Archives for January 2020

What a USP Is, Why You Need One ASAP, and How to Create One for Your Service-Based Business So You Can Get More Business, Bookings & Sales [Part 2 of 3]

Photo by Dan Meyers on Unsplash

[This is Part Two of a 3-part series on creating a memorable USP. You can find Part One here. Part Three is coming up next week!]

In Part One of this mega-post on creating a compelling USP for your business, we defined the terms USP (unique selling proposition) and “meaningful difference,” covered how a memorable USP informs your signature marketing message, and importantly, why your signature marketing message is so undeniably important to the health of your business, and I shared a short excerpt from my guide Marketing Messages That Convert: A Step-by-Step Copy Messaging Guide for Solopreneurs, Freelancers, Creative Business Builders & Other Non-Marketing Types, to help you make sense of it all.

In today’s post, we’ll talk about five ways a stand-out USP will help you get more business, bookings & sales. Then in the final installment of this series next week [Part Three], I’ll share a few examples of successful unique selling propositions and break down why they work so well, which will help you create a great one for your own business.

Ok, so let’s recap a bit:

In Part One, I mentioned that creating your signature marketing message can be approached through use of a “formula” of sorts, which looks something like this:

ICA (Ideal Client Avatar) + USP (unique selling proposition) + your expertise + your life experience & unique backstory + your worldview, applied to your ideal client or customers’ challenges & how you will solve them = your overarching marketing message

You’ll weave this in on your website, blog posts, newsletters, social media updates, and all your marketing communications, wherever you’re in conversation with your audience.

Your signature marketing message is what compels your ideal clients and customers to choose you over all the other choices they have, it tells them why you’re exactly the right person or business to solve their problems and challenges, and it begins to tell them how you’ll do so.

Your messaging should strike an emotional cord with your ideal/desired audience, and make them feel like, “Yes, this is exactly who I want to work with. Where do I sign up?”

Here’s another way to think of it:

The hook/big idea/marketing message of your business answers the question, “Of all the other [thing you do] out there who are equally talented, skilled, and experienced, why should your ideal clients choose you?”

A marketing message that converts will entice your desired clients and customers to take some kind of conversion action, such as subscribing to your email list, signing up for a free consult, inquiring about working with you, making a purchase, or similar.

 

So, let’s say after reading Part One of this post you’re clear on what a USP / meaningful difference is, and you understand how it informs the creation of your signature marketing message. You also get that it’s imperative to begin incorporating your USP and signature marketing message into all your copy online and elsewhere in your marketing communications, so you can stand out from pack and attract and convert your ideal clients & customers.

Once you’ve got that in motion, you’ll start enjoying the following benefits.

5 ways a compelling USP will help you get more business, bookings & sales

A compelling USP attracts and appeals to your ICA

#1: Your signature marketing message is created based on a USP that is meaningfully different in a way your ICA finds appealing, so when expressed in your marketing communications, ideal clients will naturally be drawn to you, and want more of what you have to offer. [I get this may sound like theory, but in next week’s post when we look at examples of great USPs, all will become clear.😊 ]

A compelling USP creates trust with your ICA, and trust = more sales

#2: When you communicate what makes you different from others who provide a similar product or service in a way that resonates with your ICA, they’ll feel seen, heard, and understood. This creates trust. And creating trust is critical to making sales.

A compelling USP helps you create marketing copy faster (and related … helps you make sales even if your copywriting & marketing skills aren’t stellar)

#3: Knowing your ICA well and understanding what your USP/meaningful difference is, means you don’t have to be the world’s most skilled copywriter or marketer to start getting great results from your web and other marketing copy, as long as you’re expressing an enticing USP clearly.

And that means …

You can sit down and bang out copy faster. Get it up on your website or landing page faster. Send out those sales emails faster. And obvs, start making sales faster as a result.

What a bonus!

I still fret over every sentence and word when I’m writing copy for my own business, but because I know my USP and how it’s meaningfully different for my ICA, I can incorporate those elements into my messaging and get the copy out the door so I can make sales now, rather than some undetermined time in the future when the copy is “perfect.” Which it never will be.

