What is your USP? Your "Unique Selling Proposition" that defines why your customers buy your products and services. You must articulate what is truly unique about you that sets your products and service apart from your competitors. Having defined this message in one or two sentences (or less) you then need to ensure that every marketing initiative reflects and supports your USP.

What is your niche? Your niche is the demographic or target market that you serve. For example, you may supply dental practices located within one hour of Melbourne with hygiene technology. The more specific your niche the easier it is to market.

What is your marketing "Tag Line"? Try and develop a line that appears under your business name or logo that conveys what you do in just a few words. For example, Australia Post's is "We Deliver". Nike's is "Just Do It". These words can become synonymous with your business.

What is your "Elevator Pitch"? An elevator pitch is how you would describe your business if someone asked you in an elevator and had only 30 seconds to explain it. It should be succinct and be memorable. Develop this, practice it and teach all your people so that your offering is promoted consistently in all internal and external communication.

Be an Expert. It is critical that you are (and perceived to be) an expert in your field. Be passionate and focused on being the best at your craft. There are no shortcuts here. Even the best marketing in the world won't save you from the reality of having to deliver on match day.

Create a Marketing Calendar. Draft a calendar year marketing system stating what you will action each month and make a commitment to doing it.

Marketing Activities

Multiple Formats. Ensure your marketing materials are in multiple formats - hard copy, soft copy (PDF) & website.

Brochure. Some people suggest they are a waste of money. My experience tells me that people you meet often like you to leave something with them at a meeting. Loose leaf is best and allows changes to be made easily.

Website. A website allows people to "check you out" before they call or meet you. Even a basic low cost website costing under $1,000 can make a first meeting with a potential customer feel like a second meeting because they are already familiar with you and know a little about your business. Even if you can't afford one now, register your domain name so you can have it on your business stationery and put "under construction" on the site.

Email. Have a professional email address that portrays a serious business. Have a professional email signature (the blurb below your email message) that lists your contact details. Use a consistent email style and etiquette. Every business email you send is marketing.

Personal Branding. Develop a personal brand. What do you stand for? What are your values? How do you dress? How do you communicate to book meetings, return phone calls and emails? How do you write emails, letters, proposals and make presentations? Develop a style and present yourself in an authentic manner in which you wish to be portrayed. Do this every day forever.

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