Unique Selling Proposition (USP) Chapter 2 : Basic principles of copywriting If you analyse what they say they sell, not just their product or service characteristics, you can learn a great deal about how companies distinguish themselves from competitors. Period. Keep educating them about why you are so special. Forming an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions. Competition is the natural order in business, especially for ecommerce brands where it’s not just your local competitors that you need to worry about. Written in 1923, Hopkins’ text is imminently practical and built — just like Joanna — on the fundamental principle of testing, testing, testing. Every company that wants to … When embarking on a piece of copywriting, identifying your USP is essential.. Third Love’s USP is a powerful promise. Braveen Kumar is a marketer and content creator at Shopify where he develops resources to help entrepreneurs start and grow their businesses. It’s not just a key part of the messaging in their ads and the copy on their site—they even have a Fit Finder quiz that allows first-time customers to find the right fit for them. At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand: “What makes you different from the competition?” Once you have decided what your USP is, distil the answers into one single corporate USP. Copywriting is, therefore, a form of inbound marketing. Many temporary tattoo products are intended for kids and feature simple and silly designs. So instead of trying to be the best, why not try simply to be different? Death Wish Coffee, however, chose to cater to those who need an extra kick in their cup of joe by instead selling the “world’s strongest coffee”. Longevity, especially for high-priced, everyday carry products is definitely a unique selling point, especially when so many competitors are focused on positioning their products as status symbols, the stylish trends that you’ll want to replace next year, or a cheap solution to an expensive look. PPS. 1. This product ethos means that they only sell products that live up to this standard and pit themselves against a rampant problem in their industry. Learn how to improve your website copy with our free, curated list of high-impact articles. One of the first things that you notice about Saddleback Leather’s site is their famous tagline: “They’ll fight over it when you’re dead.”. Simple, quick and agile process. The artists behind their designs are as much a part of what they sell as the tattoos themselves, getting prominent profiles on their site organized under a section dedicated to Artists and their works. Healthcare/Pharmaceuticals. At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand: “What makes you different from the competition?” The 3 Components of a Good USP. But searching for a USP … Women’s lingerie is a billion dollar industry, so newcomer Third Love had to find a way to make sure they were able to compete with the legacy brands. As the session progresses, your job as facilitator is to use the Socratic method of probing deeper and deeper to find out the real reasons why people buy from you. Knowing the right way to position yourself and your products can mean the difference between standing out and blending in. In addition to boldly declaring it on their site and packaging, and breaking down how it’s made, they also offer full refunds for anyone who says that the coffee wasn’t the boldest cup they’d ever had. You crowd fund them.”. Instead, Pipcorn is a great case of a brand using specificity to carve out their own unique place in the market, choosing instead to focus on what makes their product a smart choice for the health-conscious or vegan consumer. It varies from other types of writing, such as writing for articles, blogs, or books. They let users know that they don’t have harsh, drying, artificial products and instead use natural oils that work with the customer’s body chemistry. By positioning their product around current health-conscious trends, they're able to create a USP that would not only actively help them attract new customers, but also retail their popcorn as a premium product. They get these products in your hands when you’d actually use them. Their mission is simple: to enable people to purchase whatever they want quickly. And you don’t need to be a freelancer for that or compete with Richard Branson. People have been doing just fine for centuries without their product, after all. Death Wish Coffee backs it up too. Don’t do a “general” search for copywriting positions. The Ultimate 101 List of Copywriting Awesomeness For Startups & Small Bizzes That Want to Write Sweet Web Copy… Sans Pain. While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because of how they make it a part of their USP. Sometimes your USP can simply be about who you are. It’s a sentence that immediately conveys the unique value of Saddleback’s products in their signature irreverent tone: this product is built so well it will outlive its owner. © 2008 - 2021 The Marketing Compass | Privacy policy | Sitemap Web Design by Nigel Temple | Cookies | Disclaimer, Differentiation - How to stand out from the crowd, strategic marketing consultant Nigel Temple, Differentiation – How to stand out from the crowd, Copywriting – how to write better product descriptions for e-commerce websites, CRM – Customer Relationship Management software, HTML – what is it and why you should learn it, KPI – Key Performance Indicators for marketing, Measurement in marketing – how to create effective marketing metrics, Positioning as a marketing strategy – what is it and how can it help you, SEO – What is a Title Tag and how to improve them, SEO Link building to improve website traffic, USP – how to work out your Unique Selling Point, WordPress – what is it and what are the benefits, https://www.marketingcompass.co.uk/wp-content/uploads/2020/04/The-Marketing-Compass-Marketing-is-all-about-customers-Nigel-Temple-compressed.mp4, How to enable dictation within the Capsule CRM app. Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR]. I know: you have sweated blood and tears over many sleepless nights to create a product or service of which you are intensely proud, and quite rightly so. "There are plenty of copywriters who can translate your vision, but few who can improve it the way Jef did for us." Things to know more about top 10 content writing companies in India 1. Some famous brands use their industry’s USP to differentiate themselves within the industry because no one else bothered to mention it (various companies in the beer brewing industry have done this more than once). It’s not necessarily what you sell that has to be unique, but the message you choose to focus on that your competition doesn't. Let’s GO! By focusing on USPs, the received wisdom goes, firms can differentiate themselves from competitors and resist ‘commoditisation’, where competing products are effectively equal and customers buy primarily on price. Pipcorn also gets specific about how their snack food is healthy instead of just saying that it is, listing points of difference that their customers will care about. Launch your Copywriting project today! Instead of just highlighting that they have college apparel, they remind students that there are twelve Saturdays in a football season and their products can help you look good for each one. Nah-boo. In this case, Muse’s biggest competitor is the status quo: unaided meditation. You can buy pre-popped popcorn at your local dollar store, so “mini-popcorn” on its own isn’t much of a USP. I am not a big fan of going after companies and trying to “convince” them why direct marketing, copywriting, email marketing, etc is a good investment and please hire me, pwetty pwease with sugar on top. Go after companies *already* hiring writers. A copywriter is employed as an editor to ensure that clients get error-free documents. So here are ten examples of unique selling propositions that get it right and what you can learn from each. David doesn’t explicitly use “live illustration” as his USP, but it could be. Phrases like “all natural,” “whole grain,” and “small batches” are seen on the bag, and their site highlights other health benefits like gluten free, non-GMO, and antioxidants. So, if you shudder at the idea of writing for your business, wonder what copywriting is or you struggle to find the right words to write, this is the article for you! At that point, being ‘the best’ loses all meaning and nothing really stands out of the crowd. A USP, or Unique Selling Point, is a unique attribute of a product, service or company that customers cannot get from any other source. Death Wish Coffee is an excellent example of developing a product based on a unique selling proposition that was largely left untouched in the crowded coffee market. To start with, only search for job postings that relate to your niche. They even own the fact that their products aren’t plastered with mascots and logos, focusing on style instead, which allows them to carry fewer products and target more schools. People are getting older, more products and companies are being created, and those products and companies need copywriters. Orangus. Muse is the first consumer tool out there that can provide real-time feedback about your brain’s activity as you meditate. Much as the initials refer to “Unique Selling Point” or “Unique Selling Proposition,” the term – these days – is somewhat misleading. They could have left it as a mere line of copy on their site, but instead they chose to incorporate the artists behind their products into the design of their online store, reinforcing the idea that tattoos are a form of wearable art. Copywriting is using words to persuade people to take some kind of action, such as clicking on an ad or purchasing a product. How we guide you to the right agency. So how does Twelve Saturdays compete? A USP is also not just the header copy on your homepage. Webcontent, SEO content, Copywriting, Blog marketing, Product review, Official newsletters, Press release, Case study, Company profiles, Educational content. Companies that hire copywriting services. What is Copywriting & Why Is It So Important?Simply put, copywriting is the writing you use in your written promotionalmaterials. At this year's bootcamp, Bob Bly explained that a unique selling proposition (USP) must have the following three components to be effective: It has to have a direct or implied benefit. To go even deeper on their promise, they also offer half-sizes and a “try before you buy” guarantee. If you’re creating a fun, playful design, the copywriting needs to be fun and playful, too. Most companies want to be the best in their industry. “Looking good” may not sound unique as far as apparel is concerned. For us, copywriting is about stimulation – getting people to think and getting them to take action. Many design-centric brands source designs from real artists, but Tattly surfaces this fact about their business. It helps you create content that can help you solve your target audience's problems and highlight your USP. Incredible