True story: my website in its current iteration sorely, sorely needs to be redesigned and upgraded, and I do just fine. In fact, there are many things in my business that need to be improved and upgraded, and there are loads of things I’m not good at, but despite that, I do just fine.

That’s because my marketing message, of which the USP is a large part, resonates with the right people, and enough of those right people reach out to work with me so I can earn a good living.

A compelling USP allows you to create the right marketing message for the right audience

#4: Knowing your USP will allow you to create blog posts, videos, newsletters, email onboarding and nurture sequences, social media status updates, web copy and all other conceivable kinds of content to show off your expertise to your right people with much more ease, instead of spending countless hours in front of your computer pulling your hair out wondering what to write. When the right messaging gets put in front of the right audience at the right time, some of those people are naturally going to buy.

A compelling USP will help you save time, and time = money

#5: When you don’t have to work yourself to a frazzle creating content that establishes your authority and attracts good clients, you’ll free up more time to do other key activities in your business. And as we all know, time is money. Actually, time is a finite resource, and therefore more valuable than money. One way to spend your valuable time well & earn more is to write effective marketing copy faster, which you are equipped to do once you know your ICA + USP.

And as a result of #1 – #5 above?

You’ll convert more sales, because your targeted content & marketing copy demonstrates your USP / meaningful difference in a way your ICA finds engaging, in a way they are drawn to, and in a way that is deeply beneficial to them (which makes it nearly impossible to ignore).

The bottom line is, being one of a kind in your marketplace makes it so much easier for your right people to find and choose you. And you do this in part through a kick-ass USP.

And … that’s it for Part Two.

In the final installment of this 3-part series next week, I’ll share Real! Live! Examples! of USPs that have helped businesses of all kinds develop enormous brand loyalty with their target audience & stand out in their (very often) saturated niche.

My hope is that you’ll look to those examples for inspiration in creating your own memorable USP and the signature marketing message that naturally goes along with it.

In the meantime, if you want to learn more about the process I recommend for finding your USP and compelling marketing message/s, I invite you to check out the Marketing Messages That Convert guide here.

What a USP Is, Why You Need One ASAP, and How to Create One for Your Service-Based Business So You Can Get More Business, Bookings & Sales [Part 1 of 3]

Photo by Ine Carriquiry on Unsplash

“Your USP can mean the difference between success and failure.” Corbett Barr, Fizzle.co, from The Ultimate Guide to Finding Your Unique Selling Proposition

Oh, how true that is.

I know it well, because I stupidly didn’t create a USP (and the signature messaging to go with it) for my service-based business when I first got started online, the result of which was months of wasted time, weeping into my wine on a regular basis, and working myself to a frazzle with nothing to show for it.

I came very, very close to giving up on my business entirely, a story I’ve told before.

If you want to avoid my dumb mistakes, then I urge you to take Corbett Barr’s assertion that “deciding on a USP is possibly the most important decision you can make about your business,” seriously. 

Before we get into the finer points of USPs and how creating a compelling one will help you sell more, let’s talk definitions.

I started my copywriting and marketing career way back in the dark ages, round about 2001.

Since then, I’ve seen/read/heard enough definitions for various marketing terms – USP (unique selling proposition), UVP (unique value proposition), positioning statement, Point of Difference (POD), differentiation, core marketing message, and many, many others – to make my head spin.

Many of these terms are used interchangeably.

Heck, despite my years in the marketing trenches, even I started to feel overwhelmed trying to make sense of it all while researching this article. (And I’ve got the 40-page research document to prove it.)

All of which is to say, there are marketing nerds out there who may disagree about what, exactly, a USP is, but I care not one whit about that.

The important thing to know is that you need to do something to distinguish yourself/your business online, and your USP is how you do that. Because without a compelling USP, you’ll struggle to get any kind of traction at all (been there, done that).

