By Li Yen & Cindy LiewEpoch Times Staff

Paul Lim wears more than one hat. He is the founder of two award-winning com-panies – Craftech Printing Services Pte Ltd and AStar Success Pte Ltd – and the Honorary Treasurer and Chairman of Marketing Institute of Singapore’s HR & Finance committee.

With over two decades of experience and a Bachelor of Marketing and Finance awarded by Curtin University Of Tech-nology under the Marketing Institute of Singapore (MIS), speaking with Paul is a rewarding process. He is a businessman who gains insight from the littlest details and will never relinquish any opportunity to improve.

The Selling PointAs a marketer, Paul knows it is crucial to stand out – he has to be upfront and differ-ent – to draw attention from consumers.

A creative idea which Paul has employed was coming up with a video that featured a rapper. He made the rap to introduce the services of AStar Success, a company specialising in Graphic Design, Website Design & Development, Marketing Ideas and 3D Visualisation, which won the Asia Excellence Award 2014/2015.

“My competitors told me - Wow, you are ahead of us now!” he says with a chuckle. “It is a unique way of selling and remem-bering us,” shares Paul, who is also serv-ing in SAFRA Jurong’s Executive Com-mittee.

“How you differentiate and stand out among your competitors is very impor-

tant. The video captures consumers’ at-tention in less than a minute. And it tells them everything about what we do,” he emphasises.

“We will usually email this video to our customer before the sales discussion. Thus, the sales process is cut short as the customer will have already known about us through this video. Therefore, when we meet, we discuss business straight away. In this way, we have won 50% of the bat-tle,” he says with a glint in his eye.

Besides enhancing their Unique Selling Proposition (USP) in the video that draws customers to engage their services, Paul recommends using it solely as a teaser to arouse customers’ curiosity for queries.

“I don’t include 100% of the informa-tion in the video. If you add everything, people will have nothing to ask you,” he

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4 JunE 5 – 18, 2015

Marketing Your Business: Dare to Be Different

Paul Lim (L) receives the Singapore’s Outstanding Enterprise 2014 award from Dr Lily Neo, Member of Parliament for Tanjong Pagar GRC (C), and Mr Leslie Cheng, CEO of SRA (R).

Photos Courtesy of Paul lim

Sun Tzu once said, “Know yourself and your enemy and you will win in battles”.Paul Lim, Founder of Craftech and AStar Success Pte Ltd