Know Your USP

When embarking on a piece of copywriting, identifying your USP is essential.

The unique selling point could be something along the lines of:

• Guaranteed next day delivery
• A promise of a boost to intelligence
• A guarantee that the product will make you look younger

Get the picture? Your USP has to be something that makes your product or service stand out from the crowd and is of value to your customer.

Once you’ve found it, flaunt it

What do you do with your USP once you’ve found it?

Stick it in your headline! This will be your most important selling benefit for your customer. It’s hot news so get it in your headline to hook your reader

What else does your product do?

Once you’ve identified your USP don’t just stop there. Your product will have plenty of other features and benefits you’ll want to use in your copy. But make sure you use the right information in the right places.

The most important stuff goes in the most prominent areas.

How do you do that? How do you make sure you get the important stuff in first?

Here’s a colourful method to help you:

RED IS FOR HOT – information unique to you:

• USPs
• Guarantees
• Freebies

ORANGE IS WARM – benefits that are great but also offered by your competitors:

• Saves money
• Saves time
• Makes you more attractive/younger

GREEN IS TEPID – basic features which are expected but unlikely to stir great interest:

• Colour options
• Texture options
• Size options

Get it wrong and lead with the tepid information – you’ll lose your reader in an instant.

Always start with the red, follow up with the orange and end with the green. But don’t forget to finish off with a huge red call to action.

Sally Ormond, Briar Copywriting

Freelance Copywriter