your own perspective. What makes your company different?
- Choose those words, phrases and descriptors that you can claim as truly describing your company and distill them down to a single message that you can use.
- Put it in writing – look at it for a while, make sure it is understandable and then test it out on your current customers, if it works, incorporate it into your marketing. If not, back to the drawing board.
When you have come up with the perfect “Closing Statement” for your small business you will notice that the right clients and customers start showing up. Its marketing small business at its finest!