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Interesting post over at Marketing Profs on the concept of the Dominant Selling Idea.
Worth the read.
One of the exercises they suggest is:
2. Specialty Statement
Create for yourself a specialty statement which outlines what makes you #1.
"__________ (product/company) is the #1 choice for __________ (specialty). That's because only __________ (product/company) has __________. (a unique reason why: a superlative ingredient, process, or service that other's don't)."
This applies to each of us as wanna-be value-added employees. (hint: read I Didn't See It Coming)
Anyway, in the spirit of co-creation and 'perpetual beta', I'll give mine a whirl.
Jeremy Epstein is the #1 choice for turning your customers into your best marketers.
That's because only Jeremy understands the rules of the new marketing reality, a fundamental understanding of Internet technologies and professional and personal experience in building energized communities.
Thoughts? Too buzzwordy?
Comments
Adam Schorr said on 5.31.2008 at 7:58 PM
Jer:
I don't find it too buzzwordy, just not true. Are you really the ONLY one who understands this stuff? Doesn't pass the red face test.
You're operating at a very high-level: understanding new marketing... What is your specialty within this area? On your own blog you constantly link to all sorts of other blogs of people that seem to have some knowledge of this area. What specialty do you have that they don't?
1) Experience as both an entrepreneur and in a large company?
2) Full dedication to living personally the way you advocate companies should behave?...
You gotta find something smaller that you have that all these other gurus don't.
jeremy said on 5.31.2008 at 9:53 PM
I think I was going after the combination of New Marketing + Tech+ Entrepreneurship as the combination of unique offerings.
Nevertheless, I hear your feedback. As a believer in "co-creation," this is what I'm about anyway...Perpetual Beta. Try to get an idea started by tossing it out there and engaging in conversation with the community.
Adam-thank you.
Thomas Siegman said on 6.02.2008 at 11:41 AM
Jer,
You're also revisiting Rosser Reeves's USP (Unique Selling Point or Unique Selling Proposition See: http://en.wikipedia.org/wiki/Unique_selling_point)
a concept that has been around since the 1940s. "Remember Mom's, only Colgate has MFP Fluoride to protect your kids' teeth!" and so on.
This was later supplanted by the more customer centric UBP (Unique Buying Point) wherein the marketing focuses on what the customers' functional and emotional needs are and how best to meet them. This is why Crest had the lovely campaign focusing on smiles around the world and how a healthy smile helps people connect.
In the end, you probably want a little of both.
Now you owe me 2 cents.