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Casual Articles - What's Your Selling Sentence?
In my state, your hair is cut by a licensed professional, but no license or proof of competency is required to schedule your radio and television advertising. It is standard industry practice for broadcast outlets to hire people without training or experience and have them proposing advertising schedules in a very short period of time. The likelihood of your advertising money gett
A Selling Sentence is extremely important if your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest packag
As a predictive maintenance tool, oil analysis is used to uncover, isolate and offer solutions for abnormal lubricant and machine conditions. These abnormalities, if left unchecked, usually result in extensive, sometimes catastrophic damage causing lost production, extensive repair costs, and even operator accidents.The goal of a world-class oil analysis program is to increas
Sometimes called the Defining Sentence or the Secondary Statement, the Selling Sentence is the group of words that clarify and refine the the nature of your business when seen or heard with the name or logo of your business. You tell ‘em what you do for them' with your Selling Sentence.
The Selling Sentence clearly differentiates your business in the eyes of your current and potential customers or clients. "When it absolutely, positively, has to be there overnight" reinforces the FedEx brand.
McDonald's has used Selling Sentences for individual products. "Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun"
Selling Sentences are similar to Unique Selling Propositions, or USPs. But they differ because that they are more focused and are presented in one sentence or less. USPs can be much longer, resembling a mission statement.
Develop your own Selling Sentence to be displayed under the business name or logo. If it won't fit there, it is too long. The Selling Sentence should appear in the same spot every time the name of the business or logo is displayed: newspaper ads, store sinage, yellow pages, business cards. Everywhere the logo goes, so goes the Selling Sentence.
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 your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest packag
The highly competitive surroundings of the business world have instigated the need for a company to boost its corporate branding. Compelling presentation materials are needed to be used as direct mail pieces or hands outs during trade show and conventions.One effective material in building a company’s corporate identity is the presentation folder. The basic use of presentatio
The Selling Sentence clearly differentiates your business in the eyes of your current and potential customers or clients. "When it absolutely, positively, has to be there overnight" reinforces the FedEx brand.
McDonald's has used Selling Sentences for individual products. "Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun"
Selling Sentences are similar to Unique Selling Propositions, or USPs. But they differ because that they are more focused and are presented in one sentence or less. USPs can be much longer, resembling a mission statement.
Develop your own Selling Sentence to be displayed under the business name or logo. If it won't fit there, it is too long. The Selling Sentence should appear in the same spot every time the name of the business or logo is displayed: newspaper ads, store sinage, yellow pages, business cards. Everywhere the logo goes, so goes the Selling Sentence.
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 your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest packag
We have all seen carwash fundraisers where kids stand on the corner with big poster board signs that say carwash and they are trying to attract cars into the parking lot to get in line to get washed so their nonprofit group can make lots of money.Sometimes this works very well, but it is also important not to let the kids stand in the street because that can be dangerous and
Selling Sentences are similar to Unique Selling Propositions, or USPs. But they differ because that they are more focused and are presented in one sentence or less. USPs can be much longer, resembling a mission statement.
Develop your own Selling Sentence to be displayed under the business name or logo. If it won't fit there, it is too long. The Selling Sentence should appear in the same spot every time the name of the business or logo is displayed: newspaper ads, store sinage, yellow pages, business cards. Everywhere the logo goes, so goes the Selling Sentence.
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 your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest packag
People generally have a difficult time tooting their own horns. Normally, modesty is a commendable trait; but on a job search it could be deadly. And that is where letters of recommendation can help. Why brag about how great you are when you can get someone else to do it for you? Letters of recommendation are basically testimonials from satisfied "customers.&qu
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 your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest packag
If you've been in the copywriting realm for very long at all, you've heard the phrase "features vs. benefits." It's a fundamental copywriting principle and driving force behind much of what we, as copywriters, create. But there's also another aspect to this equation.What happens after customers buy your product or service? Once they've used what you have to offer, what wil
A Selling Sentence is extremely important if your business name does not reflect on the nature of the business or the product. FedEx was shortened from Federal Express, both of which mildly suggest package handling. Since the Selling Sentence accompanied all references, we all know FedEx is a package delivery service.
Murray's Plumbing would not need a Selling Sentence to clarify the nature of the business, but rather one to set it apart from hundreds of competitors.
Murray's Plumbing
We show up on time and smell
good or your don't pay!
Now Murray and his people must maintain the Selling Sentence by keeping the promise. FedEx says over 99% of packages get there overnight. The Selling Sentence should not change unless you intend to re-brand the business, so get it right from the get-go.
Convene your own brain trust of employees and friends and peers for a free association session. List what can be said about your business in one sentence. Emphasize your biggest customer benefit.
Write them all down, no matter how goofy. With the group, trim the list to 10 before you bring out the refreshments. Sleep on it and make a final decision the next morning.
Papa Fred’s Car Wash
Satisfaction Guaranteed
or
DOUBLE your dirt back.
Ralph's Refuse
Our Business is Picking Up
Don't tell 'em what you do. Tell them what you do for them. For more about business get my article "What Does Your Business Card Say?" Send a blank eMail to the MailTo:BizCardSay@BigIdeasGroup.com
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