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10 Ways to
Write More Effective Ads
The Unique
Selling Proposition (USP)
Page 2 of 2
Unless your prospect knows the inner workings of
both your and your competitor’s product, including the
manufacturing process, customer service, and everything
in-between, then you have a little potential creative licensing
here. But you must be truthful.
For example, if I tell my readers that my product
is bathed in steam to ensure purity and cleanliness (like the
cans and bottles in most beer manufacturing processes), it
doesn’t matter that Joe’s Beer up the road does the same thing.
That fact that Joe doesn’t advertise this fact makes it a USP in
your prospect’s eyes.
Want some more USP examples?
·
We
are the only car repair shop that will buy your car if
you are not 100 percent satisfied with our work.
·
Delivered in 30 minutes or it’s on us!
·
No
other furniture company will pay for your shipping.
·
Our recipe is so secret, only three people in the world know it!
As with most ways to boost copy response,
research is the key with your USP. Sometimes your USP is
obvious, for example if you have a patent. Other times you must
do a little legwork to discover it (or shape it to your target
market).
Here’s where a little persistence and in-person
selling really pays off. Let me give you an example to
illustrate what I mean:
Suppose your company sells beanbag chairs for
kids. So you, being the wise marketer that you are, decide to
sell these beanbags in person to prospects before writing your
copy. After completing twenty different pitches for your
product, you discover that 75 percent of those you visited asked
if the chair would eventually leak. Since the chairs are for
kids, it’s only logical that parents would be concerned about
their youngster jumping on it, rolling on it, and doing all
things possible to break the seam and “spill the beans.”
So when you write your copy, you make sure you
address that issue: “You can rest assure that our super-strong
beanbag chairs are triple-stitched for guaranteed leak-proof
performance. No other company will make this guarantee about
their beanbag chairs!”
For a really in depth look at how to perfect a
better USP checkout
http://www.informativebooks.com
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