| |
| |
|
|
Copywriting Information |
|
|
|
Your USP is Useless
One of the keys to writing good marketing copy is to differentiate your product or service from the competition with an effective selling point. And it is on precisely this element that many otherwise competent writers flounder and flop - and so does their copy. Because the key word here is "effective" not "different" or "unique". "But wait!", you say, "Isn't my Unique Selling Proposition what makes the sales message effective?" Ah, Grasshopper...maybe, maybe not. You see, the problem with most USPs is that they start with you (pun intended). And you can be unique and different all you want, but if it means nothing to me - what do I care? The same applies to your customer. For your USP to be effective with your prospect, it must first be relevant to them. The two are inextricably linked: effective = relevant, and relevant = effective. Without this link, the "U" in your USP stands for "Useless". Taking this concept a step further, let's think about the "Selling" part of USP. "Selling" implies that you are thrusting something at the prospect that they don't need and may not want. By changing "Selling" to "Service", you are now offering your prospect something that will enhance their life and make it better in some way - you are offering to "serve" them, not "sell" them. Thus, a Unique Selling Proposition becomes a "Relevant Service Proposition" or "RSP" - a totally different concept, and one that echoes throughout your communications. Ask yourself these questions:
The answer to the last question is your RSP. To craft your RSP takes a bit of good, old-fashioned hard work. The only way you are going to discover what is relevant and of service to your prospects and customers is to do your homework. Luck will not take you there. You must get to know your prospect or market - intimately. Only then will you truly know what their hopes, dreams, and problems are, and only then will you know how what you offer is relevant to those hopes, dreams and problems. Psychological research tells us that the most attractive and easily recognized word to a person is the sound of their own name. Use that principle in your search for your RSP. Then, instead of being about how great you are, it becomes about what your prospect secretly hopes you'll do for them. Now you know how to get their attention... About The Author Professional freelance copywriter Collette Gillian helps her clients create effective marketing communications for the Web and beyond. To get a free quote on your next project email her at collette@bestwriter4u.com, or phone (801) 532-2147. ©Copyright 2004. Collette Gillian dba bestWriter4U.com. All rights reserved.
MORE RESOURCES: Claude AI for copywriting examples Blockchain Council "I was forced to use AI until the day I was laid off." Copywriters reveal how AI has decimated their industry bloodinthemachine.com From Recognised at Clio Awards for Professional Council of Surveying Campaign Little Black Book | LBBOnline Global copywriting services market projected to near $48.89bn by 2032 amid rising brand content demand Marketing Edge Why copywriting is the new superpower in 2026 Search Engine Land The Copywriter by Daniel Poppick Publishers Weekly Consider a Career in Copywriting Careers Portal The Perennial Predicament of the Artist with an Office Job The New Yorker Creative Minds: From the Senate to adland, Jonel Revistual detoured his way to copywriting Campaign Asia Help! Itâs the First Trump Presidency and This Poetâs Life Is Spiraling. The New York Times Doom Spiral: Is AI Creating a Copywriting Feedback Loop? Little Black Book | LBBOnline Why 2026 Is the Golden Year for Copywriters vocal.media World Creative Rankings 2026: Serviceplanâs Javier Granados named most-awarded copywriter The Drum Tristin Vaccaro, Mission 500 and Vaccaro Copywriting: Best Advice Security Sales & Integration How to Become a Copywriter in 2026: A Beginner's Roadmap Simplilearn.com How Copywriter Ali Alshehri Sharpens His Creative Capacities Little Black Book | LBBOnline 12 Best Copywriting Books for Aspiring Marketers [2026] Simplilearn.com AI Generates Social Media Captions Efficiently Let's Data Science 12 Copywriting Tools for Effective Content Creation in 2026 Simplilearn.com Best AI Copywriting Tools for Marketers & Creators Analytics Insight How to Become a Copywriter | SNHU Southern New Hampshire University Iâm a copywriter. Iâm pretty sure artificial intelligence is going to take my job | Henry Williams The Guardian ChatGPT Took My Job in Copywriting. You Could Be Next. entrepreneur.com How I Taught Myself Copywriting and Created a $974,000 Business Business Insider How AI Copywriting Is Changing Marketing: From Bots to Brilliant Ads Eye On Annapolis The 10 best AI copywriting tools (free and paid!) in 2025 Hootsuite Blog Will AI make copywriters obsolete? é»éć ± Google Ads copywriting with AI: Getting the prompt right Search Engine Land Copywriting Lessons from Poets, Playwrights and Novelists Little Black Book | LBBOnline SEO copywriting in 2025: 5 pillars for ranking and relevance Search Engine Land Meet Nicole Brena | Personal Wellness Copywriter SHOUTOUT ATLANTA How to Start a Freelance Career Without Using Upwork and Fiverr Business Insider In Her Own Words: Copywriter Caroline Duggan honors Shakespeareâs art The Business Journals Will AI make copywriters extinct? dentsu.co.jp Meet Gabrielle Eloy | Copywriter & Creative Strategist SHOUTOUT ATLANTA Charlotte Moore PhotoBook Magazine Meet Mikayla Taylor | Copywriter for Women Entrepreneurs SHOUTOUT ATLANTA Copywriting Services Market to reach $42.22 Billion by 2030, with a Projected CAGR of 7.6%, says Coherent Market Insights Yahoo Finance Author Liani Kotcher on Copywriting and Her Latest Novel, Ski Weekend Montecito Journal I make up to $13,000 a month copywriting on Fiverr. Here's how I got started and landed clients. Business Insider Meet Bianca Heath: Copywriter SHOUTOUT ATLANTA Meet Raeah Carroll | Copywriter & Copy Coach SHOUTOUT