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Reeves, a copywriter and later head of the Ted Bates agency,
developed the USP formula, which he revealed in 1961 in his famous book
Reality in Advertising.
Effective copy always should have a USP. The Unique Selling Proposition is the brand image of your product or service, and you should always develop your USP.
Your USP must have at least two attributes:
In today's world with so many similar products and services it requires
sometimes a lot of work to find a USP. You have to compare your product
with your competitors'. Always try first to find a benefit your product
offers that your competitors' don't offer.
Too many people use slogans as "Buy my brand", "Our product is the
genuine", and so on, because they underestimate the value of a USP. Please
note, people never care about you or your product as long as they don't
see what's in it for them.
"Give your baby something you never had as a baby. A drier
bottom." (Pampers Diapers)
"The milk chocolate melts in your mouth - not in your
"Better gas mileage. A Civic responsibility." (Honda Civic)
Now my personal favorite, because I am not sure whether a competitor
could use the same USP.
The USP of one of my companies is, "Don't pay for our copywriting and marketing services, pay for getting results." One of my specialties is to help small business owners and medium-sized companies to sell in another country where they want sell, but still don't do business. I help companies to put their product on a new market and my company gets a percentage of the profit. The client, or better-called business partner, always can be sure that we will do our best, because we only make money when we are successful.
As freelance copywriter I use this USP: "If you want sell overseas - profit from my experience." For instance, before some time I wrote business letters, addressed to prospective business partners in another country, for a big German investment corporation. Mentality and business behavior is often different from country to country. I got the job because I know what you have to consider when you want sell in that specific country.
But now let's go back to your USP.
© 2010 by Lewis B. Nixon
Ten Non Techie Ways to Market Your Book Online by Judy Cullins
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