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Write You - What's Your Selling Sentence?
Marketing is a fundamental aspect of virtually every business that is out there. For many companies, this is where most of their budget goes: advertising. There are hundreds of ways for you to advertise from coffee shop windows to on the web through banner ads. The goal is of course to target your key audience at the exact right time. This is not an easy task nor is it on that
Murray's Plumbing would not need a Selling Sentence to clarify the nature of the business, but rather one to set it apart from hundreds of competitors.
Murray's Plumbing
We
Marketers take note. Print is dead or dying. There are too many alternatives that are cheaper, more effective and easy to track.I receive several print trade mags. They usually go right into the recycling bin. Not only do I not have time to read them, by the time the publication gets to me, I've already read a blog, scanned an RSS feed, or read an online case study. That also
Sometimes called the Defining Sentence or the Secondary Statement, the Selling Sentence is the group of words that clarify and refine the the nature of your business when seen or heard with the name or logo of your business. You tell ‘em what you do for them' with your Selling Sentence.
The Selling Sentence clearly differentiates your business in the eyes of your current and potential customers or clients. "When it absolutely, positively, has to be there overnight" reinforces the FedEx brand.
McDonald's has used Selling Sentences for individual products. "Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun"
Selling Sentences are similar to Unique Selling Propositions, or USPs. But they differ because that they are more focused and are presented in one sentence or less. USPs can be much longer, resembling a mission statement.
Develop your own Selling Sentence to be displayed under the business name or logo. If it won't fit there, it is too long. The Selling Sentence should appear in the same spot every time the name of the business or logo is displayed: newspaper ads, store sinage, yellow pages, business cards. Everywhere the logo goes, so goes the Selling Sentence.
Look at the big boys. Lots of Selling Sentences, some short enough to be called Selling Statements. All fit under the business name.
A Selling Sentence is extremely important if your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest package handling. Since the Selling Sentence accompanied all references, we all know FedEx is a package delivery service.
Murray's Plumbing would not need a Selling Sentence to clarify the nature of the business, but rather one to set it apart from hundreds of competitors.
Murray's Plumbing
We
The aviation industry has suffered from some hard times recently. The September 11th attacks on the World Trade Center and the increased security delays at airports have put a strain on air travel. Despite these setbacks, the aviation industry is a growth industry and its place in an ever shrinking and global world is assured. In the coming years, in a large part due to the increase
McDonald's has used Selling Sentences for individual products. "Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun"
Selling Sentences are similar to Unique Selling Propositions, or USPs. But they differ because that they are more focused and are presented in one sentence or less. USPs can be much longer, resembling a mission statement.
Develop your own Selling Sentence to be displayed under the business name or logo. If it won't fit there, it is too long. The Selling Sentence should appear in the same spot every time the name of the business or logo is displayed: newspaper ads, store sinage, yellow pages, business cards. Everywhere the logo goes, so goes the Selling Sentence.
Look at the big boys. Lots of Selling Sentences, some short enough to be called Selling Statements. All fit under the business name.
A Selling Sentence is extremely important if your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest package handling. Since the Selling Sentence accompanied all references, we all know FedEx is a package delivery service.
Murray's Plumbing would not need a Selling Sentence to clarify the nature of the business, but rather one to set it apart from hundreds of competitors.
Murray's Plumbing
We
In today’s job market, you have many options when it comes to applying for a job; you can apply in person, via postal mail, fax, e-mail, or through an online job database site, just to name a few.So, which one do you choose when you have all of those options? They each have their pros and cons, but more people are choosing to search and apply through career websites, such as
Develop your own Selling Sentence to be displayed under the business name or logo. If it won't fit there, it is too long. The Selling Sentence should appear in the same spot every time the name of the business or logo is displayed: newspaper ads, store sinage, yellow pages, business cards. Everywhere the logo goes, so goes the Selling Sentence.
Look at the big boys. Lots of Selling Sentences, some short enough to be called Selling Statements. All fit under the business name.
A Selling Sentence is extremely important if your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest package handling. Since the Selling Sentence accompanied all references, we all know FedEx is a package delivery service.
Murray's Plumbing would not need a Selling Sentence to clarify the nature of the business, but rather one to set it apart from hundreds of competitors.
Murray's Plumbing
We
For those who are considering buying a franchise you will need to know that the initial franchise fee is not the only cost to secure that business of your own that you have always dreamed of. The Initial Franchise Fee is generally the money paid for use of the rights and trademarks. There will also be other costs and fees to be paid to start the business, as well as ongoing fees suc
Look at the big boys. Lots of Selling Sentences, some short enough to be called Selling Statements. All fit under the business name.
A Selling Sentence is extremely important if your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest package handling. Since the Selling Sentence accompanied all references, we all know FedEx is a package delivery service.
Murray's Plumbing would not need a Selling Sentence to clarify the nature of the business, but rather one to set it apart from hundreds of competitors.
Murray's Plumbing
We
Have you ever got feedback from your customers about your products and services?If you did - What did you do with this feedback?Today I will show you how customer feedback can help you to improve your products and services and thus stimulate more sales.The other day Mary, one of my customers purchased some of my business tools to help her train some of her staff
Murray's Plumbing would not need a Selling Sentence to clarify the nature of the business, but rather one to set it apart from hundreds of competitors.
Murray's Plumbing
We show up on time and smell
good or your don't pay!
Now Murray and his people must maintain the Selling Sentence by keeping the promise. FedEx says over 99% of packages get there overnight. The Selling Sentence should not change unless you intend to re-brand the business, so get it right from the get-go.
Convene your own brain trust of employees and friends and peers for a free association session. List what can be said about your business in one sentence. Emphasize your biggest customer benefit.
Write them all down, no matter how goofy. With the group, trim the list to 10 before you bring out the refreshments. Sleep on it and make a final decision the next morning.
Papa Fred’s Car Wash
Satisfaction Guaranteed
or
DOUBLE your dirt back.
Ralph's Refuse
Our Business is Picking Up
Don't tell 'em what you do. Tell them what you do for them. For more about business get my article "What Does Your Business Card Say?" Send a blank eMail to the MailTo:BizCardSay@BigIdeasGroup.com
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