What is it that makes your product unique?
Let’s be honest — there are hundreds of multivitamins available to consumers these days.
And when is the last time you heard someone tell you that the one thing they really needed in their life was another financial newsletter?
So if you’re selling a multivitamin, what is it about your product that makes it more desirable than all of the rest?
And if you’re selling a financial newsletter…what is it about your letter than makes it so important that the reader should consider its advice over that of their broker or other mainstream “experts”?
As the business owner, chances are you know the answer to that question. You live and breathe it every day, most likely.
If you don’t know the answer to that question — why your product is unique — then I’m afraid even the most expensive copywriter in the world won’t be able to help you.
The Unique Selling Proposition, or USP, is the most important component of your overall marketing strategy. There’s no question that you know what makes your product unique…but is your marketing copy getting this message across to the reader?
It is absolutely essential that you explain to the customer or prospect — in clear terms — what it is about your product or company that makes it unique…and a better choice than the competition.
So it goes without saying that the first thing you should make certain of when reading a new piece of sales copy is that your product’s unique advantage comes through loud and clear.
Your sales letter — or any direct marketing contact with a potential client — is your chance to convince the customer to do business with you. If you don’t seize that opportunity and make it clear to the customer why your product or business is superior…then you’ve likely failed to make the sale.
When you receive a draft of your new direct marketing sales copy from the writer, take a fresh look at it to see if the Unique Selling Proposition is abundantly clear. In particular, pay close attention to the first 500 words and make sure that the copy addresses the issue head-on.
Jody Madron is a results-oriented copywriter with more than 20 years of breakthrough marketing experience. To learn how Jody can deliver results-boosting copy — ahead of your deadline — visit www.MadronMarketing.com.
