Every ad must offer a specific and unique benefit. Something that sets you apart from others. It must make you different. Find a way to stand out from the rest.
Depending on your target market, you may have a huge amount of competition so standing out is pretty tough.
Often times people will confuse benefits with features. Benefits are specific ways that your product or service can improve your customer’s life. For instance, does it save time or money? Does it make life easier and add convenience? Show how your product or service offers a solution to a problem. Get in your customer’s head, what are they looking for? .
Here’s a list USPs used by popular merchants:
- Kinkos – copies that save your business money
- Orbitz – Guaranteed lowest fare or cash back.
- Netflix – just $4.99 a month. No late fees.
- Rotto Rooter -” away goes trouble down the drain”
Imitation Is The Best Form of Flattery
Your USP or Unique Selling Proposition highlights what differentiates you from your competition. Even one small difference can be promoted well enough to get others to notice. Do some research. Look at your competition, what are their USPs? Study their landing pages. Do they follow a formula? Can you find a pattern?
What single advantage can you offer that your customers won’t find elsewhere. Brainstorm and list as many as you can think of. Highlight the best ones and focus your sales content on these. Don’t ignore the others on your list, instead weave them in your copy as well.
