Freelancing Resources
Freelance Work Exchange
Guru.com
eLance
Craigslist
|
|
|
One of the big reasons companies hire freelance copywriters is because they want to improve their sales. They need a great way to get their message across to their target market. It’s not an easy thing to do if you don’t know how.
A strong Unique Selling Proposition is one of the great tools of the copywriter. It engages the reader’s attention and makes them realize why they need the product. It makes that product different from all the rest. It makes it the right choice.
If a product doesn’t stand out from the competition, sales aren’t going to be that great. Every company dreams of having a USP that makes them stand out in customer’s minds. They want to make a category within their business and be the only ones providing that product in that category, at least in the minds of their customers.
There are steps you can take to create a USP. There’s no guarantee that it will be a great one, perfect for years of use, but you can write one that will do the job very well.
First, think about the needs of potential buyers. Dig deep into their needs. Some will be obvious, but others will be less so. The obvious needs aren’t always the way to go. Less obvious needs are sometimes very important.
Your USP should include the promise to fulfill a need or solve a problem. Don’t make the mistake about talking about a feature. Features are great, but customers really care about benefits.
People want fast results. The promise you make should have a result the customer can see very quickly. No one wants to wait months to see results, not even dieters. Ever notice how many diet products promise fast results? They’re trying to cash in on the desire many dieters have for a quick solution.
Try not to sound like everyone else. Many diet ads sound quite a bit alike, right down to the before and after shots so many companies use. If a diet product company could come up with a different need to use in their advertising to stand out, they would probably get quite a few customers.
It can be very challenging to differentiate yourself from the crowd. The easily found needs are used by the competition and quite possibly your client. That’s where you, the copywriter, earns your pay, by finding that need no one else has paid enough attention to.
Whatever makes your product better than that of the competition, make that difference clear. You want your customers to feel like only your product can meet their needs.
Use important words over and over in your writing. These words should emphasize what the product is and the benefit. This kind of repetition often works very well in advertising, so long as it is done naturally.
A great USP can change a poorly performing ad into a great one. Make sure you test your work to find what does the best job, and know your market well enough to find the needs the competition hasn’t.