Since I started my Toronto marketing firm several clients have asked me to help them revisit a marketing project that had previously gone awry.

I found a pattern.

Every one of these marketing projects was missing one single thing: a genuine and compelling difference that is not only unique but is valued for its uniqueness.

This difference has a name. It is called the Unique Selling Proposition.

Understanding and communicating your Unique Selling Proposition is the secret to delivering a customized marketing message that is meaningful to your clients.

A marketing campaign that influences people is not just about great graphics or clever copy. It is about great graphics and clever copy that are driven by your Unique Selling Proposition.

Why is it so challenging to create such a marketing campaign? Here are a few reasons from The Marketing Caddy:

Not researching and testing – It’s not going to come to you in two minutes (unless you are very lucky). It usually takes a fair amount of research, brainstorming, testing it on clients and associates before it really clicks and you know you have something that works.
Not truly differentiating – Often a Value Proposition only gets as far as the target market and the problem. That’s good but it can be too generic. Only when you get into your solution and your uniqueness will you really stand out and be noticed.
Not having enough depth – A Value Proposition needs to go way beyond those four points and two statements outlined above. It needs to permeate into every nook and cranny of your marketing. Every expression of your business, large or small, needs to reek of your Value Proposition.

If you are interested in improving your marketing results, rather than switching from direct mail to print advertising or from a website to outdoor advertising, consider instead the opportunity to effectively incorporate your Unique Selling Proposition into your marketing message.