Stand Out From Crowd

Welcome back, let's have a look of nuts -bolts of good web copy. 

Features…. Benefits… Results.

Is it that easy? Huh…

These three are just the start of building the wall which will support the all-important Unique Selling Proposition( USP). 

USP is an important consideration in writing copy that generates sales. 

Simply put, that’s the one & only overriding thing that distinguishes the product or service you’re writing about from similar product or service in a favourable way. 

In one sentence - “USP gives the competitive advantage to the product or service.”

Like -

BMW- The Ultimate Driving Machine.

Domino's Pizza- Fresh, hot Pizza deliver to your door in 30 minutes or less.

There’re millions. Aren’t there?

The point is these are just more than the slogan. 

This USPs convey the idea that there is something special here, that no other company, product or service can match. 

Creating strong USP is especially important in today’s World, where there is a flood of competing products & services of every kind.

It conveys the feeling that it’s more valuable ...and perhaps more exclusive- than the competitor’s offering. 

USP gives a specific & compelling reason to buy from you rather than the competition.

Strong USP provides the groundwork of all marketing efforts. 

But here are few things to consider while you are thinking it through-

• Define The Product’s Uniqueness- The uniqueness of the product or service is the core of the USP. It shouldn’t be hard to define. If the product or service has lots of competition, USP may be found in how it’s sold, marketed, delivered or guaranteed… means rather than the features, it’s all about benefits.
• Be Specific- Say it clearly & specifically so people can understand right away & why they should buy from you only.
• Be Brief- make them short one sentence or two most- easy to remember & say. The more concise you’re the more memorable your USP, and the better your results will be. 

Is your USP shouting loud enough? If no … it’s time to get one. 

Amita Singh

Direct Response Copywriter