101 Marketing Strategies - two questions that define your marketing message

In all 101 marketing strategies is distilled to the core of the matter. There are only two questions when it comes down to it, which you must respond to your prospects in your marketing message:

1. Why Buy?

2. Why buy from me? (Or what makes me better than anyone else?)

That's it. Sounds simple right? If so, then all those who have decided to go into business would answer these and will be very successful.

So, what is the small business owner / entrepreneur to do?

Take your time and dig deep. Use the exercise of a 'performance' and continue to work to clarify and define exactly what you want to transmit, but do so from the standpoint of the consumer. Why should you buy this product or service? And why should they buy from me, than anyone else with something similar.

A great example (perhaps the quintessential example of the last 50 years) Domino's Pizza is the slogan that promised delivery in 30 minutes or the pizza was free. Why Buy? I am hungry and will be here in 30 minutes - that's fast! Why 'buy from Domino? Because I'll be there fast and there is a chance to be free! No one else even close to this offer / message and was extremely effective for the company for many years. (Note:. According to Wikipedia, Domino chose to stop using the slogan because of the perception of reckless driving, after complaints were filed by people with pizza delivery vehicles)

Some entrepreneurs and small business owners think that coming up with a great message requires talent, luck or a combination of both. In fact sometimes it helps to have some 'of these (if not helps to have talent and luck?), But when it comes right down to it, you can succeed if you put in a bid to discover the benefits of your product or service and the design of a message that shares in a concise with your prospects.

A marketer colleague once told me that when he was in the beginning he used to write 200 or more versions of a message (after digging deep to find important advantages), and then spend days sanding to get it where he felt that it was effective. Compare that to how most entrepreneurs go with their messages and tag lines, to note a few things down, asking a friend or family member and then just throw it out there. And, they wonder why usually does not work.