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.

---

What Is Persuasive Copywriting And How Can It Help Your Business?

Persuasive copywriting is what draws the attention of prospective customers.... Read More

Quotations as Expressions in Life

Quotations are expressions, usually in the spoken form or in... Read More

Promote Your Business and Get Paid for Doing It!

How can you gain credibility and exposure for you and... Read More

How to Write Ad Copy that Sells

When I write copy for my advertising clients, I always... Read More

3 Ways to Increase Conversion Rates

In a previous article I talked about a few similarities... Read More

Why You Should Write To Inform And Not To Sell

Advertising is key! Unfortunately most people waste their money on... Read More

3 Copywriting Tips - How To Edit For Mass Appeal!

Web copy that's intended to sell or generate leads needs... Read More

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process

Whether you're an executive or a small business owner, chances... Read More

The Biggest Mistake Copywriters Make

Most of the sales pieces people ask me to rewrite... Read More

Freelance Writing As A Career

Most people would love to make a living from freelance... Read More

Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for... Read More

How To Write Headlines That Grab Your Prospects Attention

It doesn't matter if you're writing an article, a newspaper... Read More

Some Important Tips On Proposals And Price

Here's a critically important copywriting technique I use when writing... Read More

Making Your Purpose Your Business Step #4 - Organizing & Developing Online Content

If you have done your homework then you are ready... Read More

The Lead: Sinking The Hook Into Your Prospect

You only have an instant to capture your prospect's attention.... Read More

Freelance Copywriting Advice #1: Take the Scary Jobs

From time to time you will be faced with an... Read More

Accelerate Your Freelance Copywriting Master Business Plan!

Ever wish for your own copywriting business?Ever wish you could... Read More

Cleaning Up Your Copy

When you are beginning to write, you gather as much... Read More

Is Your Content Provider Selling You Ripped Content?

Ripped content: well the term itself is self explanatory. Content... Read More

Kick-Start Your Juices

Listen, consider this scenario.You have a deadline to honour. Time... Read More

How Ghost Writing Articles And Booklets Can Earn You Big Money!

Do you want to make $5000, $10,000 or more every... 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

How to Write for a Paper or Magazine

l. Introduce yourself to the editor of your local newspaper.... Read More

Knowing Copywriting Basics - How To Get Ahead In Your Copy Writing Business

In order to get ahead in your copy writing business,... Read More

Writing Suitable Copy for the Press

Summer is finally here and school is out, but learning... Read More

Its the Headline, Stupid! - Writing Powerful Headlines

"It's the headline, stupid," is the sign that hangs over... Read More

Copywriting: Secrets of a Freelancer

Lately, I've been getting emails from other copywriters who ask... Read More

Writing Benefit-Driven Web Copy ? 4 Steps to More Sales

You've identified the benefits you offer your customers, but how... 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

Web Writing - Dont Lose Your Visitors Attention!

Did you know that your writing can have a huge... Read More

Should You Use Testimonials When You Create A Web Site?

You've probably seen web sites with testimonials - they can... Read More

5 Rules for Effective Written Sales Communications

Most salespeople have great ideas, but when it comes to... Read More

Magic Words That Sell and What Words to Avoid

We all know words are powerful. Whether written or spoken,... Read More