You, the Market and marketing you

Advertising and Marketing Your unique Selling Position
This is not a new concept however it is a concept which is not easily executed for various reasons. Keller Williams does not use the most used home search engine on the net-Realtor.com. Starbucks doesn't have commercials. If you are not sure just try to find one. You won't see any. And if you visit their website you will find that the information about them is even less helpful. Amazon the huge online book seller plus. How much advertising do they do? Zip, Nada, none and less than none. What is going on with these hugely successful companies. (I know that I might overstate the case if you check out the Fortune 500 yet I hold that these last two are pretty much household names. There are some names of the 500 you won't know unles you were in the know.) Keller Williams is striving to become it's own version of Realtor.com. Starbucks is a culture expression and amazon took its huge advertizing budget and gave free shipping for order over $25.
While I can't clearly say what the unique selling position of each of those companies is. I can tell you a way to see if your position is a unique selling position or perhaps just a slogan. This is the hard truth! Take someone else selling slogan and cross out their name. Now insert your name and if the saying/slogan/motto/etc fits you easier than it is not a unique selling position. What is worse, if you can cross your name out and put your competitors name in the place and it seems to fit. You don't have a unique selling position. My advice hire someone who knows what they are doing. I recomend 1to1 network. These guys know what they are doing.Especially here in the High Desert, Apple Valley, Victorville, Hesperia and surrounding towns. They are the only full servicd advertising agency with marketing and communications that specializes in providing and supporting a variety of products with this in mind- reduce overhead, increase revenue, increase customer retention.
This is something that I am going to work on. For Two Reasons. Clarity of my own purpose and goals. Give my clients a better sense that they are receiving greater value for the service I provide.