Secrets to Success Deborah Cole Micek and John-Paul Micek

Why should your prospects do business with you

In part two of this series, we discussed Law #1: All of your online and offline marketing, and all of your profits depend on your clients.

Law #2. Your business blogging (and all of your online marketing) must start with your USP in mind.

Your USP is your "Unique Selling Proposition" -- a simple statement of the specific advantages you bring to your clients -- a clear statement of what sets you apart from your competitors. Whether communicating online or offline with your target audience, your USP must be at the core of the conversation. And, in keeping with the first Law of Marketing with Business Blogs, your USP must be centered on your clients.

Your USP is a concise, benefit-focused, and easy-to-understand statement. A good USP is seven to 18 words long. The main purpose of your USP is to answer "why should I do business with you instead of your competitor?"

A classic example of a nearly flawless USP is Domino's old USP: "Hot, fresh, delicious pizza delivered straight to your door in 30 minutes or less -- or it's free!"

When people heard or read that USP, they knew exactly what they were getting; how they got it; and what happened if Domino's didn't deliver on their promise. The only reason Domino's stopped using this USP is because of lawsuits against the corporation due to Domino's delivery drivers getting into accidents.

Another important benefit that comes with a well-crafted USP is for you and your employee team. Your USP helps you clarify the precise nature of your business. It's like a mission statement for your marketing. And once you follow the necessary steps for creating a high impact USP, you and your team will be focused on what your clients want.

YOUR USP is important to keep in mind when it comes to business blogging. We are all blogging to build relationships with people, but you are in business, and your goal is to grow that business.

Law #1 and Law #2 work hand in hand to create communication and conversations that not only build rapport, but also help to position your company firmly in the forefront of your prospects' minds. If you were to only focus on these two laws alone, you'd be years ahead of your closest competitor.

Think of your USP every time you sit down to create a new post, article, or podcast on your business blog. This one simple step will help you accomplish more with your online marketing than you ever dreamed possible.

Part four of this series will continue with the 12 Laws of Marketing with Business Blogs. You'll learn the No. 1 measurement for determining how much time, energy, and effort to put into business blogging.