Duct Tape Marketing had a great post
on what John Jantsch calls
the Most Relevant Conversation.
This concept takes the traditional
Unique Selling Proposition and
flips it so it is customer driven.
There are multiple unique selling propositions
for my business based romances,
business lessons, the language, a resource page, etc.
In early promo opps,
I’ve tested each angle.
The most successful?
By far?
That the hero or heroine loves
being a businessperson
(i.e. they’re not frustrated painters or writers).
As soon as I talked about how sexy business was,
I moved from leading the conversation
to being simply part of it.
“Selling” went from challenging to easy.