You are a veteran of the website design and development process. You’re a warrior. You’ve conquered web designer giants, slayed a den full of forked-tongue programmers, and outwitted the caffeine-fueled marketing dragons — you have risen victoriously to the challenge! You successfully launched your company’s website (only slightly over budget).
The subject line of your email marketing campaign is an opportunity to make an impression -- and since the average user decides in 2 - 5 seconds if your email is worth a click, that impression needs to be a good one.
It used to be that lead generation involved expensive advertising, door-to-door solicitation or blasting direct mail to a desired demographic.
When we conduct brand-positioning exercises, our goal is to help our client define their brand so that it may be communicated in a straightforward and believable way. One of the first steps in the process is developing their unique selling proposition (USP), which separates them from other businesses and lays the groundwork for a positioning statement that is designed to be the foundation on which their content strategies are built.
But we've had at least one recent example where hours of working through buyer criteria and competitor analyses failed to result in the creation of a simple, complete USP. We ran straight into the biggest challenge of working with service providers: intangibility.
