Copywriting USP - Unique Selling Proposition

Did you do your homework? Have you thought about the unique benefits 
your business offers that you might turn into your USP? Do you have lower
prices ... better service ... a bigger selection than your competitors?

We're talking about positioning your business for success by way of a USP
-- a Unique Selling Proposition. It's what distinguishes you from your
competitors and makes your offer appear to be more valuable to your
customers. 

If you have a product or service that no one else offers, your USP is 
pretty much built in. But in an area where there is competition -- like
Internet Marketing -- your customers are on information overload.

To deal with the endless barrage of "buy from me" pitches, it is only 
natural for a person to choose something to believe. He/she will then
filter out anything contrary -- until new information comes along that 
is compelling enough to get them to change their position. 

Unless you can do it by price alone, that presents you, as a marketer,
with one heck of a creative challenge. So how exactly do you come up 
with your USP?  You research, brainstorm, make lists -- think, think, think!

You think about what you might be doing that is different from your 
competitors ... why people should buy from you instead of them ... 
what benefits might a customer receive for doing business with you? 
Answer any of those questions and you'll have your USP! 

Of course, you've got to know who your competition is and what they
are offering. What's their pricing? Are they adding things to the offer
that you don't have in yours? Giving away a ton of freebies? Are they
running a contest? Is their customer support outstanding? Do they back
their product or service with a spectacular guarantee? Do they have a 
choice of offers? Is there any other advantage that gives them greater 
appeal? If it's any of these things, you simply have to do better.

If you can come up with more than one USP, that is a big plus. One
sentence or short paragraph is all it takes for each. Just be sure that
your message is crystal clear, and that you can live up to any promise
make. If you decide to promote your business as giving great customer 
service, you'll want to have plenty of testimonials to that effect.  If
you're going to give a free gift or gifts, give something that has real
value. Don't offer something that can be found just about anywhere.

Still having trouble thinking of something? Look for inspiration from
the big guns -- your all time favorite USPs from TV and print ads.
Think like Avis vs. Hertz -- "We Try Harder"  or Seven-up vs. Coke
-- The infamous UN-cola." 

Remember the Maytag repairman who had nothing to do or the 
bank that never slept?" Make your service sound that extraordinary. 
Ever had an "Excedrin" headache or used the "quicker picker upper?"
Make your product sound better and stronger than others in its
in its category. Do exactly what Apple Computers did to stand up
to the invincible PC world: "Think Different!" 

Silly as it may sound, after all this -- once you come up with your
USP, be sure to use it in every way possible. You'd be surprised
at how many of your competitors don't have one of their own.
Bad for them, but great for you! 

Still need help? Hey -- "Reach out and touch someone!" Write me
at phylsmac@aol.com and let's try a little brainstorming. Offering
a hand to the competition is a USP that works for me! :-)

Wishing you success in promoting your business.