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8 Responses
Aha! Here it is, my USP:
“I write copy that builds businesses and changes lives.”
Because, not only do I write to create leads and direct sales, I also make sure my clients position their cause-related interests alongside their wealth-interests. Wow, do I feel whole finally having that thing all set!
Anybody else willing to share their USP?
Mindy
My copywriting drives the arrow into the Center of your Sales Target.
Hi Mindy!
Here’s mine:
“I specialize in helping software companies write lead generation and marketing materials that feed sales pipelines and drive revenue.”
Thanks for sharing this helpful information – and your great USP!
Violet
Ooh – great USP. Very specific and targeted, which are the two most important elements! Excellent.
The only suggestion I have, is maybe to cut out “feed sales pipelines” to make it a little more concise. “Lead generation” already speaks to the idea of feeding the sales pipeline, and I would think everybody shares a goal for the end result being greater revenue. Also, you could shorten by starting with “Helping” – might fit better in tight places, like on a business card.
Thanks for sharing!
P.S. – I love your name!
Hi ladies! If I may, I’d like to suggest how and why you might want to improve your USP’s. I hope that you’ll tell me (I’m trying to improve my skills too) if you think I’m wrong!
Mindy’s USP, “I write copy that builds businesses and changes lives.” makes three crucial errors:
1. Does copy build a business? I believe that only people make things happen. Copy is a tool, not a people.
2. Obama won on “change”. His popularity has tanked. Change goes two ways – whenever change happens, some people win and some people lose.
3. Points 4 and 5 above correctly identify the target of your USP – your ‘client’, not your ‘clients’. As a businessman, I don’t care what you do for anyone but me.
So I’d like to suggest, Mindy, that you’ll do better if you say, “I write copy that helps you to build your business and improves your life forever.”
Violet’s USP, “I specialize in helping software companies write lead generation and marketing materials that feed sales pipelines and drive revenue.” can also be improved, I feel. Again, plese correct me if I’m wrong.
1. After reading it several times, I still don’t really know what Violet provides. In particular, I would question whether Violet provides “marketing materials”, or whether she provide “sales materials” or “advertising materials”. “Marketing materials” includes “sales materials”, which includes “advertising materials”. But “marketing materials” also includes hundreds of items other than “sales” and “advertising” materials.
2. “Sales pipelines” is a meaningless cliche, and “lead generation” too often collects data that is never acted on in most companies. As I said earlier, “only people make things happen”, so the USP has to convince a buyer that you help his people.
3. I think that it’s a big mistake to tell people that you “specialize” – it may prevent you from selling many services that they don’t consider part of the area you have indicated.
So I’d like to suggest that you’ll do better with “I provide advertising messages and ??? materials that will help your software company to grow and prosper.”
Hope you find this helpful.
Bill.
Hi Bill,
Wow, thank you so much for all your suggestions. If there’s one thing I’ve learned as a writer, it’s that the more input I can get, the better – so I really appreciate that you took the time to do this. Right off, I absolutely like the idea to change my “changes” to “improves” (I’m having one of those, “Now why didn’t I think of that?” moments.
I also like the specificity you added to my USP. The only hesitation I have is that it makes it longer, and the longer it becomes, the less likely people are to read the whole thing. Because of that, even though “I write copy” makes more sense, I think it’s better to just start with “Copy”. Then again, it also has to be taken in context. I also like the specificity you suggested to speak directly to the reader…
My USP, for the most part, will only be featured on my website, where I plan to go into more detail about what it means. I’m using it as the “kick-off” point, so to speak. (Not sure if this’ll work, but when I get it up I’ll welcome comments!).
Thanks for the input! Really appreciate it.
Because my background is sales and marketing, my focus is as a sales writer/marketing consultant. So my tag line is:
When You Want to Market Your Business with the Power to Get Results”
Hi George,
Nice one – I like that it’s specific and that it even has a small element of urgency (to my mind) by starting with “When”. My only question is about the word “Power” – I like it overall, because I think it’s a powerful word (obviously), but it might be a good place to be specific about what you do – as in “powerful copy” or “power-packed strategy that gets results.” Just a thought. 🙂
Thanks for sharing!
Mindy