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Marketing Resource Center |
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Whats Your Selling Sentence?
What's your Selling Sentence? If you have abusiness, you need a selling sentence. Sometimes called the Defining Sentence or theSecondary Statement, the Selling Sentence is thegroup of words that clarify and refine the thenature of your business when seen or heard withthe name or logo of your business. You tell 'emwhat you do for them' with your Selling Sentence. The Selling Sentence clearly differentiates yourbusiness in the eyes of your current and potentialcustomers or clients. "When it absolutely,positively, has to be there overnight" reinforcesthe FedEx brand. McDonald's has used Selling Sentences forindividual products. "Two all beef patties,special sauce, lettuce, cheese, pickles, onions ona sesame seed bun" Selling Sentences are similar to Unique SellingPropositions, or USPs. But they differ becausethat they are more focused and are presented inone sentence or less. USPs can be much longer,resembling a mission statement. Develop your own Selling Sentence to be displayedunder the business name or logo. If it won't fitthere, it is too long. The Selling Sentence shouldappear in the same spot every time the name of thebusiness or logo is displayed: newspaper ads,store sinage, yellow pages, business cards.Everywhere the logo goes, so goes the SellingSentence. 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 yourbusiness name does not reflect on the nature ofthe business or the product. FedEx was shortenedfrom Federal Express, both of which mildly suggestpackage handling. Since the Selling Sentenceaccompanied all references, we all know FedEx is apackage delivery service. Murray's Plumbing would not need a SellingSentence to clarify the nature of the business,but rather one to set it apart from hundreds ofcompetitors. Murray's Plumbing We show up on time and smell good or your don't pay! Now Murray and his people must maintain theSelling Sentence by keeping the promise. FedExsays over 99% of packages get there overnight. TheSelling Sentence should not change unless youintend to re-brand the business, so get it rightfrom the get-go. Convene your own brain trust of employees andfriends and peers for a free association session.List what can be said about your business in onesentence. Emphasize your biggest customer benefit. Write them all down, no matter how goofy. With thegroup, trim the list to 10 before you bring outthe refreshments. Sleep on it and make a finaldecision the next morning. Papa Fred's Car Wash Ralph's Refuse Don't tell 'em what you do. Tell them what you dofor them. For more about business get my article"What Does Your Business Card Say?" Send a blankeMail to the MailTo:BizCardSay@BigIdeasGroup.com ©2005 BIG Mike McDaniel All Rights ReservedMike@BIGIdeasGroup.comBIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,http://BIGIdeasGroup.com Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net
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