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Your USP is Useless
By Collette Gillian


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:


What am I offering?


To whom is it relevant?


What is relevant to them?


How is what I offer relevant to what?s relevant to my prospect?

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...

For more information, news and articles see:

Hgv Courier Insurance - Hgv Courier Insurance
...rier Insuranceis a very different type of insurance that you would normally purchase for a delivery business. So there are now insurers who specialise specifically in more complex insurance policys, they are experts in business insurance; therefore they will be able to advise you on all your insurance needs, to make sure you are completely covered, leaving no room for mistakes. The following is a list of the specifications that you may need to include in any haulage insurance cover and what can be potentially covered with the correct policy: Legal liability for injury or death to any other individual, including any such passengers. Legal liability for damage to outside property. Legal costs can be fully covered with the Insurers consent, in connection with an insurance claim against your policy. Your own damage (subject to any excess). Vehicle replacement, in the event of an accid...
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Courier Insurance - Courier Insurance
... parcels being sent might be quite costly or important. Losing such document or parcels can mean huge losses for some people. Therefore,Courier Insurance has become an important consideration for any one using mailing services. It is not uncommon for people to lose their mail before it reaches a desired destination. We make sure that your mail is covered sufficiently so that if you happen to lose it while it is on its way, you will be compensated. Many people may not see this as a necessary step until they experience a loss. So, why wait for it to happen to you? Get your insurance now and save yourself from huge losses. ...
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Car Gap Insurance - Car Gap Insurance
...ently. I suppose unless you buy a car on finance you might not know about such policies. As I understand it the car gap insurance covers you in the event of a car being stolen and never recovered or one that is deemed a total loss by the insurers. If you still owe money on the car to a finance company then the gap insurance will pay off the difference between what the insurer says the car is worth and what finance you have left on it. Some of the policies will even leave you with some money to use as a deposit on another car. It`s, probably something that many people would never even consider when they take a car out on finance. If the insurance company decides that the car is worth less than you thought it might be when it is deemed a total loss then you could have to stump up the money to pay off the bal...
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Gap Insurance - Gap Insurance
...ar insurance but how many people know what gap insurance is? I know that I had never heard about this type of insurance before until it was brought to my attention recently. The gap insurance covers the deprecation on a car in the event of it being stolen and never recovered. How does it work you might wonder and do you need to take it out if you have outstanding finance on the vehicle? Say you have ten thousand pounds worth of car finance on your car but when it gets stolen the insurance company says it`s only worth eight grand. It means you`ll have to find the extra two thousand pounds to pay off the finance company. If you take out gap insurance on the car, this amount will be covered, so you don`t have to find any additional money to pay off the debt. Most people buy cars and decide to keep them for a set amount of time so they know how much fina...
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