Sometimes called your USP or unique selling proposition; it’s your brand promise. I like to refer to it as the closing statement. That little phrase that pays – that defines your company, your product, your service? The phrase that makes just the right client or customer stand up and take notice.

So what’s Your “Closing Statement?”

What sets you apart from all the whatahoozit manufacturers or consultants or companies in all the world (or at least your part of the world)? Are you having trouble trying to figure it out? Is the one you use not working for you. Perhaps you have not fully or clearly defined your market position.

Here are a few brand promises that work:

a. Florist: “When you have something to say, let our flowers second that emotion.”

b. BizJet Express Where Everyone Travels First Class

c. Life Coach: “People Want to be Optimistic”

d. Banking: “Small enough to know you, large enough to serve you”

e. Cosmetics company: “Beauty lies within”

f. Furniture Company: “Making America a great place to sit”

Here are Six Tips to help you create or recreate your ‘closing statement.”

1. Get your team (employees, staff, assistants, partners) together – those folks whose business acumen and opinions you trust.

2. Put yourself in the shoes of your potential customer/client. What is it she or he wants from your service?

3. Make a list off the kinds of things these people might say about your products and services (that means YOUR products specifically, not your industry in general) including stereotypes, competitors, the global market.

4. Now take a look at the list from your own perspective. What makes your company different?

5. Choose those words, phrases and descriptors that you can claim as truly describing your company and distill them down to a single message that you can use.

6. Put it in writing – look at it for a while, make sure it is understandable and then test it out on your current customers, if it works, incorporate it into your marketing. If not, back to the drawing board.

When you have come up with the perfect “Closing Statement” for your company you will notice that the right clients and customers start showing up.

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