Standing out online is so important in this day and age.
With millions of new websites popping up every day, it’s vital that you capture the attention of your audience immediately and show them why they should buy your product or service.
It’s not enough to simply talk potential customers through what you’re selling. You need to show them why they should care; why they should listen to you over everyone else.
Standing out is so important
Is it even possible to stand out in a sea of others?
In short: absolutely.
Standing out is all about communicating the value of your product or service and showing how it will help your audience reach their goals or overcome their problems.
Value is the key word here.
In an age where anyone can call themselves a “guru” and every product can be dubbed “the best on the market”, it all lies in communicating the value of a product.
To do this, you need to have a Unique Selling Proposition (USP) in order to fuel your copy and set it up to convert.
First things first:
How do you determine your USP?
1. List the benefits you provide
If you don’t know where to start, create a list of the benefits of your product. This isn’t a list of features, but instead the outcomes users will get if they purchase it or sign up.
For example, if you’re selling a car, a feature would be “low mileage to the gallon”, whereas a benefit would be “you’ll save money on gas”.
See the difference?
Evernote focuses solely on the benefits on its sales page
2. Study your competition
I’m not saying you should copy your competition – quite the opposite in fact.
Whenever you create a new product or service, it’s important to check out what’s already out there, then you can determine what these other products don’t have and how yours is different (and better).
The best USPs come from highlighting a gap in the marketing or pin-pointing where the competition is falling short and picking up that slack.
Standing out is about being different, after all.
3. Take customer feedback
Finally, you can determine your USP through your customers. Create feedback forms where they can tell you why they bought your product in particular and how it specifically helped them overcome problems they faced.
Getting insights straight from the horse’s mouth, so to speak, is one of the best ways you can create a USP that taps into your audience’s wants and needs.
How to Use Your USP to Fuel Your Copy
Now you know what your USP is, you should have a better understanding of how you can help people.
Remember that one of the most important aspects of great copy is it builds trust which, in turn, leads to an increase in conversions.
You want to showcase quickly and concisely why someone should invest either their time or money into your thing and not someone else’s.
Which is where your USP comes in.
1. Make Specific Claims
Once you’ve solidified your USP you can make specific claims about how your product will improve buyer’s lives and offer them solutions.
Think about the sales pages and copy that have really spoken to you in the past: nine times out of ten it’s because they gave you something tangible and specific to look forward to.
Vague claims like “high-quality” don’t cut it anymore. With your USP you can get super specific and show potential customers exactly what they’ll get from the outset.
Dropmark’s headline makes a specific promise.
2. Make a Promise
A lot of copywriters steer clear of promises, because they often feel like they won’t be able to keep them.
The beauty of a USP is it can strengthen a promise (a powerful thing in the copywriting world) because you can comfortably provide a commitment to your customer.
How can you do this?
Either because your product offers something different to others out there like it, or because previous customers have all experienced the same promising outcome.
Take a look at the Evernote example above again, too – they make the bold promise that you’ll “Remember Everything”.
3. Make Your Copy Unique
There is way too much generic copy out there on the internet at the moment that promises all sorts of lofty outcomes.
When you have a USP, you can make your copy really unique.
You know the reason why customers buy your product, so you can tap into that.
This also helps you to stand out, whether it’s because your USP is a low-cost product compared to the rest of your market or because you offer a seriously good support system that no other product like yours has.
4. Make Your Copy Valuable
It all comes back to value. If you can’t showcase the value of your product to your audience, it’s unlikely you’ll see a high conversion rate.
And, without a USP, it’s difficult to show off why your product is better than the next one. When you have a definite reason why your product is different (hey, that’s your USP!), you can create value and trust with promises, specific outcomes, and unique stories.
It might seem like coming up with a USP and using it to fuel your copy is a mammoth task, but it’s quite simple really. If you’re feeling stuck, think about whether:
- The headline makes a specific claim or promises a specific outcome (a.k.a. one singular outcome that your audience want or need)
- It makes a promise to the potential customer
- It’s a unique proposition – what makes your product or service different to all the others out there?
- It relays the value you offer
Once you’ve nailed down your USP, you can easily create copy that, first of all, stands out in a sea of generalizations, and secondly, shows visitors why they should trust you and buy from you.
This will lead to happy customers and a boost in conversions – and what copywriter doesn’t want that?