For our purposes here, I define a USP (unique selling proposition) as:

The collection of factors unique to you and your business that compel your ideal clients to choose you over someone else who offers a similar product or service. This will be based, in part, on the kind of clients and customers you serve, and their needs / desires related to the thing you sell.

Now, if you want an “official” definition of what a USP is, here’s one  from businessdictionary.com:

Real or perceived benefit of a good or service that differentiates it from the competing brands —and gives its buyer a logical reason to prefer it over other brands. USP is often a critical component of a promotional theme around which an advertising campaign is built.

Corbett Barr defines a USP like so:

Your unique selling proposition is what makes your business stand out. It’s what makes you different and earns you a special place in the minds of your potential customers.

I like to think of your overall USP as your reason for being. Think about it from your customer’s point of view. With tens or hundreds of potential options out there, you have to answer the question, “why should I buy from you?” ~Corbett Barr

It’s unlikely that your product or service is unique in and of itself, so figuring out what makes you different – whether this is your process, your personality, your backstory, your specialization, your target audience, or all of the above (and it’s usually some combination of all of the above) – and conveying that in your online marketing will give you a competitive edge.

Like brilliant marketer Derek Halpern, says, “It’s not about finding unique ingredients, it’s about finding a unique recipe.”  

Take me, for example. I’m a conversion-focused marketing copywriter specializing in website and email copy, which is not unique in and of itself, but the combination of the clients I serve + my experience, expertise, offerings, personality & style, approach and backstory is.

Meaningful Difference vs USP

As I’ve mentioned in previous blog posts, newsletters, and elsewhere, I prefer the term “meaningful difference,” rather than USP. This is because often people hear “unique selling proposition,” and get wigged out about the “selling” part of unique selling proposition.

If that’s you, then think of your USP as your “meaningful difference.”

What is a meaningful difference, you ask?

Nigel Hollis, Executive Vice President and Chief Global Analyst, Insights Division, Kantar, defines it like so:

So what’s a meaningful difference? I think of it this way. We humans find it impossible to judge anything in isolation. We tend to compare things to very close alternatives. So a difference, a factor that distinguishes one item from another, gets our attention. And while a difference may be apparent to most people, it won’t seem important to everyone. A meaningful difference is one that is considered to be important—one that provides a brand with a meaning that is likely to have an influence on a person’s brand choice. [Bold highlighting mine]

According to Hollis:

In the absence of a meaningful difference, the cheapest brand may be regarded as the best choice. Lack of differentiation turns brands into commodities and marketing messages into white noise. But a meaningful difference can spark consumer interest and fuel demand for a brand, even when that brand carries a significant price premium. In today’s complex, confusing, and increasingly impersonal world, people cherish meaning wherever they find it, whether it’s in a brand, a memory, or a lump of rock. So to build value, give people a reason to cherish your brand. [Bold highlighting mine]

Think about that – “a meaningful difference can spark consumer interest and fuel demand for a brand, even when that brand carries a significant price premium.” [Italics mine]

Look no further than well-known brands Apple, Harley Davidson, and designer Tory Burch, to see this principle in action.

You could buy a computer, or a motorcycle, or clothes much more cheaply from plenty of other companies, but the cache attached to these three brands because of their position and differentiation in the marketplace makes their ideal customers insanely eager to pay premium prices for them.  Heck, they even line up around city blocks for hours, just for the privilege of paying premium prices, in the case of Apple.  

That’s the power of effective differentiation, AKA, meaningful difference.

[Hollis’ notion of meaningful difference is much more nuanced and in-depth than I have room to talk about here. I suggest you read his article, Not Just Different but Meaningfully Different.”]

How Your USP Informs Your Signature Marketing Message 

Ok, now we’re clear on what a unique selling proposition (USP) or meaningful difference (MD) is.

This is fantastic information to have, because a USP / MD is a key part of your signature marketing message.

And your signature marketing message is what attracts and converts your ideal clients and customers.

What is your marketing message, exactly? Is it your tagline? Your mission statement? Your company’s vision statement? The details of the product or service you provide? A combination of all the above?

