Mine is short and powerful. How about yours?

More customers, more productivity, more profit. Guaranteed.

That’s my USP (unique selling proposition), but some might also call it my mission statement. I don’t really look at it like a mission statement by someone’s pure definition, but in a lot of ways – they are the same thing.

So why is it that and not something like “blah blah blah optimal blah blah blah cohesive blah blah blah forward-thinking blah blah solutions blah blah blah”? (as spoken by Charlie Brown’s teacher)

Other than the fact that I can actually *remember* the short one, it’s because I’ve been through the process Dan Heath describes below in this short 3 minute video:

It’s usually an AWFUL process and interestingly enough – after all that self-inflicted punishment, I always work my way back to the original statement and keep it because it’s short and powerful. It doesn’t have a lot of crap, wordsmithing or baggage. Believe me, I’ve tried adding words to it like “I help small business get …” and so on.

EVERY time, I end up pulling those things out.

Norm at Norm’s News in Kalispell says “Eat dessert first”, for example. They sell old-fashioned candy, milk shakes like your great grandpa talks about and so on.

Is yours short and powerful?

Is yours not only short enough to remember, but powerful and impactful enough to act on and motivate others? I hope so.

Don’t stop there – Now apply this to your marketing message(s).

If they feel like something that came from the meeting described in the video, ask yourself a few questions:

  • Could this be why your marketing is so darned boring?
  • Is this why your response rate is 0.005%?

Uh, yeah. Probably so.

Take that dude with the corporate-speak hat out in the parking lot and have him park cars, wax deck chairs or something until that stuff clears out of his mind. Maybe toss one of Seth’s books at him.

No matter what – take a firehose to that vocabulary. It’s boring, it doesn’t stand out in any crowd and it sure doesn’t compel anyone to do business with you – not even the stodgiest of companies.

Now, start over. Remember what you wanted to do when you started this thing? Remember the stuff you do for customers that gets you jacked up? Remember the thing that you’d rather do than almost anything (yeah, besides “that” and skiing, of course).

That’s what your mission – and most likely your USP – is all about.

Update: A nice resource from Dan and Chip Heath to help you get this process right, tossing out the stuff you dont need.

4 thoughts on “Mine is short and powerful. How about yours?”

  1. I used to work for a firm that promoted their professional services to chiropractors. The hot button is similiar to yours, “More patients, less stress.” The “more profits” is implicit.

    It was actually surveyed throughout the North American chiropractic public (including the office staff) and the two hottest buttons to come back were:

    1) More patients
    2) Less stress on the staff serving them.

    Chiropractors are very good in their craft, they went to colleges for a few years to learn it. But what the colleges do not teach is how to be a businessman, thus our firm.

    From a few thousand in the bank to a multi-million company in one year, I’d say that is pretty good marketing.

    I think yours yields similar results.

    1. I dont agree that “more patients = more profits” is *always* implicit, though in a chiropractic practice that is probably true for the majority of practices.

      There are many pitfalls to assuming that doubling the # of clients will double the amount of profits. The key is doubling the # of the *right kind of clients*.

      For example, doubling the # of people who come to your auto repair shop for a free estimate will drive costs through the roof and may not impact profits by 2X. Doubling the # of people who come for a free estimate on repairs that result in a high-profit and/or high-customer-retention is what you want.

  2. Hi Mark,

    Great video to market it the “shorter way” through the mission statements and I remember one of my posts which I called “Farming Your Crop of Clients” by not literally meaning to farm the clients, but how clients will be happier with my service and indeed it’s getting to know them better, communicating with them and finally giving them the service that they need – that’s how they build the crops in my internet career. Though, it really takes time to focus on these targets as it’s a mere fact that we cannot please everyone.

    But absolutely, it’s a great thing that you’ve shared how will we get these audience and actually let them come to us, ask for our help and “buy” our service by just pointing out and missions to market them the shorter and direct way.

    Thanks a lot and I do hope to talk to you soon.

    Tyrone Shum

  3. So it’s about getting back to the basics.. why you went into business in the first place.. getting to the roots of it all
    .-= Massy´s last blog ..Top Secret Tyrone Shum Email Finally Revealed =-.

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