Your USP is Useless
One of the keys to writing good marketing copy is to differentiate your product or service from the competition with an effective selling point. And it is on precisely this element that many otherwise competent writers flounder and flop ? and so does their copy.
Because the key word here is "effective" not "different" or "unique".
"But wait!", you say, "Isn't my Unique Selling Proposition what makes the sales message effective?"
Ah, Grasshopper...maybe, maybe not.
You see, the problem with most USPs is that they start with you (pun intended). And you can be unique and different all you want, but if it means nothing to me ? what do I care? The same applies to your customer. For your USP to be effective with your prospect, it must first be relevant to them. The two are inextricably linked: effective = relevant, and relevant = effective. Without this link, the "U" in your USP stands for "Useless".
Taking this concept a step further, let's think about the "Selling" part of USP. "Selling" implies that you are thrusting something at the prospect that they don't need and may not want. By changing "Selling" to "Service", you are now offering your prospect something that will enhance their life and make it better in some way ? you are offering to "serve" them, not "sell" them. Thus, a Unique Selling Proposition becomes a "Relevant Service Proposition" or "RSP" ? a totally different concept, and one that echoes throughout your communications.
Ask yourself these questions:
What am I offering?
To whom is it relevant?
What is relevant to them?
How is what I offer relevant to what's relevant to my prospect?
The answer to the last question is your RSP.
To craft your RSP takes a bit of good, old-fashioned hard work. The only way you are going to discover what is relevant and of service to your prospects and customers is to do your homework. Luck will not take you there. You must get to know your prospect or market ? intimately. Only then will you truly know what their hopes, dreams, and problems are, and only then will you know how what you offer is relevant to those hopes, dreams and problems.
Psychological research tells us that the most attractive and easily recognized word to a person is the sound of their own name. Use that principle in your search for your RSP. Then, instead of being about how great you are, it becomes about what your prospect secretly hopes you'll do for them.
Now you know how to get their attention...
About The Author
Professional freelance copywriter Collette Gillian helps her clients create effective marketing communications for the Web and beyond. To get a free quote on your next project email her at collette@bestwriter4u.com, or phone (801) 532-2147.
©Copyright 2004. Collette Gillian dba bestWriter4U.com. All rights reserved.
 Google News Updated : Mon, 06 Oct 2008 20:48:44 GMT Westbrook has fractured ribs; status in doubt - FOXSports.com
FOXSports.com - by FOXSports.com The Eagles may have lost more than a game in their 23-17 defeat at the hands of the Redskins on Sunday. They may have lost their star running back for this week's game against the 49ers. Two Fractured Ribs For Westbrook Eagles' Westbrook has fractured ribs Publ.Date : Mon, 06 Oct 2008 19:43:28 GMT Russia accuses Georgia of trying to wreck ceasefire - Reuters
Reuters - By Christian Lowe MOSCOW, Oct 6 (Reuters) - Russia accused Georgia on Monday of trying to sabotage a French-brokered ceasefire by mounting a series of violent attacks on Russian targets across the region, but Tbilisi said the allegation was baseless. Russia says 'forces in Georgia' seeking to provoke new conflict Moscow picks Switzerland as Georgia agent Publ.Date : Mon, 06 Oct 2008 18:33:38 GMT Bedroom Fan Cuts SIDS Risk by 72% - U.S. News & World Report
U.S. News & World Report - By Serena Gordon MONDAY, Oct. 6 (HealthDay News) -- Just keeping the air moving around a bedroom seems to dramatically reduce a baby's risk of sudden infant death syndrome (SIDS), new research suggests. Fan in baby's room may help prevent SIDS Fan Use Is Linked to Lower Risk Of Sudden Infant Death Syndrome Publ.Date : Mon, 06 Oct 2008 20:06:28 GMT Miley Cyrus' sweet 16 birthday bash at Disneyland - Los Angeles Times
Los Angeles Times - Although she doesn't actually turn 16 until Nov. 23, the Disneyland theme park in Anaheim closed Sunday night for the "Hannah Montana" star's major life event. Video: Miley Cyrus Celebrates Her Sweet 16th 'Hannah Montana' star Miley Cyrus has Sweet 16 at Disneyland Publ.Date : Mon, 06 Oct 2008 17:46:49 GMT SAP warns on Q3 earnings, cites turmoil in financial markets - Computerworld
Computerworld - By Chris Kanaracus October 6, 2008 (IDG News Service) SAP AG reported today that its third-quarter financial results will be below expectations due to a drop-off in sales late in the quarter - a surprise occurrence that the software vendor blamed on ... SAP saw sudden drop-off in software sales SAP Warns on Q3 Earnings, Cites Economy Publ.Date : Mon, 06 Oct 2008 20:08:54 GMT Pelini angry with Nebraska's penalty binge - ESPN
ESPN - Nebraska coach Bo Pelini blames himself and his staff for the Cornhuskers' early problems with penalties. Nebraska ranks 115th nationally with an average of 9.2 penalties per game and 110th nationally with an average of 74.8 penalty yards per game. Pelini says there's no proof a player spit on Missouri's Daniel Nebraska game at ISU to kick off at 11:30 a.m. Publ.Date : Mon, 06 Oct 2008 19:53:35 GMT Dow plunges below 10000 amid global sell-off - The Associated Press
The Associated Press - NEW YORK (AP) - Wall Street suffered through another traumatic session Monday, with the Dow Jones industrials plunging as much as 800 points and setting a new record for a one-day point drop as investors despaired that the credit crisis would take a ... Video: Wall Street Tumbles Amid Global Sell-off Dow Plunges 700 Points Amid Global Sell-Off Publ.Date : Mon, 06 Oct 2008 19:41:28 GMT Increase Web Traffic |
PARLOT::Ebooks, Scripts,
