Reprinted from a blog post of Phyllis Zimbler Miller as a National Internet Business Examiner.
I frequently talk about a product or service’s USP – Unique Selling Proposition – the unique characteristic that make your product or service more desirable for your target market than other similar products or services.
Yet in my recent Internet business reading I came across an expression I like better for this idea:
In the ebook “Small Business Marketing on a Milk Money Budget” compiled by MarketSmartLA, Nathan Kievman says that people mistakenly act as if LinkedIn is a place to put their resumes rather than their value.
And then in the report “The New Rules of Custom Publishing” from Junta42.com, Joe Pulizzi says: “What’s your value proposition?”
Putting these two ideas together, I realized that this is the essence of what’s so different and so terrific about effective marketing on the Internet. You have the opportunity at no extra cost to share with your target market what your value proposition is rather than your selling proposition.
In other words, you’re not just saying “buy my product/service because it’s faster, bigger, shinier.” You’re saying “engage in conversation with me to learn what value my product/service can bring to your life.”
From now on I’m switching to the expression UVP – Unique Value Proposition. And in thinking about this concept applied to the Miller Mosaic Internet Marketing Program that’s about to launch, I realized that I had been handed the answer elsewhere.
In reading an email promotion for someone’s product, I came across the reminder that many, many Internet marketing products being promoted are for one very specific method of Internet marketing. Often it’s someone’s method for getting hundreds of subscribers in a very short time or making tons of money in only days by one “proven revolutionary” strategy.
The truth about effective Internet marketing is that one size does NOT fit all – and usually several internet marketing techniques selected for a specific market are a better overall strategy than putting all your eggs in one basket.
Thus the Unique Value Proposition of the Miller Mosaic Internet Marketing Program is the wide scope of information taught – covering numerous internet marketing areas – along with the promise of NOT overwhelming people with information and with NO promise of instant riches.
In fact, just the opposite. We believe it takes commitment, persistence and effort to promote your brand, book or business on the Internet. You have to be willing NOT to give up at the 1st or 10th obstacle encountered.
If you truly want to promote the Unique Value Proposition of your brand, book or business by using Internet marketing, then you need to be committed to the long haul – and to learning as much as you can along that road.
And what have we been doing so close to the launch date of the Miller Mosaic Internet Marketing Program?
• Wrote the email to potential affiliates giving them the shopping cart vendor URL to sign up, the URL for affiliate information, and sample material. I will be sending this email to a select group of potential affiliates — people whose Web sites/blogs/businesses I admire and whose followers/fans I believe could benefit from this program.
• Continued to post more articles around the Internet. I have “Article Marketing Offers Free Cyberspace Exposure for Your Brand, Book or Business” at biznik.com
and “Social Networking — 5 Tips for Joining Your First Social Media Site Such as Twitter, Facebook or LinkedIn” at prostrategies.com/wordpress.
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