Quick Tip: The 3 Components of a Good USP
At this year's bootcamp, Bob Bly explained that a unique selling proposition (USP) must have the following three 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" (or at least move your prospect).
- The benefit must be one that the competition either cannot or does not offer.
If your USP has all three of these components, there's a strong chance your direct-mail package will be a success.
Read “The Golden Thread” and make more money as a copywriter:
“While no job anywhere is secure these days, Michigan, where I live, has been particularly hard-hit. My copywriting income has definitely increased our peace of mind in a very uncertain economy.”
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