Copywriting Basics - The Value of a USP
The whole of the UK is gripped by X Factor fever once more. Some acts are blossoming, some acts are disappearing - so what makes the difference between winning and losing?
Believe it or not, it is their USP - their unique selling point.
If the mentors have identified their act's USP and exploited it, their act will remain in the competition.
For example so far the first act to be booted off was Candy Rain. Whether they had talent or not is a personal opinion, but what was unique about them?
They were attractive, young females who sang together - nothing set them apart from all the other girl groups out there in the world.
Last night it was poor Rikki that got the boot. He is young, got a nice voice but again there was nothing that made him stand out.
A tearful Cheryl made a comment about how she couldn't believe that the twins were still there and Rikki was out. But there lies the evidence about how a USP works.
The twins - you either love them or you hate them - but they are unique. They can't dance, they can't sing, they are very arrogant and will walk over anyone to get what they want. They court controversy and are always in the press.
The result is a constant buzz about them, they are always being talked about and, to top it all, Simon doesn't like them.
This has happened before - the McDonald Brothers and that really annoying brother and sister act the other year.
You see Louis Walsh knows what he's doing. He doesn't have strong acts and he knows that, so he utilises their USPs - brilliant.
You can do the same with your marketing materials. Identify your products USP and flaunt it for all you're worth. Get in your headlines and the first section of your copy.
By flaunting your USP you are shouting "Hey! Look at my product it is much better than the rest. It will make your life easier - you can't get this anywhere else."
So, if you want your products and services to get noticed be like Louis Walsh.