The Unique Selling Proposition (USP)
Also known as the unique selling position, the USP is often one of the most oft-misunderstood elements of a good sales letter. It’s what separates your product or service from your competitors. Let’s take a quick look at some unique selling propositions for a product itself:
1) Lowest Price – If you’ve got the corner marketed on budget prices, flaunt it. Wal-Mart has made this USP famous lately, but it’s not new to them. In fact, selling for cheaper has been around as long as capitalism itself. Personally, I’m not crazy about price wars, because someone can always come along and sell for cheaper. Then it’s time for a new strategy…
2) Superior Quality – If it outperforms your competitor’s product or is made with higher quality materials, it’s a good bet that you could use this fact to your advantage. For example, compare Breyers Ice Cream to their competitor’s. From the packaging to the wholesome superior ingredients, the quality is evident. It may cost a little more than their competitor’s ice cream, but for their market, it sells.
3) Superior Service – If you offer superior service over your competitor’s, people will buy from you instead. This is especially true with certain markets that are all about service: long-distance, Internet service providers, cable television, etc.
4) Exclusive Rights – My favorite! If you can legitimately claim that your product is protected by a patent or copyright, licensing agreement, etc., then you have a winner for exclusive rights. If you have a patent, even the President of the U.S. must buy it from you.
Ok, what if your product or service is no different than your competitor’s? I would disagree, because there are always differences. The trick is to turn them into a positive advantage for you. You want to put your “best foot forward.” So what can we do in this scenario?
One way is to present something that your company has devised internally that no other company does. Look, there’s a reason why computer store “A” offers to beat their competitor’s price for the same product by X%. If you look closely, the two packages are never exactly the same. Company “B” offers a free scanner, while company “A” offers a free printer. Or some other difference. They are comparing apples to oranges. So unless you find a company with the exact same package (you won’t…they’ve seen to that), you won’t be able to cash in.
But what if you truly have the same widget for sale as the guy up the road?
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
Windows Internet 7 4media Ipad To Mac Transfer Oem “accounting system software”
Windows 7 Windowsxp Autodesk Maya 2011 Oem oem iso software
Autocad Sales In Windows Vista Ultimate 32-bit Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Reel Tape Saturation For Mac Oem “accounting system software”
Windows 7 Windowsxp Adobe Photoshop Cs2 With Imageready Cs2 Oem oem iso software
Autocad Sales In Apple Final Cut Express Hd For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Catia V6r 2009 Oem “accounting system software”
Windows 7 Windowsxp Adobe Dreamweaver Cs4 For Mac Oem oem iso software
Autocad Sales In Windows 7 Professional 32 Bit Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Adobe After Effects Cs4 For Mac Oem “accounting system software”
Windows 7 Windowsxp Ashampoo Movie Shrink Burn 3 Oem oem iso software
Autocad Sales In Nuance Paperport 12 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Macstitch For Mac Oem “accounting system software”
Windows 7 Windowsxp Live Interior 3d Pro Edition For Mac Oem oem iso software
Autocad Sales In Coverscout 3 For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Montage For Mac Oem “accounting system software”
Windows 7 Windowsxp Path Finder Leopard 5.2 For Mac Oem oem iso software
Autocad Sales In Adobe Fireworks Cs3 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Accurender 4 Oem “accounting system software”
Windows 7 Windowsxp Adobe Creative Suite 3 Master Collection For Mac Oem oem iso software
Autocad Sales In Lynda.com Flash Professional Cs5 Essential Training Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Fabfilter Twin 2 For Mac Oem “accounting system software”
Windows 7 Windowsxp Autodesk Revit Architecture 2011 Oem oem iso software
Autocad Sales In Corel Paint Shop Pro Photo X2 Ultimate Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Acereader Pro Deluxe For Mac Oem “accounting system software”
Windows 7 Windowsxp Lynda.com Illustrator Cs4 One-on-one Mastery Oem oem iso software
Autocad Sales In Lynda.com Photoshop Cs4 For Photographers Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Lynda.com Photoshop Cs4 Smart Objects Oem “accounting system software”
Windows 7 Windowsxp Autodesk Softimage 2011 Oem oem iso software
Autocad Sales In Adobe Creative Suite 3 Design Premium For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Moneywell For Mac Oem “accounting system software”
Windows 7 Windowsxp Autocad Lt 2011 Oem oem iso software
Autocad Sales In Coreldraw Graphics Suite X4 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Lynda.com Premiere Pro Cs5 Essential Training Oem “accounting system software”
Windows 7 Windowsxp Linkinus 2 For Mac Oem oem iso software
Autocad Sales In Autodesk 3ds Max Design 2009 32 And 64 Bit Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Pdfkey Pro For Mac Oem “accounting system software”
