10 Jan 2018


1. It positions you in the marketplace. The whole point of a BPS is to answer the question “What challenges exist in your industry and how is your company uniquely capable of resolving them?”

2. It separates you from your competitors. In other words, it answers a crucial question for the customer—why they should pick your company.

3. It’s shaped like a sales funnel: from big to small, from industry to your business. Because of this, it’s valuable in a host of other ways, such as for rethinking your website layout or content strategy to improve sales.

4. It creates a trove of top-notch content that you and your marketing company can always refer to when you need something to post to your website, blog, Facebook, Friendster.

5. It compiles valuable statistics about your market demographics that you can continue to refer to again and again.

6. It can easily be converted into a slide presentation for speaking engagements or proposals.

7. It solidifies your brand. Knowing the answer to all of the above promotes consistency of your brand, which in turn boosts the confidence with which your brand interacts with the world.

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