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| Dec 15, 2004 12:52 pm |
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re: re: re: re: re: Unique selling propositions are not strategic |
Barry Densa
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Chen,
Kinda Sorta! But I think we're confusing USP with benefits and features. The USP in copywriting terms is the "hook." It's what makes the reader consider reading on -- it's an attention grabber (not to be confused with a headline, though often contained in one.) And you only need one. Once you've got their attention -- you don't need to keep acquiring it. The copy should then move seemelessly on to the features (what it does) of the product or service and then the piece de resistance -- the benefits (the how and why the features make your life/situation better!) Then comes the proof or validation, and then the call to action (Buy Now!) The more features and benefits the better - absolutely.
Side note: it's crucial to understand the fundamental difference between a feature and a benefit -- most though do not.
--Barry
> Chen Sun wrote:
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>“Of course, there may exist many (USPs), but there should only be one per "copy" if the "copy," be it salesletter, website or other, is to be tightly focused and motivating.”
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>Barry,
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>Your evaluation is accurate, and needless to say, the copywriting articulate and very entertaining too! However, the above sentence, I don’t agree.
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>A sales letter can easily have many USPs—just as one can make multiple pitches for the sale in a proposal.
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>A website can easily have multiple USPs—just click another webpage, and another USP can be easily presented.
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>It is only in traditional “single message” advertising that, because of limitations in budget and readers’ time, that it is advantageous to use a USP.
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>Again, a USP is in essence, a cost saving mechanism in the branding concept.
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>Let me put it another way. If some feature is good, why not have twice as much goodness with still another feature?
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>Can’t think of an excellent reason? It’s because USPs don’t apply to true value—it’s basically an advertising-cost saving method.
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>Chen Sun
>www.WebAndNet.com,
>a Web Inventions eNterprise, WINning Solutions TM
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>> Barry Densa wrote:
>> 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.
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>>In essence, a USP is a strategic choice within a tactical perspective (how's that for copyspeak?)
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>>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.
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>>--Barry
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>> Private Reply to Barry Densa (new win) |
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