The following excerpt comes from my guide, Marketing Messages That Convert: A Step-by-Step Copy Messaging Guide for Solopreneurs, Freelancers, Creative Business Builders & Other Non-Marketing Types

The way I define a marketing message is this: it’s the combination of things about you and your business — that you already possess! — that put together the right way, will help you attract and connect with your ideal clients & customers (your “ICA,” or ideal client avatar), stand out from the online crowd (instead of being a copycat version of every other person for hire out there doing what you do), and, once you’re getting consistent quality traffic to your website, help you get more business, bookings and sales.

It’s created from your ideal client profile, your unique selling proposition (USP), or what I prefer to think of as your “meaningful difference,” your expertise, and your unique backstory, among other things.

So, if it were a formula, it would look something like this:

ICA + USP + your expertise + your life experience & unique backstory + your worldview applied to your ideal client or customers’ challenges & how you will solve them = your overarching marketing message

You’ll weave this in on your website, blog posts, newsletters, social media updates, and all your marketing communications, wherever you’re in conversation with your audience.

Your signature marketing message is what compels your ideal clients and customers to choose you over all the other choices they have, it tells them why you’re exactly the right person or business to solve their problems and challenges, and it begins to tell them how you’ll do so.

Your messaging should strike an emotional cord with your ideal/desired audience, and make them feel like, “Yes, this is exactly who I want to work with. Where do I sign up?”

Here’s another way to think of it:

The hook/big idea/marketing message of your business answers the question, “Of all the other [thing you do] out there who are equally talented, skilled, and experienced, why should your ideal clients choose you?”

A marketing message that converts will entice your desired clients and customers to take some kind of conversion action, such as subscribing to your email list, signing up for a free consult, inquiring about working with you, making a purchase, or similar.

If you want to learn more about the process I recommend for finding your marketing message/s, I invite you to check out the Marketing Messages That Convert guide here.

Ok, that’s it for Part One, folks.

Coming up next week, in Part Two, I’ll be talking about 5 ways a compelling USP will help you get more business, bookings & sales, then in the final installment the following week [Part Three], I’ll share Real! Live! Examples! of USPs that have helped businesses of all kinds develop enormous brand loyalty with their target audience & stand out in their (very often) saturated niche. My hope is that you’ll look to those examples for inspiration in creating your own memorable USP and the signature marketing message that naturally goes along with it.

 

Grow your email list with better opt-in copy using these two powerful tips

Photo by NeONBRAND on Unsplash

Ah, the power of language.

If you’ve spent any amount of time online, no doubt you’ve come across many an email opt-in form.

Some use language that practically compels you to put down your pricey Starbucks beverage right.this.second, and sign up N-O-W.

Others generate a big ol’ “meh,” and send you scurrying to close your browser tab quicker than green grass through a goose.

You want your own email opt-in copy to be in the first camp, obvs.

What I’ve found far too often, however, is that my beloved audience of otherwise brilliant creatives with drool-worthy goods and services to offer are not converting their website visitors to email subscribers …

… because they’re not optimizing their opt-in form with language that:

#1: Conveys the benefit to signing up for their email list.  

AND / OR …

#2: Lets their personality shine through

Which is unfortunate, because we know that a responsive email list is critical to being able to market effectively and the key to building a thriving business online. 

The good news is, the fix for this is as simple as writing persuasive copy on the email opt-in form that addresses #1 and #2, above.

Here’s the kind of boring, lackluster opt-in form copy that does not get sign-ups:

o “Sign up for updates and special offers”

o “Join my newsletter”

o “Newsletter signup”

o “Join our mailing list”

You know you’ve seen ‘em. Heck, you might even be using that exact kind of generic copy on your email opt-in form right now.

Unfortunately, that kind of copy is a conversion killer (converting web visitors to email subscribers, in this case) because it’s generic and offers no benefit to signing up.  

Plus, it’s entirely lacking in personality.  And let’s be honest – the opt-in form copy above is just plain l-a-z-y marketing.

