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Almost everyone that’s read a marketing book has encountered the term “USP.”

USP stands for Unique Selling Proposition (or Position, or Point).  It’s also your “Elevator Speech” and you need to be able to say it within the time it takes to go 9 floors.  In other words, keep it really short.  Three or four sentences.

That’s the most recent lesson that I completed for my copywriting course.  Writing my USP.

My instructor said, “You nailed it!” Yeah!

Your USP should position yourself uniquely in your market in order to sell — and it’s not about you at all! This is not the place to try to be clever or mysterious.  It’s not what you sell.  It’s what what you sell does for your customer. It’s how what you sell benefits your customer… and you’ll need to prove it.

Now, this was included in the free preview for everyone interested in the copywriting course, so I’ believe it’s okay to share it with you today.  Here’s the formula…

We help [this group of people]… do [this benefit(s)]… [better, quicker, easy, cheaper, etc] than [competitor or common wisdom].

Here’s what I wrote…

I’m the gal that shows small business owners and entrepreneurs how to fire their web developer, take control of their site, and save thousands of dollars in the process. Plus I make it simple and fun because it’s an online, interactive workshop where I hold their hand through each step for 4-weeks. It doesn’t even matter how bad they’re suffering with “technophobia”.

Now it’s your turn.  You need to write out your USP and get very clear.  This will help you much more than you can imagine.  It will be the basis of a lot of writing you will need to do for your business.

Don’t take it lightly! This is an important exercise.

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