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re: re: Unique selling propositions are not strategicViews: 505
Dec 14, 2004 12:44 am re: re: re: Unique selling propositions are not strategic

Barry Densa 		From the perspective of a copywriter, the USP is a slant, an angle, a benefit to be promoted and exploited. It's the theme of the copy to be written. Of course, there may exist many, but there should only be one per "copy" if the "copy," be it salesletter, website or other, is to be tightly focused and motivating. Too many in the same "copy" would be distracting, confusing, and a cause for procrastination on the part of the targeted audience.

In essence, a USP is a strategic choice within a tactical perspective (how's that for copyspeak?)

And, if the USP need compliment the recognized and promoted "brand," then the choice of available USP's will probably be narrowed, unless every discernable USP is the natural compliment of the other -- no mean feat.

--Barry


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