Welcome to part two, let’s just jump in where we left off.

Step 5 – Stating the Obvious

Let’s say that you sell wireless routers. Prospective customers may own Windows Pcs or MACs. Or they may own both. If that is the case, they want to know that your product works with both. Ok, so most people know that a router is compatible with both systems but not everyone will. That’s why it is important to state the obvious. Many of your competitors won’t – if you do yours will be the brand that wins the day.

Tip

Often, you can create your USP by combining common selling points. Let’s say that you are a small retailer, a franchise. Most of your competitors are also small retailers but because you have a franchise, your business has a place in a bigger chain. That’s not so different but put the two together and you have the best of both worlds – you provide the personal touch of a smaller company with the value for money you get from a larger retailer.

Step 6 – Targeting a Niche

Lots of businesses avoid doing this because they think that it places a limit on their options. What it actually does is the opposite. Good copywriters will highlight all the areas they specialize in, setting themselves apart from the competition.

This places them in the position of being the obvious choice in their chosen field and, by contrast, generalists are never that choice, no matter what type of writing is required.

Copywriters are not doing this to make themselves look different, not entirely anyway. They do it because it also sets their clients apart and you can do the same. Specialists are much harder to find and, as a result, they tend to charge much more.

Tip

Make good use of keyword research tools; they can help you find the right niche market by providing you with good insights into the competition and what demand there is for your target services and products.

Step 7 – Making Guarantees or Promises

You see them all the time – 7-day free trial, full money-back guarantee, 100% satisfaction guarantee. Virtually all products offer a guarantee or a promise. And these work because the one thing that people hate to do is risk their money.

Coming up with a different guarantee or a compelling promise could put you on the road to a unique and winning USP. And you can do exactly what the biggest brands do, build your own marketing slogan around your promise. You’ll remember these slogans:

M&Ms: “Melts in your mouth, not in your hand”

Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free”

Ronseal: “It does exactly what it says on the tin”

Remember one thing – you cannot guarantee results so you must only make promises or guarantees on what you have control over.

Join me in the final part for the last three strategies to put you on the right path to a killer USP.