“” Stand out positively from the competition and attract new customers from the marketing comes the term unique selling proposition “, which translates as unique promise of sale” means. Many experts also speak of unique selling points”different from comparable offers distinctive properties, a company, a product or a service. It is a challenge to present a uniqueness that should have a benefit for the customer (customer, Subscriber) addition in an unmanageably large education providers market. The last point cuts can be made, because it is first, to create a memorable with a memorable image, that potential participants, multipliers and the partial public spheres, interesting for the carrier with the institution or person connect. There is a difference in terms of the characteristics between education providers, which are perceived outside as organizations and freelance “Individual trainers: institutions: location (region or building) historical or other events, in conjunction with the educational institutions are close to a point of interest” (E.g., monuments, natural phenomenon…) “” Characteristics of lecturer teams inner design of the premises a motto, under which about is people: certain character traits and personality traits abnormalities in the curriculum vitae selected hobbies a particular course or a special qualification a marketing tool that can be used both for institutions and people, is the storytelling “, what by some authors also narrative management” called. It involves the development of a pictorial, emotional story that has to do something with the education provider and which is told again and again. She should be based on true events, because if then out comes that a fairy tale is told, there is a positive impression. It is important that the story is simple and easy to remember.
As Suggestion, the above points can be used to develop of an appropriate narrative. Even though the tale of the competence centre of gravity or the seminar topics in the training provider is detached, acting as the emotional USP. This message consistently transmitted outwards, always the same desired effect occurs. “People associate things with the provider: Oh, you are but the coach, who has sailed around the world in 80 days.” Dr. Birgit Lutzer