copywriting is probably the fastest and best way to increase your sales as well as your conversion rates, however, the majority of companies do it terribly. Almost there: please enter your email below to gain instant access. The company was set up in 1993 to provide English copywriting services to companies in Belgium. Every USP is going to be, well, unique but that doesn’t mean there isn’t a process you can follow to put yourself on the right track. Let's define your USP and create conversion-optimized copywriting to improve revenue growth for your business. It’s a specific benefit that makes your business stand out when compared to other businesses in your market. One of my companies doing this at the moment is The Shed Shop. Technology. Your mission is to then tell your prospects and clients about it. A lot of coffee shops and roasters lay claim to having the “smoothest” or “richest” cup of coffee out there. Here is one way in which you and can figure out your USP. In fact, it probably seems obvious. The second half of the session asks the question: Step three is to cancel out the ideas / answers which are the same for your company and the competition. Football games are big social events for college students, and many want to show up with a fresh look week after week. It’s also why professional copywriters are the highest-paid writers on the planet. Taylor Stitch is a clothing company that relies on crowdfunding in order to develop new products. Convincing and effective though they may be, they’re not unique on their own, nor are they positions that are easy to defend as any of your competitors can copy them. ... (USP) for mutual advantages. Forming an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions. We hate SPAM and promise to keep your email address safe. What is your USP (Unique Selling Proposition)? It helps your brand stand out from your competition by differentiating it from all … Company number one offers web design, social media marketing, search engine optimization (SEO), copywriting, conversion optimization, PPC, and more. It calls itself a ‘travel club’ and its customers ‘members’, building on the fact that each hotel is personally chosen and approved by the company. By entering your email, you agree to receive marketing emails from Shopify. The best way to understand what makes a powerful USP is through examples. A Unique Selling Point/Proposition (USP) is how you position yourself, a product, or a company to your market to let them know a) you exist, b) you’re different, and c) why they should buy whatever you’re selling right now. Page 41. He kept on saying, “Yes – but why is this the case?” If you do this in a consistent, non-confrontational way, you will be amazed at what your team comes up with. A USP is a differentiator, without which, everything appears the same. Guaranteed next day delivery; A promise of a boost to intelligence; A guarantee that the product will make you look younger Written by strategic marketing consultant Nigel Temple. CopyHackers, by Joanna Wiebe, is a virtual treasure trove of copywriting goodness for tech companies. Of all the messages they could have focused on, around style or quality, they honed in on a pain point that many women experience when shopping for bras, and they chose to double down. This is why it’s important to develop a USP (Unique Sales … Beardbrand’s USP takes the form of a product ethos that immediately sets them apart from the industry standard. In only a few minutes time, you can access a bespoke selection of agencies that fit your needs and … A lot of cosmetics companies—for both men and women—try to offer quick fixes at cheap prices, addressing symptoms instead of the root cause. In that time, it has worked with most of the major advertising agencies, and increasingly with some of the country’s most active companies. The definition of copywriting is “salesmanship in print”. Is your website content costing you sales? Tattly doesn’t have many direct competitors that sell similarly bold designs made from safe materials. Its USP is that it is not your bog-standard travel agency – and it uses copywriting to continuously reflect this ‘exclusive’ nature. In the meantime, start building your store with a free 14-day trial of Shopify. Another one from Virgin in their trademark quirky copywriting style. ThirdLove has made their “we have the right fit” USP an integral part of their branding. College students can get school spirit attire pretty much anywhere. "David captures paneled discussions and other impromptu sessions in illustration – live! Twelve Saturdays bet on the idea of offering students fashionable, school spirit attire that guarantees they look good and feel good all season. The unique selling point could be something along the lines of:. Here's how you can write yours: Once you have a vague idea of what your USP is, it might help to express it as a positioning statement so you can get it down on paper: [YOUR BRAND] offers [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION]. You certainly know that you can create a tone with your design. Warning: If you plow through this list, your brain will hurt, and you may resent me for it. Once you know your real USP, there are many things which you can do to make your enterprise stand out from the crowd. With endorsements from copywriting giants like David Ogilvy, Gary Halbert, and Jay Abraham, Scientific Advertising is another of the Top 10 Copywriting Books that’s earned its place. They have local options right on campus, and most big-box stores even carry local college gear. Amazon is one of the most powerful companies of all time and much of its success is built on serving customers. The USP is the foundation of a marketing strategy for any company. Forming an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won’t be nearly as effective. Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. 2. Copywriting is the craft and field of writing persuasive messages that inspire people to take action. [SUPEROFFICE] CONDUCT AUDIENCE RESEARCH. This won’t be exactly what you advertise on your website, but it should help you clarify your USP, its audience, and any specific differentiators that might be worth highlighting. Once you know your real USP, there are many things which you can do to make your enterprise stand out from the crowd. Look professional and help customers connect with your business, Find a domain, explore stock images, and amplify your brand, Use Shopify’s powerful features to start selling, Sell at retail locations, pop-ups, and beyond, Transform an existing website or blog into an online store, Provide fast, smooth checkout experiences, Reach millions of shoppers and boost sales. In fact, when cheap knockoffs of their products started appearing in the market, Saddleback Leather took it as an opportunity to create a clever “how it’s made” video that reinforces the quality of their own craftsmanship. A unique selling proposition, more commonly referred to as a USP, is the one thing that makes your business better than the competition. Thousands of companies uses Sortlist. But with everyone jostling for position, you really just end up with a whole pile of … sameness. Try Shopify free for 14 days, no credit card required. Now that we’ve looked at ten examples of strong USPs from other businesses, you might be wondering how you can go about creating, uncovering, or refining your own unique selling proposition. There’s definitely a growing trend of companies adopting an ‘anti-advertising’, transparent tone in their copy. It’s ultimately how you position your products or even your entire business to the rest of the world. And while other brands might offer a sizing chart to help shoppers, Third Love prioritizes getting you the the right fit based on your individual needs. He’ll pick it even if the first company is better simply because the second company has a USP – copywriting. It’s used by big and small companies, entrepreneurs, medical professionals, business-to-business (B2B) markets, and just about anyone who needs to promote a brand or message. It forms the foundations for the creation of all marketing collateral: ads, landing pages, content, keywords, audiences, podcasts, and more. Then put all of these elements to work when you apply for online job postings. If you don’t have one – this is the time to start thinking about creating one. Here is one way in which you and can figure out your USP. The services depend on documented content as feedback to clients which need to be credible. Muse is a noteworthy example of why you need a USP even when your products are truly unique. 2. Set aside half a day to do this exercise. They don’t want to wear the same outfit multiple times, or arrive in the same attire as someone else. Your products don’t need to be wholly unique in and of themselves for you to have a strong unique selling proposition. Customers are assured that: These are staples of crowdfunding that have been brought to the surface and translated into value for the customer—it’s hard to argue with saving money and being more environmentally friendly, and supporting a business you believe in is a nice bonus, too. At the end of the session the answers which remain for your enterprise will reveal your true USP. By Robert Dresser. Get free online marketing tips and resources delivered directly to your inbox. Do I need to be a fantastic writer to get started in freelance copywriting? With that in mind, this line calls out the USP very clearly. Once you’ve told them – tell them again. Target companies *already* aggressively using emails. That’s why it’s crucial for all entrepreneurs to understand how to identify a unique selling proposition (USP) to help guide your branding and marketing decisions. At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand: “What makes you different from the competition?”. Customers are overwhelmed with options, and they want to quickly understand what makes one product or brand different than another. A marketing head, for example, may choose the first company if he or she is looking for a digital agency to handle a variety of tasks. You’ll start receiving free tips and resources soon. Throughout their content and their marketing messages, they build a case for both mediation in general and for meditation aided by their product. It’s a position your small business takes as a whole that can be incorporated into your products, your brand, the experience you provide, and any other touch point your customers have with your business. This is a good reminder that a USP shouldn’t be a half-measure, but a whole-hearted effort to define your brand to your customers. You can see how a lot of their copy, while focusing on different selling points, comes together under this single idea. First, that’s a simple question, so let me give you a simple answer. So their USP, naturally, is around enhancing your existing practice to “get the most out of meditation.”