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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | re: re: re: re: Unique selling propositions are not strategic | Views: 843 | | Dec 15, 2004 3:09 am | | re: re: re: re: Unique selling propositions are not strategic | # | 
Chen Sun | |
“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.”
Barry,
Your evaluation is accurate, and needless to say, the copywriting articulate and very entertaining too! However, the above sentence, I don’t agree.
A sales letter can easily have many USPs—just as one can make multiple pitches for the sale in a proposal.
A website can easily have multiple USPs—just click another webpage, and another USP can be easily presented.
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.
Again, a USP is in essence, a cost saving mechanism in the branding concept.
Let me put it another way. If some feature is good, why not have twice as much goodness with still another feature?
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.
Chen Sun
www.WebAndNet.com,
a Web Inventions eNterprise, WINning Solutions TM
> 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.
>
>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.
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>--Barry
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>
> Private Reply to Chen Sun | | |
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