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Presentation by Lawrence Kirsch, MBAMarketing Consultant
Faculty Member, University of Phoenix
Creating a Message That Sells
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Center For Professional DevelopmentSlide 2Slide 2
Lawrence KirschMarketing & Management Consulting
The growth of your company is tied directly to the message you are communicating.
What are you SAYING?
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Center For Professional DevelopmentSlide 3Slide 3
Lawrence KirschMarketing & Management Consulting
Differentiation
To differentiate your company, communicate your…
Unique Selling Proposition or USP.
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Center For Professional DevelopmentSlide 4Slide 4
Lawrence KirschMarketing & Management Consulting
It is what makes you different from the rest
It is the special value you offer It resonates with your target
audience You can offer it consistently
Unique Selling Proposition
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Center For Professional DevelopmentSlide 5Slide 5
Lawrence KirschMarketing & Management Consulting
The White Rice Syndrome
If you don’t do this – you’re plain old White Rice
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Center For Professional DevelopmentSlide 6Slide 6
Lawrence KirschMarketing & Management Consulting
The Message
How do you create the message?
Market Research!
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Center For Professional DevelopmentSlide 7Slide 7
Lawrence KirschMarketing & Management Consulting
Begin at home!
Survey the Owners & staff
Handout: Sample Questions For Owners & Staff – page 2
Research
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Center For Professional DevelopmentSlide 8Slide 8
Lawrence KirschMarketing & Management Consulting
Talk with your Customers!
Survey Past & Current Customers
Handout: Sample Questions For
Customers – page 3
Research
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Center For Professional DevelopmentSlide 9Slide 9
Lawrence KirschMarketing & Management Consulting
Analyze Your Competition! Website – Look For Positioning Words &
Ways They Differentiate Review Advertisements Call The Companies Call Their Customers
Research
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Center For Professional DevelopmentSlide 10Slide 10
Lawrence KirschMarketing & Management Consulting
Pull it all together: Show what makes you different Show your special value Must resonate with your
audience Must offer it consistently
Analysis
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Center For Professional DevelopmentSlide 11Slide 11
Lawrence KirschMarketing & Management Consulting
South Coast Medical – Training for Medical ProfessionalsA. “The Leader in Medical Training ”
B. “Quality Training - Affordable Prices”
C. “Expert Instruction - Hands-On Training” Handout-Page 4
USP Example
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Center For Professional DevelopmentSlide 12Slide 12
Lawrence KirschMarketing & Management Consulting
South Coast Medical – Training for Medical Professionals
C. “Expert Instruction - Hands-On Training”
Research showed - Customers wanted plenty of hands-on training with an expert in the field.
USP Example
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Center For Professional DevelopmentSlide 13Slide 13
Lawrence KirschMarketing & Management Consulting
Toothpaste in 1955
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Center For Professional DevelopmentSlide 14Slide 14
Lawrence KirschMarketing & Management Consulting
Toothpaste in 1958Company Market Sector Market Share
Colgate Cosmetic 34.5%
P&G Cosmetic 20.5%
Unilever Cosmetic 11.2%
P&G Therapeutic 8.8%
Unilever Cosmetic 3.4%
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Center For Professional DevelopmentSlide 15Slide 15
Lawrence KirschMarketing & Management Consulting
By 1962 – Crest ended Colgate’s 19 year reign as the leader. Crest share was over 30%.
In 1964 – The ADA seal was approved for the Crest package.
By 1969 – Crest share - nearly 40%.
Toothpaste
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Center For Professional DevelopmentSlide 16Slide 16
Lawrence KirschMarketing & Management Consulting
Handout: Your Unique Selling Proposition – page 6
• 3 things your company does well!
• 3 reasons why customers buy from you!
• 3 areas for improvement!
This is a start! Do the research!
Begin The Process
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Center For Professional DevelopmentThank you.
Lawrence Kirsch