A new craft brewer has set up in my county.
Craft beers, as you probably know, are big right now.
This guy has eight beers coming out – and they’re all different.
An IPA, a lager, a dark ale… you get the picture.
A beer for every taste.
Even if you don’t drink, it’s worth following along here.
You’ve heard me talking about your Unique Selling Proposition before.
Your USP is what makes you a better choice than all of your competitors. What makes you unique?
It’s one of the most important things you can think about when marketing your business.
Why should people buy from you instead of from someone else?
It’s rather like this brewer’s range of craft beers.
Each beer appeals to someone – it fits their taste perfectly. For that person, that beer is a perfect match.
After all, it’s better to be a perfect match for a few people than to be a so-so match for many.
When you’re just a so-so match, your customers can be easily snatched away by someone who is more in tune with your clients.
In other words, don’t be a Coors Light, be a Canoehead Ale.
You can use your newsletter to display your USP; to explain why you are the perfect choice for your chosen customers.