Your current customer's argument is
tomorrow's selling point (concrete tip!)
The trick for healthy business growth is to constantly highlight the sales arguments (USPs) of your offer. After all, the reason you are a customer now is why someone else will become your customer tomorrow. In other words: by making better use of sales arguments, you create a positive spiral in your (online) marketing communications and the conversations of your sales employees. Your target audience is becoming more and more eager. And that makes you happy as an entrepreneur or enterprising marketing manager.
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Come up with it yourself, or ask your positive customer?
At upMention, we are strongly in favor of not coming up with sales arguments ourselves, but for that we use information from current customers. To make it valuable, it is best to ask 50-100 (very positive!) Customers to enter 20 keywords that say something about how they see your company. However, for a faster process you can also use your reviews in tools from, for example, The Feedback Company, Trustpilot, Kiyoh, Klantvertellen.nl or you can use your reviews in Google.
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Discovering good sales arguments: concrete
We use word clouds to understand the main reasons for your customers to be customers. This works as follows:
Copy the keywords of the customers or copy at least 50 positive reviews. Copy only the text of the review or the keywords, so no names and the like.
Then go to an online word cloud creation tool and paste all the text you copied into it.
Then a word cloud is created in which the common compliments of your customers are more prominent.
As a last step, but not unimportant: make it concrete. If your customers label your software for magazines as 'simple', you say: 'Creating magazines is now accessible to everyone!'. That 'simple' is something they then conclude, but do not read.
How do you use the USPs?
You have found some nice selling points. Where can you use it?
Here some concrete suggestions:
Use them in the description of your website in Google (aka your title + meta description). Search Google on "site: XXX.nl" to see what that looks like for your website.
Put them in your ads, both online and offline. Also in your remarketing.
Put the arguments in a standard format at the top of your website, or with every product you offer. You probably know that from the well-known web shops.
Make sure that the arguments are known to - and appointed by - your sales staff. They bridge the distance from your offer to your target group.
Use the arguments in your texts. If you have a simple product, make sure that you continuously let people draw that conclusion in your texts.