Windows 7 Windowsxp Audio Hijack Pro 2.9 For Mac Oem oem iso software
Autocad Sales In Flamingohd 1.2 For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Lynda.com Photoshop Cs4 Retouching Fashion Photography Projects Oem “accounting system software”
Windows 7 Windowsxp Adobe Audition 2 Oem oem iso software
Autocad Sales In Corel Designer Technical Suite X4 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Corel Painter X Oem “accounting system software”
Windows 7 Windowsxp Devonthink Professional Office Oem oem iso software
Autocad Sales In Expression Studio 3 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Livedictionary For Mac Oem “accounting system software”
Windows 7 Windowsxp Quicken Deluxe 2009 Oem oem iso software
Autocad Sales In Adobe Creative Suite 5 Web Premium Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Dragoman 1.6 For Mac Oem “accounting system software”
Windows 7 Windowsxp Path Finder (snow Leopard) 5.5 For Mac Oem oem iso software
Autocad Sales In Kavatunes For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Autocad Map 3d 2009 32 Bit Oem “accounting system software”
Windows 7 Windowsxp Quicken Home And Business 2010 Oem oem iso software
Autocad Sales In Lynda.com Premiere Pro Cs5 New Features Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Sql Server 2008 Enterprise Edition Oem “accounting system software”
Windows 7 Windowsxp Mpeg2 Works 4 Advanced For Mac Oem oem iso software
Autocad Sales In Freeway 5 Pro Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Leech 2 For Mac Oem “accounting system software”
Windows 7 Windowsxp Lynda.com Actionscript 3.0 In Flex Builder Essential Training Oem oem iso software
Autocad Sales In Filemaker Pro 10 Advanced For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Adobe Flash Cs3 Professional Oem “accounting system software”
Windows 7 Windowsxp Marsedit 3 For Mac Oem oem iso software
Autocad Sales In Adobe Photoshop Cs2 With Imageready Cs2 For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 1password 3 For Mac Oem “accounting system software”
Windows 7 Windowsxp Office Home And Student 2007 Oem oem iso software
Autocad Sales In Acronis True Image Home 2010 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Adobe Photoshop Elements 7 Oem “accounting system software”
Windows 7 Windowsxp Autocad Electrical 2010 32 And 64 Bit Oem oem iso software
Autocad Sales In Spotcolorfx Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Lynda.com Maya 2011 New Features Oem “accounting system software”
Windows 7 Windowsxp Easywma 3 Oem oem iso software
Autocad Sales In Kavaservices For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Diskwarrior 4 Oem “accounting system software”
Windows 7 Windowsxp Kaspersky Internet Security 2010 Oem oem iso software
Autocad Sales In Lynda.com Dreamweaver Cs4 Essential Training Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Adobe Dreamweaver Cs5 For Mac Oem “accounting system software”
Windows 7 Windowsxp Lynda.com Photoshop Cs5 For Photographers Oem oem iso software
Autocad Sales In Cyberlink Powercinema 6 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Copy Paste Oem “accounting system software”
Windows 7 Windowsxp Adobe Robohelp 7 Oem oem iso software
Autocad Sales In T-racks 3 Deluxe Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Vmware Workstation 7 Oem “accounting system software”
Windows 7 Windowsxp Publisher 2007 Oem oem iso software
Autocad Sales In Adobe Dreamweaver Cs3 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Onone Plug-in Suite 5 Oem “accounting system software”
Windows 7 Windowsxp Fabfilter Simplon For Mac Oem oem iso software
Autocad Sales In Adobe Flex Builder 3 Pro Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Moviechapterizer Oem “accounting system software”
Windows 7 Windowsxp Ashampoo 3d Cad Professional 2 Oem oem iso software
Autocad Sales In Imagelobe Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Autocad Electrical 2008 Oem “accounting system software”
Windows 7 Windowsxp Readiris Pro 11 For Mac Oem oem iso software
Autocad Sales In Adobe Acrobat 9 Pro Extended Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Modul8 2 For Mac Oem “accounting system software”
Windows 7 Windowsxp Fabfilter One For Mac Oem oem iso software
Autocad Sales In Ashampoo Photo Optimizer 3 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Autocad 2010 32 And 64 Bit Oem “accounting system software”
Windows 7 Windowsxp Red Faction. Guerrilla Oem oem iso software
Autocad Sales In Office System Professional 2003 (5 Cds) Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Ptgui Pro 8 For Mac Oem “accounting system software”
Windows 7 Windowsxp Office Professional 2007 Oem oem iso software
Autocad Sales In Mainmenu For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Ashampoo Burning Studio 9 Oem “accounting system software”
Windows 7 Windowsxp Guitar Pro 5 With Rse Oem oem iso software
Autocad Sales In Itubex Ultimate For Mac Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Focusrite.forte Suite Oem “accounting system software”
Windows 7 Windowsxp Roxio Recordnow Music Lab 10 Premier Oem oem iso software
Autocad Sales In Adobe Soundbooth Cs4 Oem Buy cheap software adobe acrobat pro 8 oem buy cheap software adobe after effects cs4 for mac oem 304.
Windows Internet 7 Adobe Creative Suite 4 Design Premium Oem “accounting system software”