Developing an effective unique selling proposition USPS is not as simple as writing a witty one-liner. You have to identify the things that differentiate your brand from your competitors and put a spotlight on you. At the same time, it needs to be easily understood and appealing for most of your audience.
Expert Copywriters Use for Outstanding USPS
Try doing that in a short, creative text that highlights your brand’s personality. It can be a tricky endeavor, and a lot of businesses end up with weak UPS that don’t convey their strengths.
Here are a few tips from expert copywriters that might help you find your words. Make sure to experiment with these strategies until you find the one that works for your brand. It might take a while, so be patient.
Research the Brand Thoroughly
The quest for a brilliant USP should start with proper research. You need to gather as much information as you can about the products, the brand, the previous campaigns, and so on. Looking at what was previously done can give you the leading point for a fresh new approach. So, try to learn everything there is about the brand to capture its essence effectively.
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Leave No Stone Unturned
What else would you want to know about the brand that your research didn’t reveal yet? Remember that you are looking for unique features that could give your brand a competitive edge. Leave no stone unturned and look at everything, from the products to the client service.
Decide on a Targeted Audience
One of the first rules of copywriting is that you can’t please everyone. It doesn’t matter how much work you put into crafting your products or perfecting your website copywriting service. Some people are going to prefer the sleazy sandwich they buy at the gas station over your burger made with only fresh ingredients, for example. And, that’s ok. Try to identify the audience segment that prefers your brand and try to figure out why they love it. Look at customer feedback and behavior to understand what drives them to your products and how you can turn that into a USP.
Let the Results Speak for Themselves
In some instances, you don’t have to come up with an original USP. The perfect one is already there. Achieving better results than your competitors is a clear, concise USP, and you don’t even have to dress it up nicely. Are nine out of ten clients you surveyed satisfied with your brand? Here is your USP.
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Make Promises and Offer Guarantees
Maybe your business is not that different than your competition’s, and adding an extra quirky feature isn’t enough to help differentiate yourself. If that’s the case, then you can offer your audience a sense of trustworthiness by promising quality, good service or your experts advice, for example. Make sure to offer and guarantee something you can vouch for, and not just for the sake of it.
Tell Them Exactly What You Do
It may sound like a gimmick, but it’s not. When your competitors are too busy trying to find subtle, witty, playful ways to attract their audience, you can present a simple proposition to yours: here is what my company does. Sometimes that is all it takes to attract customers, especially if the market is already saturated with commercials.
Create a Brand New USP
When all the tips above don’t seem like coming together, or if you feel that your business doesn’t have anything better than the others, it’s time to find a new way of spoiling your customers. Add something tangible that will complement your service, like bonuses, fidelity points, gifts or simply a nice atmosphere in your store, restaurant or showroom. Adding value to your audience’s experience can be an excellent way to persuade them and convert them into loyal customers.
Coming up with a perfect unique selling proposition may require some thought, but it helps tremendously with finding new customers or keeping the existing ones happy. A good USP can add points to your reputation and image and will reassure your customers that you listen to them and you know how to meet their needs.