If you’ve been following along in this series, we’re going to jump right into Law #2 from the 12 Laws of Online Marketing with Business Blogs, RSS, and Podcasts.

(If you missed earlier installments to this 13-part series, you’ll want to go back and read part 1 and part 2 to learn some critical requirements for making these laws work in your business.)

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

Your USP is your “Unique Selling Proposition”. It’s a simple statement of the specific advantages you bring to your clients. It’s a clear statement of what sets you apart from your competitors. Whether communicating online or off-line 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 always be centered on your clients

Your USP woos your target audience

Your USP is a concise, benefit focused, and easy to understand statement. A good USP will be between seven and 18 words. The main purpose of your USP is to answer the question “why should I do business with you instead of your competitor?”

A classic example of a nearly flawless USP is Dominos old USP. “Hot, fresh, delicious pizza delivered straight to your door in 30-minutes or less – or it’s free!”

When people would hear or read that USP they knew exactly what they got. They know how they got it. And they knew what happened if Dominos didn’t deliver on their promise. The only reason Dominos stopped using this USP is because of lawsuits against the corporation due to Dominos delivery drivers getting into accidents.

Your USP keeps you focused

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 always have your focus on what your clients really want.

Your USP and your business blogging

Now why would your USP be important to keep in mind when it comes to business blogging? The answer is in the first word of the term “business blogging.” Yes, we are blogging to build relationships with people. But you are in business, and your goal is to grow that business – right?

Law #1 and Law #2 work hand-in-hand to create communication and conversation that not only builds rapport, but also helps 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 light-years ahead of your closest competitor.

Remind yourself 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.

As you learn some of the 12 laws you may think to yourself that they seem like common sense. But beware! Even though some of these laws may not seem like “secrets,” just stop and think how many business owners ignore these laws in their online and off-line marketing! And with that ignorance, these owners doom themselves to a lifetime of struggle where they just get by.

This series will help you prevent that from happening to you. I promise once you start applying these 12 laws for effectively marketing with business blogs, RSS, and podcasts you’ll be like most of our business coaching clients who see a host of self-multiplying results. And your competitors will feel like pigs wallowing around in the mud in the middle of a September hurricane in Florida.

In part four of this series, your digital business coaching will continue with Law #3 of the 12 Laws of Marketing with Business Blogs. You’ll learn the number one measurement for determining how much time, energy, and effort you want to put into business blogging.

John-Paul Micek is a published author and weekly columnist for the business section of the Honolulu Star Bulletin. He’s known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™.


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