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This can be done several ways. Surveys and focus groups are the two most used methods. I think if the selected participants are diverse enough and chosen properly, focus groups are the best way to gather information. But you must gather the correct information. You need to focus your focus groups on centers of influence, since you probably don't have the funds to run a national campaign. What you're looking for is the 'natural language of persuasion' between those who believe in the service/product and those who're still unconvinced. What are the objections that the unconvinced bring up? More importantly, what solutions are being given and how are they given? This info allows you to create sales copy that address directly some the issues of those who are not sure. Not only that, but you'll be able to incorporate the solutions right in the copy also, using the 'natural language of persuasion' discovered in the focus groups. Here's a situation where technology comes to the rescue. Your best bet is to hold tele-focus group sessions. Search Google for 'free teleseminar service' and you're sure to find some companies to service your needs. Most will limit the amount of time and number of participants, but what they offer should be more than adequate. Now that you've found your answers...effectively communicate to your audience. "USP...UPS...SUP" Which acronym doesn't belong? Better yet, what do they stand for. Well, UPS, stands for United Postal Service. SUP, stands for...well I just made it up to fit the situation. USP could stand for United States Postal service, but not in this case. In this case, USP, stands for Unique Selling Position. This is not to be confused with what some use as a tag line. Think about radio stations. They may say, 'WXYZ, Radio for the Country Cowboy'. Or, 'WABC, Home of Hip Hop'. All the tag line does is to identify what a company does. Your USP goes much further. Its the first thing that customers think of when they need a service/product that you sell. Your job is to make your USP stand out and differentiate your services. Your USP should accomplish three objectives. First, it should state explicitly what you offer or can do. Second, how long it's going to take you to fulfill your promise. And third, what you're willing to do to compensate the client if you're not able to fulfill your guarantee. Example for a Realtor: "I guarantee to sell your home in 90 days. If your home isn't sold within that time frame, I'll donate $500 to your favorite charity AND purchase your home myself" Very powerful. Now, of course there are some 'ahas'. Most of the time your house has to be in certain neighborhoods (which usually sell in the time frame allowed) and price range. Then when they 'purchase' your home, it's usually by you holding some of the financing. Nevertheless, a lot of Realtors obtain massive listings and eventually closings because of those types of USP's. Now, its your turn to make magic in your business.
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