What you want to do instead is speak to something your audience has challenges with and convey how signing up for your email list will help them solve that problem, i.e., demonstrate value and relevancy to your target audience.

For example, one thing creative service providers often struggle with is getting the right kind of clients – clients who understand the inherent value in hiring a creative pro, and are happy to pay a premium price for that that pro’s services.  

The copy on my own opt-in form addresses that, and offers a solution: 

Enter your email to get instant access to the FREE Creative Rebel Guide to Writing an Ideal Client-Attracting About Page (so you never have to accept work from someone simply because they have a checkbook and a pulse, ever again.)

By the way, the biggest objection/hesitation people have to sales offers – “do I really need this?” – is the same thing they’re thinking when deciding whether or not to sign up for your email list, so you have to give them a clear, compelling, benefit-driven reason to do so.  

You need to be able to answer the question for your audience of “what’s in it for me?”

2 Simple Opt-In Copy Rules* 

(*I dislike “rules” intensely, so let’s just call these opt-in copy “suggestions”)

  1. Demonstrate value and relevance:  be clear about what’s in it for your audience if they opt-in to your list, based on their particular needs and goals – what do they get and how will they benefit from it?
  2.  Show some personality, fer cryin’ out loud 😊

Examples:

#1:  Opt-in copy I wrote for an Interior Designer:

Enter your email below to grab my free guide, “From Chaos to Calm: 7 Simple Steps for Transforming Your Busy Young Family’s Home into an Oasis of Practical Luxury.” (Plus weekly design tips and inspiration I only share with email subscribers.)

#2:  Opt-in copy at Archie McPhee website (I highly recommend reading as much copy on this site as you can – it’s hilarious and brilliant.):

Sign up for the Cult of McPhee Email Newsletter and you’ll receive free monthly emails (normally a $700 value!) announcing our upcoming events, contests and specials. You’ll also get advance notice of our coolest new products and qualify for special members-only deals!

#3: Simple, short and to the point opt-in form copy from Tara Gentile:

Want to know what your customers are thinking? There’s a map for that. Get it!

#4: Funny, irreverent, and totally on brand opt-in copy from Laura Belgray:

Get the only emails anyone likes anymore*

Emails that make you a better writer — become a Shrimper and drink ’em up!

*According to an unscientific but totes accurate study

#5: One-of-a-kind, only-she-could-do-it opt-in copy from Ashley Ambirge:

25 DAYS TO $100K

Freelance Money Mentorship

For new and aspiring freelancers who do not like the action of pinching pennies nor kissing asses.

First Name:

Email:

Reveal First Secret: The $8,000 Rule

You’ll get one lesson from me, Ash, in your inbox every day for twenty-five days. Together, we’ll take your skills and learn how to sell them to other people for a premium rate, doing the work you love, wherever you are in the world.

#6: Opt-in copy from the funny & brilliant business mentor, Matthew Kimberley:

PSST:

Did you know that all of my best writing goes out by email?

Enter your email now and get your own copy of the infamously useful “5 Things You Need To Do Every Morning To Make More Sales In 60 Days”

 

And there you have it.

Can you see how the opt-in form copy in the examples above offers a clear benefit to signing up specifically geared to a select target audience and what they’re struggling with + how they use non-boring, non-generic, personality-centric language?

If you model that, you’ll be in good shape. 

Here’s another blog post I wrote about getting more email subscribers using the [totally free, how awesome is that?!] power of language, by the way:

Want More Email Subscribers? Implement These Two Ridiculously Simple Tips

But hey, don’t just listen to me. 😊

Here are a few other fantastic resources to help you out:

Use this Hollywood Secret to Write Addicting Opt-In Copy (from the esteemed Neil Patel)

Opt-in Copy that Doesn’t Suck: The Criminally Underrated Way to Grow Your Email List (especially useful if you like to nerd out on numbers and statistics)

The Best Opt-in Email Example (Plus 6 Extra!) and the Perfect Places to Use Them (you’ll find some great examples of opt-in form copy here)

 

Let me know how you do!