. There is an increased demand in consulting services allover the world. This was a term coined by Rosser Reeves, the copywriter who eventually ran the Ted Bates advertising agency in New York. If design and copywriting aren’t working together, they’ll hold each other back. You will need lots of large sheets of paper. Well, it’s the exact same with copywriting. This is a smart example of acknowledging the norm to position yourself as a truly different solution. Their introductory offer, a free video-based 101 course, walks you through the fundamentals of copywriting for the web with fellow copywriters Lianna Patch, Sam Woods, Amy Hebdon, and more. Copywriting can be sarcastic, funny, creative, or focused. Gather together a team of people to help you. What is your USP (Unique Selling Proposition)? While this is how it works, there are always exceptions to this rule. Being “unique” is rarely a strong USP in itself. The industries that are seeing the biggest growth and need for copywriting are: 1. It’s not a position that will immediately attract every kind of coffee drinker, but the product firmly appeals to a certain segment of consumers and it’s hard to imitate. Start by writing down the answer to the following question: If your team is familiar with Mind Mapping, this would be a great way of capturing their answers. By positioning their unconventional business model this way, they turn a potentially risky pre-order process into a compelling marketing angle. The messaging also refers directly to their 100-year warranty, which backs the promise with a guarantee that the products will last you a lifetime and then some. Socrates would never accept the first answer which people gave him. Instead, look for a spot in the market where you can plant your flag that is relatively untouched by the competition. Learn the basic skills of copywriting, determine the niche you’re going to serve, and write your marketing USP. For this reason, it’s one of the most important aspects of marketing. This makes it easier for them to develop their USP, in theory, but they still need to differentiate themselves from the inevitable comparisons between their products and their more familiar counterparts. — Robert Marousseev, Founder of Smellacloud You need to deepen the enquiry to cover all of your products and services in all of the vertical, geographic and other markets which you sell to. These copywriting examples are paired with specific results — I reached out to the copywriters who wrote them, so you can learn how well they perform. Your USP is not just about what makes you unique. This was a term coined by Rosser Reeves, the copywriter who eventually ran the Ted Bates advertising agency in New York. Start a business selling in-demand products, Find a niche or business idea and get started, Practical steps for starting a business from scratch, Everything you need to know about selling t-shirts, Sell customized products without holding inventory, Learn about the dropshipping industry and how it works, Get inspired and launch your own business. They want to create products that “work with your body’s natural chemistry, rather than to disguise or change it.”. So please take your time with it. Copywriting Tone and Design Tone Need to Match. Conversions happen when your messaging is aligned with your customers' needs. We'll also send you updates on new educational guides and success stories from the Shopify newsletter. Taylor Stitch successfully turns crowdfunding into a competitive edge: “We design new products. These temporary tattoos are meant to be beautiful like traditional tattoos, allowing customers to express themselves without the commitment or high cost of real tattoos. By focusing on the art, they’re able to do that with their USP, which they express as: Fake tattoos by real artists. They immediately let customers know why crowdfunding new products offers advantages to traditional self-funded or investor-funded business models. There may be a dozen ways you could sell your products, but your USP is the big idea that best positions your brand according to what your customers care about and what your competitors aren’t. They are the first company to offer what they do, but having no direct competitors doesn’t mean they don’t have any competition at all. A USP isn’t just a persuasive line of copy on your home page. Let’s look at two hypothetical companies as an example. This can include your advertising, website, brochure, catalogs,business cards, sales letter and more.Copywriting is what you use to get your customers and potential customers totake a particular action. By Joanna Wiebe, is a smart example of acknowledging the norm to position as. Relatively untouched by the competition highlight your USP started in freelance copywriting big-box stores even carry local college.! Messages that inspire people to take action set aside half a day to do this exercise ‘ the best their. Fit ” USP an integral part of their copy is, distil the answers into one single USP! Muse ’ s also why professional copywriters are the highest-paid writers on the idea of students. As you meditate for position, you agree to receive marketing emails from Shopify lines! The Ultimate 101 list of high-impact articles are always exceptions to this rule gather together a team of people take... Line of copy on your homepage out there the first consumer tool there! Created, and you don ’ t want to create products that “ work your... Inspire people to help you solve your target audience cares about, your. Or arrive in the meantime, start building your store with a free 14-day trial of Shopify create copywriting! 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