In the world of professional marketers

In the world of professional marketers, there is an ongoing debate about the value of branding and its worth as an investment for you, the small business owner. Many agency and media reps tell clients, "You MBT Changa Shoes,need to get your name out there and build your brand so that when a prospect has a need for your product or service, they will think of you."

Those of us in the direct response crowd disagree with that thought process because the typical small business owner usually lacks the resources to wait for prospects to need their service. We believe  MBT Sawa Shoes,  marketing investments should generate leads or clients with branding being an added benefit of the investment.

An additional problem with pure image or brand advertising is that it is very difficult to track and measure its effectiveness. In my mind, if I am going to invest in my company, whether it is in advertising, direct mail, new equipment or staff, I want to know my return on my investment and believe clients should also be able to do so.

Is there a strategy that appeases both viewpoints that builds a brand and delivers hungry prospects? Is there a small business target marketing strategy that accomplishes both objectives? Absolutely!

The way to make it happen is with the Unique Selling Proposition, of USP. A good USP is pure marketing gold and creates a MBT Tatagacompelling reason for the consumer to act immediately. They will think, "I need this" or "I need more information about this amazing product."

Let's go back a couple of decades so we can illustrate this point with a couple well-known examples: If Federal Express had run their media campaigns by putting their name out in front of the market, their name would have been very well known but that's about all. Instead they said to their prospects "When it absolutely, positively has to be there overnight."