The Fundamental Rules

Identify the Unique Selling Point (USP)

The Unique Selling Point (or Proposition) is a well-known marketing ploy, although there is really nothing spectacularly clever about it. In fact, the need to establish a USP is common sense. Would you go for a job interview without any planned response to the question of why the company should employ you over the next candidate? That’s your USP. In truth, it may not be that unique, but you should still be able to define a special talent for yourself.

Similarly, copywriters shouldn’t beat themselves up over their inability to find a truly unique selling point for a product, especially if it leads to a bending of the truth. In the world of marketing, there really is very little new under the sun. Most times, a new ad campaign is simply a redux of one already used to good effect in the past.

When the brief does not directly indicate the USP it wants to push, you as a copywriter must try to locate one. The idea is to set the product apart from, and above, the competition. What is it that your product does better than the rest? Whatever the client tells you about this, research it some more. Find out all you can about the market so that you can write your copy with confidence.

Make an Offer

When products are on special offer, public interest is piqued. People love to think they are grabbing a bargain, or even just saving themselves a few cents over a different brand or on the previous price of the offer product.

This is perhaps the most important way to close any deal in the advertising world. The offer taps into the greedy streak that we all possess. It is so powerful that it is frequently able to bypass the rational brain and straight away trigger the physical reaction of hand-in-pocket.

It has been shown that certain unscrupulous supermarkets can increase their profits by placing display stands near the doors advertising special offers. In itself, this is not unscrupulous. Until you consider that the product advertised can be found in larger containers for less money further inside the store. Customers wind up walking out with a product they didn’t intend to buy at an inflated price, all because the word “offer” appeared above it.

Your copy can make people buy when it grabs their attention with a special offer.

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