Websites, and more... I want to tell you how I go about writing... Read More Summer is finally here and school is out, but learning... Read More Your goal is to land a few nice, secure freelance... Read More Here's a critically important copywriting technique I use when writing... Read More Every person has secrets that only he or she knows,... Read More The difference between good copy and great copy is the... Read More You have a choice. Do you want to be constructive... Read More Even for those with the skills needed, finding copy editing... Read More Lately, I've been getting emails from other copywriters who ask... Read More When one is in a creative state, rarely can one... Read More Chances are that you are making many, if not all,... Read More Whether you're selling a product or service, the 10 tips... Read More Many professional freelancers will go their entire career without ever... Read More A significant reason behind websites that fail is the lack... Read More These days, there's widespread acceptance that a website is an... Read More Headlines attract attention. Headlines generate interest. The time spent writing... Read More Ask any copywriter what the first commandment of copywriting is... Read More One of the most important priorities of evey online business... Read More If you find that your progress is blocked by a... Read More Professional copywriters are well-familiar with what's commonly referred to as... Read More I like to use power phrases when writing sales material.... Read More Quotations are expressions, usually in the spoken form or in... Read More Pretty or elegant? Good or scrumptious? Nice or delightful? There... Read More Lets start with copyright infringement.It is easily explained as copying... Read More A passionate debate is currently raging in the Copywriters Forum... Read More
Adsense
websites
How To Write Powerful Headlines
Writing Suitable Copy for the Press
How To Find Freelance Copywriting Jobs
Some Important Tips On Proposals And Price
A Writers Secrets
Three Tips For Magnetizing Your Copy
Discover Your Creativity
How You Can Find Freelance Copy Editing Jobs
Copywriting: Secrets of a Freelancer
Working on the Internet: Role of Proofreading and Copy editing OnLine
5 Deadly Copywriting Mistakes That Kill Sales
10 Keys to Copy That Sells!
Writing For Sex Markets
How to Write Carrot-Wielding Copy!
Web Copy ? How Much is Enough?
Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines
Segmenting Your Target Audience Through Your Copywriting
Five Steps To Online Copywriting Success
Freelancers Can Jump-Start Your Publicity Initiative
Copywriting Tricks: Nailing the Voice
Power Words And Phrases
Quotations as Expressions in Life
?Super Adjectives? Boost the Power of Your Copy
Copyright, Copyrighting, and Online Copyright Abuse - Save Yourself the Headache by Reading This!
Are Long Copy Salesletters Scams?
Affordable and Reliable Web Hosting Starting at $4.49/Month
3 Ways to Increase Conversion Rates
In a previous article I talked about a few similarities... Read More
Top 8 Techniques - Secrets - Create Ad Copy For Your Business To Sky Rocket
Perhaps the most important benefit in the material that follows... Read More
Website Advertising: 10 Tactics To Make Your Ad Copy More Impactful
If your ad is not generating a lot of sales,... Read More
Working on the Internet: Role of Proofreading and Copy editing OnLine
When one is in a creative state, rarely can one... Read More
How to Start and Sustain a Career as a Freelance Writer
Have you wondered how you can make a career writing... Read More
Your Article Headlines will Make or Break Your Business
Most people with an online presence will have to regularly... Read More
5 Ways to Instantly Improve Your Copy
1. Isolation technique It doesn't matter how good your... Read More
Is Your Content Provider Selling You Ripped Content?
Ripped content: well the term itself is self explanatory. Content... Read More
Are You Losing Customers Because of Typos?
Overlooking simple steps such as proofreading and grammar can affect... Read More
Kick-Start Your Juices
Listen, consider this scenario.You have a deadline to honour. Time... Read More
Working With a Freelance Editor
If you are interested in creating information products, you will... Read More
3 Tips For Writing Content That Will Make You Sales
Content is king. Without content your website is an empty... Read More
Copywriting: Drafting Rules for Professionals
As a professional contractor who wears many hats, you owe... Read More
How To Become A Freelance Copywriter In New York
As a freelance copywriter in New York, your work is... Read More
Health and Fitness: A Huge Industry in Need of Writers
Think about how much you read about and spend on... Read More
How To Personalize Your Headlines For Increased Profits!
Personalizing your headlines to your target audience can significantly improve... Read More
Freelance Writing As A Career
Most people would love to make a living from freelance... Read More
The Number One Copywriting Technique That Makes Your Prospects Read Every Word You Write
How does this sound?Today, I'm going to show you how... Read More
Copywriting Goldmine: One of 20 Insider Secrets to Great Copywriting
Each weekday during my Red Hot Copywriting Bootcamp, attendees (or... Read More
Help, Help, Help, Sell
Here's a fundamental difference between copywriting offline and copywriting for... Read More
Bullshit Avoid the use of the word Bullshit
It is important in this new paradigm of political correctness... Read More
How To Write Powerful Headlines
I want to tell you how I go about writing... Read More
Hook Your Direct Mail Sales Letter Readers With Good Transition Sentences
Anglers in Maine catch trout using dry flies with barbless... Read More
Headlines That Pull, Persuade and Propel!
When writing direct response copy, there are a few things... Read More
How To Test The Body Of Your Sales Copy For Weaknesses
Your sales copy is the life source of your business.... Read More
Copywriting |