Quick Tip: What's a Good USP?
At this year's bootcamp, Bob Bly explained that a unique selling proposition (USP) must have the following components to be effective:
- It has to have a direct or implied benefit. It must say "Buy this product and you will get this particular benefit."
- It has to be an important benefit – important enough to move the masses.
- The proposition must be one that the competition either cannot or does not offer. It must be a brand or a claim not otherwise made in that particular field of advertising.
If your direct-mail package includes all three of these components, there's a strong chance it will be a success.
Can You Write a Simple Letter?
Five years ago, Paul Hollingshead tossed out his old life. He went from making $6.50 an hour to making $400,000 a year working part time from anywhere he wants – AWAI’s Accelerated Program for Six-Figure Copywriting can help you do the same.
