The Articulated Sales Argument
How to Separate Yourself From The Competition
The first and most important element in the Success Marketing system is the Articulated Sales Argument or ASA. In a nutshell, the ASA is the argument you build, the case you design, and the reasons you give why a prospect should do business with you. Your ASA should distinguish your business from all the competitors. It will make you the obvious choice and lead prospects to the conclusion, "I would have to be an absolute fool to do business with anyone but you…regardless of price."
 

You may have associated the ASA to current business buzzwords like "niche marketing" or "unique selling proposition." The difference is we are not only going to introduce you to the concept, we are going to help you implement the underlying principle in a systematic way in your business.

An ASA Will Raise Your Business Above The Noise
Take a look in the yellow pages and you will find pages of ads for nearly every given product or service. Each ad seems to shout the same thing: "best, cheapest, honest, friendly service" and many other empty words.

We call this condition NOISE and it is one of the primary reasons for the Confidence Gap. This condition is not exclusive to the yellow pages, it is in every aspect of marketing and advertising. How then can a prospect determine which, if any, of the offers is the greatest deal? Generally speaking, they cannot. The result is a prospect calling the first few ads then going with the lowest price.

You may be aware that in your industry lowest price does not always reflect the best deal. You can probably name a competitor or two that offer a lower price than you. You can probably also identify how buying from your competition would result in less value for the same money spent. The most important question is does your marketing make your value clear to the prospect?


Build A Case For Your Product Or Service Like An Attorney Would
Envision your marketing situation as a court case - your prospects are the jury, you are the defendant and you must prove to them without a doubt that your product or service is the most practical alternative amidst all the competition. Now remember: this is a life or death situation.

Under these circumstances, are you going to settle with a defense that says, "we're better, we're cheaper, we're professional or we've got better service"? Of course not! You are going to probe your jury to know what they will be sympathetic to and respond to. You are going to give substantial, quantifiable evidence to back yourself up.

Once you have gathered this information about your business or developed your ASA, selling becomes incredibly easy. You will have the entire framework for any marketing and media you will ever need to create for your business. In effect, you have defined the "Inside Reality" or the "something good to say."

Once you have this clearly defined, you are ready to work on the "Outside Perception" or "saying it well." We have organized a guide to help you gather and organize all the information you will need to build a strong case for your business.