Quick Tip:
What's a Good USP?

At this year's bootcamp, Bob Bly explained that a unique selling proposition (USP) must have the following components to be effective:

1. It has to have a direct or implied benefit. It must say "Buy this product and you will get this particular benefit."
2. It has to be an important benefit – important enough to move the masses.
3. The proposition must be one that the competition either cannot or does not offer. It must be a brand or a claim not otherwise made in that particular field of advertising.

If your direct-mail package includes all three of these components, there's a strong chance it will be a success.

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

Click to Rate:

•  
• 1
• 2
• 3
• 4
• 5

Average: 5.0

Published: January 26, 2004

Facebook   Twitter   Pinterest   LinkedIn   Email a Friend

Related Content:

• Secrets of Writing Winning Copy for the Non-Profit Market
• Quick Tip: How to Get Your Lead Right
• Quick Tip: How to Handle Features in Your Copy
• Quick Tip: The Right Way to Write a Great Lead
• More from The Golden Thread

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)

Display Name*:
This name will appear next to your comment.

Email Address*:
Your email is required but will not be displayed.

Comment*:
Text only. Your comment may be trimmed if it exceeds 500 characters.

Too hard to read? See a new image | Listen to the letters

Type the word above*:
Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

Submit Comment (*all fields required)