Telford, PA (PressExposure) December 02, 2009 -- Every business started for a reason and every business did so because they felt they could offer people something that no other company was able to. When a company first starts out they are more likely to keep that idea close to them.
Everything they do will likely be centered on this very idea. However, the longer a company exists the further they start to drift from that idea. I have talked to people from companies before where I quite literally asked them what it was that their company could do that no one else could, and they just gave me a blank stare.
This is and always should be your chief selling point. Now, this is not always going to remain the same as it did when you first started your company. For one thing, if you happen to originally offer something that no other company does, but once you are successful, you get a lot of other people following your lead, you have to change what makes you unique.
The very first company to get catalog printing done and send them right to a person's home had the benefit of saying that they offered people a level of convenience that no one else could. The very idea of being able to shop right from your home was unique and immediately grabs a person's attention, leading to a great selling point for those first few companies.
Catalog printing is hardly a rare thing now, and if that is all you have going for you than you are not likely to get a lot of interest. Those companies had to eventually alter their key selling point by improving on their catalogs rather than just keep focusing on the exact same thing.
This was no different when the internet became mainstream and stores began opening up cyber counterparts to their actual locations. This in and of itself was their selling point initially, while now it has become a given that stores will certainly have an online version.
All of this means that a selling point needs to evolve. Nevertheless, for it to evolve you first have to know what it is that you are evolving from, which is why it is so important to know what your stores strength is at all times.
The best way to keep track of this is to be sure that every marketing push is centered on your selling point, and that when you do alter this selling point, you are still taking into account what the first selling point was. Let us use that first example of catalog printing.
Because innovation and convenience was part of the first selling point for those first catalogs the natural way to improve this would be to find some new way to alter the catalog that made them easier for people, which was what quickly happened.
Figure out the best way to improve upon your selling point, and never forget what makes your company unique.