1. USP (Unique Selling Proposition)
Having a well defined USP can really help make your marketing efforts easier.
A good USP should:

+ differentiate you from your competition and define your uniqueness
+ emphasize the benefit to the customer
+ be short, specific, and easy to understand

The USP should answer the basic question: why should your target audience choose your
company over the competition?

Examples of Good USPs
+ M&M’s - “Melts in your mouth, not in your hands.”
+ Domino’s Pizza - "We deliver hot, fresh pizza in 30 minutes or less or it’s free."

2. Marketing A,B,C's
A) Your goal (other than increasing profits) is to create separation and brand distinction
between yourself and the competition. If you offer something that no one else does
or if you are first-to-market with a product service–exploit the gap between yourself
and the pack. Make sure your designs are built around this marketing message. Think
hard about your business, "we offer great customer service" is not a brand distinction.
B) The more people see your business, the more likely they are to use your services.
This is why it's the combination of several marketing methods that yields the best results.
Don't put all your eggs in one basket.
C) Ask your customers/clients what they think of your services, if they even know all the
services that you provide, and (be humble) ask them what they think of your company.

3. Marketing Budget
There is no simple formula for calculating a marketing budget. However, it is imperative
that small businesses consider their objectives first before thinking dollars. Make sure
your objectives are realistic. Highly targeted objectives are easier to achieve. Remember,
marketing and advertising are an investment, not an expense.

You should consider:

+ the one-time start-up expenses and if they are to be paid out monthly or lump sum
+ the amount needed to successfully market the product throughout a specific time period
+ the fixed costs that will be incurred while achieving the objectives
+ the time it will take to see measurable results

4. Marketing Psychology
When things are going well, it is important to keep marketing aggressively and not
to be overconfident.  Conversely, when things aren’t going as anticipated, avoid panic,
reevaluate your marketing strategy to see what adjustments are in order, and keep in
mind that patience is a necessary component of your marketing efforts.

5. Website Visibility
Designing and uploading your website is only the beginning. If no one knows it's there,
you are wasting your design and hosting money. Your website must show up in search
engine results for several of your keywords. If the consumer is not finding you–they are
finding your competition.