LA Meet Julia Angel | Copywriter SHOUTOUT MIAMI I'm a freelance editor who's embraced working with AI content. Here's how I do it and what I charge. Business Insider Meet Anna Bratton | Copywriter SHOUTOUT ATLANTA The Multifaceted World of Copywriting With R/GAâs Robyn Tenenbaum Little Black Book | LBBOnline How AI Copywriters Are Changing SEO future.com Copywriting Services Market to reach $42.22 Billion by GlobeNewswire EXCLUSIVE: John Davenportâs next creative mission âą Copywriting â last line standing âą Thu 09 Oct 2025 MarkLives.com Can (or will) AI Replace Copywriters? Browser Media Meet Alise Crittendon | Copywriter & Digital Content Creator SHOUTOUT ATLANTA Journalism alumnus pursues copywriting in New York City University of Nevada, Reno A millennial who left the corporate world and scaled a 7-figure copywriting business explains how she did it Business Insider Meet Kelli Cross: Lettering Artist | Copywriter | Encourager SHOUTOUT ATLANTA Should You Hire a Copywriter? Architectural Digest 7 Companies Hiring Copywriters Built In Meet Yula Ryoo | Copywriter SHOUTOUT ATLANTA Meet Nicole Pellegrini: Designer & Copywriter SHOUTOUT LA |
|
|
|
RELATED ARTICLES
Sales Headline Copywriting - Two Quick Steps to Success Get a Good Start for Sales SuccessThe headline to a sales letter is like the doorway to a store. The purpose of both is to draw people in. Killer Ad Copy Not everyone is a writer. Good copy writing is a science and can be learned over time. Discover Your Creativity You have a choice. Do you want to be constructive and positive in a unique way? Or do you want to be destructive and negative in a unique way? History has proven the futility of the latter goal. The Power of Saying You Can If you have children, you will doubtless remember saying to them, "You can do it."It's what we say when our toddlers first struggle to their feet. Does Your Copy Look Fake To the Search Engines? From the early days of search engine optimization, keywords and content have always been vital to achieving your goals. Starting back in the days when we used to shove every slightly relevant keyword into our Meta tags, it has been obvious that search engines love text. How To Write Direct Mail That Really, Really Works! So, you have something you want to sell. It may be a product, a service, or a cause. Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work You can turn your $200 fee to write a press release into $2,000 to carry out an entire PR campaign simply by convincing clients to invest in campaigns, instead of individual assignments. Campaigns achieve better results and cost less in the long-term for clients, compared to individual assignments. Freelancers Can Jump-Start Your Publicity Initiative If you find that your progress is blocked by a lack of time or experience, consider hiring a freelancer to jumpstart your project.Writer's block got you down? Don't let it. Freelance Copywriting Advice #1: Take the Scary Jobs From time to time you will be faced with an opportunity that looks downright scary.The temptation is to think, "Hey, that's way outside my level of expertise. How To Write Headlines That Get Attention No doubt, the headline is the most important part of any advertisement or sales letter. The reason is very simple. Dissolving Buyer Scepticisim ... A Lesson In Copywriting When making a purchasing decision, people have their "rip off radars" on high beam. They're wary and so they should be -- after all, they're about to spend money so they want to be sure they're not going to get ripped off, AND they want to be sure they're going to get the absolute best return on their advertising dollar. Direct Mail Sales Letters Flow Better With Subheads A subscriber to my newsletter asks: "Got any good pointers on writing great sub-heads?" Yes, I do. Here they are. Yale University Researchers Reveal The 12 Most Powerful Words In The Human Language... In this article, I am going to reveal a dozen words, which could change your life. Why? Because Yale University researches have identified the 12 most powerful words in the human language? proven to attract attention and stir emotion within their readers. Copywriting: Engage Prospects By Involving Their Senses Imagine a bland, colorless existence. Where food had no taste, silence surrounded you and everything smelled the same. A Quick Free n Easy Content Writing Course I do not pretend that a one-stop shop solution to content writing exists, but my experience has taught me, that working toward a 100% effective writing formula isn't a complete waste of time.At my firm (a content writing business), we find it particularly useful to go through a number of steps before we put pen to paper. 10 Things You Should Expect From Your Website Copywriter As websites and electronic commerce are becoming more and more common, business owners and marketing managers are realising that quality web copy is every bit as important as impressive design. And with the ever increasing importance of search engine presence, the role of web copy has never been more critical. Can Anyone Succeed as a Freelance Copywriter? This is a question that can be answered in a lot of different ways.But let's start with a perfectly simple and honest answer. How To Test The Body Of Your Sales Copy For Weaknesses Your sales copy is the life source of your business. If your sales copy isn't pulling in a decent conservation rate, then your business is suffering. The Lead: Sinking The Hook Into Your Prospect You only have an instant to capture your prospect's attention. No matter the medium - a sales letter, print ad, or commercial - she's going to make an almost instantaneous decision about whether you are worth her time or not. Its the Headline, Stupid! - Writing Powerful Headlines "It's the headline, stupid," is the sign that hangs over my computer screen. It reminds me that to write effective articles, press releases, sales letters--whatever I want people to read--I need a powerful, grabber headline or title.
|
| home | site map |
| © 2006 |