One of the most important things customers need to know about the companies they are considering buying from is how those companies are different or better than the competition. Whether you call it a value proposition, a USP (unique selling proposition) or a differentiation statement, the one thing you should be able to do clearly and quickly is communicate why the customer should choose the company you’re writing copy for over any other option. Why? Because you need to make it easy for customers to buy. Don’t make them guess.
From the countless target audience analyses I’ve read, I can tell you that the majority of businesses make a fatal mistake: They choose the old standby – “customer service” – as their USP. I’ve heard several reasons for this choice including:
- “It doesn’t really matter.”
- “I can’t think of anything that makes us different or better.”
- “Our service is the best thing about us.”
- And others.
Let me say from experience that:
It Does Really Matter – When customers get to the point in the buying process where they are evaluating products, services or companies, they need ways to quickly decide that you’re their best option. If everything else is created equal, how will they be able to choose you? Truth is… they won’t.
You Need to Think Of or Create a Way To Be Different Or Better – If you don’t already know your strengths or differences, think about it. If you still can’t come up with any, create some.
A Stronger Connection Means More Conversions
With this easy target audience discovery worksheet & video, you’ll have a handy tool that helps all your copy & marketing efforts hit the mark!
I understand that I will also receive weekly articles & videos plus periodic discounts, product notices & more. I can unsubscribe at any time.
- Offer free shipping (on all orders or on orders over a certain amount)
- Increase inventory
- Decrease inventory and only carry specialty items
- Lower prices
- Raise prices (works well for premium goods & services)
- Increase area of expertise (for service-based businesses)
- Specialize or narrow a niche
- Achieve ratings or rankings from well-known associations or organizations
- Apply for a patent
Your Service Might Be the Best Thing About Your Company, but it Will Appear Lame in the Site Visitor’s Eyes – Customer service is such an overused phrase these days that it carries little weight. Even if your service is outstanding – and you can prove it – the very terms “service” or “customer service” cause most buyers to glaze over. Chances are they won’t even notice.
If you want to take time off your conversion process, look around and discover a USP that’s specific, powerful and important to your visitors so they will quickly recognize your offer as what they need.
Subscribe to Karon’s copywriting blog at https://blog.marketingwords.com
Get Karon to write copy for you at https://www.marketingwords.com
Learn to write powerful SEO copy yourself at https://www.marketingwords.com/copywriting-advantage/order.html
