Increase Your Business Profits - Even in These
The economy is tough and your customers
are thinking twice about the money they
are spending. This will no doubt be affecting
you and your business.
So you need to be offering a ‘must have’
product or service that is producing results
for your customers.
I was in this position 17 years ago when I
started my consultancy in 1991. There was a
recession and I was ‘the new kid on the block’
in consultancy. I was offering to help
businesses get finance. Apart from the fact
that there were hundreds of organisations doing
this, most of the businesses I went to see had
no security; they were the difficult cases. So
I learnt how to get unsecured finance and used
this as my lead product. Very few other people
were doing this so everybody wanted to talk to
I had established my unique selling
proposition which got me in the door. Then the
client was happy to talk to me about lots of
other needs they had which I could help them
You too can do this for your business. You
just need to develop your unique selling
proposition and target your market. You can
still offer all the other products and
services, you just lead with your USP and build
your brand and all your promotion around
This is how the multinationals build their
Think about the makers of Head
& Shoulders. Their promotions led
– "Healthy, beautiful,
dandruff free hair."
If you’ve ever been to the shampoo aisle at
the supermarket, you’ve seen there are
literally hundreds of shampoos to choose from.
So when Head & Shoulders came out,
nobody would have noticed, right?
Wrong. Everybody noticed because Head
& Shoulders targets people with dry,
flaky scalps. People with dandruff. And this
made all the difference to their campaign.
Without its dandruff fighting power, Head
& Shoulders would just be another
Can you see the power in selecting a target
audience; a niche?
These companies spend
tens of thousands of pounds with agencies
developing a USP but it is a process and you
can do it yourself. Just go to
and see how you can do this
for yourself and save thousands of pounds. You
will then be able to leave your competition
behind and watch your profits increase every