This course explores the key core elements of a marketing strategy.

Strategy is more than using any particular channel or avenue such as content marketing, Facebook ads or Google Adsense, email marketing or messenger marketing, etc. It’s how the elements work together in a marketing system and overlap each other in their effect. Each one can make a business more profitable.

These elements can be woven into a business of any kind, from a one-person local consulting firm, or a ten-person online business. The principles are relevant to anyone wanting to market or promote their business. The course will begin with the concept of a unique selling proposition (USP) and will end with internet marketing, and cover 9 key elements of a business system.



Whether you’re selling a product, a service or yourself as a solution, there has to be a reason for a prospect to choose you rather than others like you. It is something that the prospect really wants and needs; it is called a unique selling proposition, or USP. What do you have that your competition doesn’t?

Fail to do this in any niche or market and risk becoming a commodity. Being a commodity means that there are few or no differences between you and other players. Then the only option is to compete on price. You then compete with companies like Amazon, Alibaba and Home Depot online and Target and OfficeWorks, or local chain stores. All are companies that buy and sell on a massive scale and can afford to lower their prices almost indefinitely.

Fail to do this in any niche or market and risk becoming a commodity.

Being a commodity means that there are few or no differences between you and other players. Then the only option is to compete on price.

You then compete with companies like Amazon, Alibaba and Home Depot online and Target and OfficeWorks, or local chain stores. All are companies that buy and sell on a massive scale and can afford to lower their prices almost indefinitely.

If you can’t lower the costs of buying and/or production you need to cut into your revenue and profits in order to stay in the market.

On the other hand, when you have something or a few things that your customer must come to you to get, you can reasonably price your product for profits.

You can also expect that the customers who come to you will be those that truly resonate with your product. There are several other ways than price to compete in a marketplace…

• Unique features: some aspect of what your product is/does that is unique.

• By doing something more or better than the competition.

• By narrowing down who you serve and developing an expertise within that field or group.

• By offering a unique guarantee.

• You could compete as the leader in terms of pricing, inadvisable in most markets.

The key to making the USP work for your business is to make sure to keep it front and foremost in the customer’s mind, stated prominently online and in social media. Your content marketing strategy is crucial to this.

Present prominently with any correspondence, face to face meetings or live online meetings. Consistently deliver your USP. It is important is that your advantage is sustainable; and not easily copied by bigger competitors.

Tags: business strategy