Hows Your HUB?

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Hows Your HUB?

Marketing gurus are always coming up with new lingo but oftentimes they are restating the old tried and true concepts in new terms. Marketing students from the 70's and 80's will be familiar with the acronym USP. USP stands for your "Unique Selling Position" and it should be the cornerstone of your marketing.

Today they use a different acronym and talk about your HUB. HUB is a good one because just like the hub of a wheel, the image is that your HUB is at the center of your all of your marketing. HUB stands for "Hottest Undeniable Benefit". What is the single most benefit that you provide for your clients? At Shamrock Business Coaching it is "increasing profits". Maybe you are in a highly competitive retail item business and the thing that distinguishes you from all the rest is that you provide "FREE overnight delivery". Maybe you have the worlds largest tech warehouse and you can make the claim unlike others that you "stock every computer part imaginable".

Hottest Undeniable Benefit. Once you know your HUB it truly should be the center of your marketing. All of your marketing. Web site, informational brochure, postcards, flyers, promotional products, newspaper and radio ads....everything should include this HUB consistently. Even the way you market or introduce your self. Instead of saying "Hi, I'm Sam. I work in a warehouse", say "Hi, I'm Sammy Spade and I help computer geeks find any part they could ever need."

Mike Shannon is the owner of Shamrock Business Coaching, a coaching practice that helps business owners increase profits. You can visit Shamrock Business Coaching on the web at: http://www.ShamrockCoaching.com.

In The News:

Yahoo! News: Top Stories

Democrats criticize Obama's proposed tax cuts (AP)

AP - President-elect Barack Obama's proposed tax cuts ran into opposition Thursday from senators in his own party who said they wouldn't do much to stimulate the economy or create jobs. Senators from both parties agreed that Congress should do something to stimulate the economy. But Democratic senators emerging from a private meeting of the Senate Finance Committee criticized business and individual tax cuts in Obama's stimulus plan.

UN Security Council calls for immediate Gaza truce (AP)

AP - The U.N. Security Council called for an "immediate" and "durable" cease-fire in Gaza in a resolution Thursday night even as fighting between Israel and Hamas raged Â— with early morning airstrikes killing seven Palestinians and pushing the death toll to about 760 in the near two-week conflict.

Mini Dynasty: Tebow leads Gators past Oklahoma (AP)

AP - The game defied expectations. Tim Tebow fulfilled them. He rescued No. 1 Florida, running through and throwing over No. 2 Oklahoma for a 24-14 victory Thursday night that gave the Gators their second BCS championship in three years.

Key panel recommends impeaching Ill. governor (AP)

AP - A key panel unanimously recommended impeachment for Gov. Rod Blagojevich on Thursday, setting up a vote that could make him the first governor to face such fate in Illinois' sordid political history. Blagojevich should lose his job for abusing power, mismanaging government and committing possible criminal acts, including federal allegations he tried to sell off a U.S. Senate seat, the special committee concluded.

Job losses stack up as recession deepens (AP)

AP - Trying to survive a deepening recession, employers are cutting their work forces to the bone, leaving more Americans unemployed and with dim prospects of finding a new job any time soon.

Oversight panel wants better answers from Treasury (AP)

AP - Less than a month after its first report, a congressional panel overseeing the Treasury Department's $700 billion financial bailout is demanding more answers.

Critics' final answer: `Slumdog' wins 5 awards (AP)

AP - The critics have spoken, and "Slumdog Millionaire" is their final answer.

Cheney: CIA did nothing illegal in interrogations (AP)

AP - Vice President Dick Cheney said Thursday that he sees no reason for President George W. Bush to pre-emptively pardon anyone at the CIA involved in harsh interrogations of suspected terrorists. "I don't have any reason to believe that anybody in the agency did anything illegal," he said.

Petraeus: Afghan, Pakistan problems are really one (AP)

AP - U.S. policy to win in Afghanistan must recognize the poor nation's limitations and its neighborhood, especially its intertwined relationship with U.S. terrorism-fighting ally Pakistan, the top U.S. military commander in the region said Thursday.

Prosecutors: Madoff was ready to send out $173M (AP)

AP - Prosecutors said Thursday that investigators found 100 signed checks worth $173 million in Bernard Madoff's office desk that he was ready to send out to his closest family and friends at the time of his arrest last month in what is alleged to be largest financial fraud in history.

U.N. calls for immediate Gaza truce (Reuters)

Reuters - Israel pushed ahead with its offensive in the Gaza Strip on Friday, ignoring a U.N. Security Council resolution calling for an immediate ceasefire in the 14-day-old conflict.

World waits on jobs data as recession weighs (Reuters)

Reuters - U.S. employers probably cut the most jobs in at least 34 years last month as the global economic crisis gathered pace and moves by policy makers took time to filter through to struggling companies.

Panel steps up criticism of Treasury: report (Reuters)

Reuters - A report being released on Friday alleges that the U.S. Treasury has failed to reveal its strategy for stabilizing the financial system, not answered questions asked by a government watchdog, and has done nothing to help struggling homeowners, the Wall Street Journal said.

Citi backs measure to help avoid foreclosures (Reuters)

Reuters - Financial giant Citigroup Inc will support a proposal in Congress to rewrite U.S. bankruptcy law to help troubled mortgage borrowers avoid foreclosure, Chief Executive Vikram Pandit said on Thursday.

Illinois panel recommends governor's impeachment (Reuters)

Reuters - A legislative committee on Thursday recommended the impeachment of Illinois Gov. Rod Blagojevich, citing widespread abuse of power including allegations he tried to sell the U.S. Senate seat vacated by President-elect Barack Obama.

Obama team amending financial rescue package: report (Reuters)

Reuters - President-elect Barack Obama's economic team is urgently overhauling the $700 billion financial rescue package to broaden its scope beyond Wall Street, The Washington Post reported on Friday.

Qaeda Pakistan leader believed dead: U.S. official (Reuters)

Reuters - Al Qaeda's operations chief in Pakistan and a top aide are believed to be dead, a U.S. counterterrorism official said on Thursday, in what appeared to be the latest results of a campaign targeting the militant group's leadership.

Accused swindler Madoff "warm and charming": report (Reuters)

Reuters - Some friends of accused swindler Bernard Madoff considered him a "warm and charming" man, and one of his alleged victims praised him just before his death in 2005, Fox Business Network reported on Thursday.

Gaza toll mounts as UN Security Council urges immediate truce (AFP)

AFP - Israel carried out new deadly air raids on the Gaza Strip on Friday as the UN Security Council called for an immediate ceasefire to end the two-week-old conflict in the Palestinian enclave.

Progress in resolving gas row as Russia agrees to monitors (AFP)

AFP - Hopes for a quick resumption of Russian gas supplies to Europe were rising Friday after Russia agreed on the terms for the deployment of monitors in Ukraine.

Hows Your HUB?

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