|  | Developing a winning USP Simply put, your USP or "Unique Selling Proposition" is the feature or benefit that makes your product or service stand out from the competition's. It's what makes your product a better buy than all of your competitors, of and by itself... it's the "something different" that your prospects can't get anywhere else... it's only available from you. Without a unique selling proposition, the average Joe has no way of knowing why he should choose your product or service over all of the others that are available. And it's your responsibility as a copywriter to tell your potential customers why your product is more desirable. If you don't tell them why, they'll never know... it's that simple. Never assume that your prospects know anything - make the effort and tell them. USP based copywriting is the most effective, wallet-fattening writing there is. With very few exceptions, all truly effective copywriting is based on this concept so don't overlook it. How to develop a winning USP. Coming up with your USP is actually pretty simple. This method was developed by Jay Abraham and it uses a small form that you can download from this site: Click here to download the USP developing sheet. Now that you have it open it, print it and start filling-up the blanks. Let me give you an example of how it's done: "You know how most e-books look just the same and have the same dull interface as the next one? Well E-ditor 2 has changed all that. Now you can create custom skins that will make your e-books stand out from the crowd and get more sales. Plus it comes with a full 6 months total satisfaction or your money back guarantee!" Do you see how the questions work to help you get a handle on what's unique about your business? This method is so simple, it's beautiful. It's power is in it's simplicity. Developing a USP will do several things for you and your business: 1) It wil lay out in precise detail what your customers can expect from your relationship. This builds up on your credibility. 2) It gives you an overall focus on where the rest of your advertising and marketing efforts should go. 3) It's highly unlikely that any of your competitors will have anything even remotely like a USP; and so yours will have an incredible knock-out blow to anyone else who tries to compete with you. They don't stand a chance because none of them can clearly, and succintly express the reason why their prospects should do business with them instead of doing it with you! And that, my friend, is a powerful position to be in... Back to section 2 |