Today I got this email from a mailing list of a famous copywriter.
Since I thought it could be beneficial to other members (those young and that are starting out like me), I decided to paste it here.
Also, I hope that a good discussion can maybe start after this.
I remember one time I read a post from @IceCreamKid that the USP is one of the Most Misunderstood Concepts in business. Anyway, here it is for you:
"Today I was talking - well emailing, really - with a client about his business.
"We don't really have a USP" he said. "We offer the same things as everyone else".
What's more, he added that he charges more than his competitors.
Is he stuck in an impossible situation? Does he have no USP?
No.
There is one thing many businesses could do - but don't.
They could communicate better.
For instance, if you offer the same features as your competitor but they don't talk about them and you do, then for all practical purposes you have a USP.
Or if you offer the same features as your competitor but you are simply more helpful, then for all practical purposes you have a USP.
For instance BT and Virgin both offer the same features; Virgin are more helpful.
My client said that his telephone people are more helpful. That is a USP.
And believe it or not, if you charge more than competitors that can be a USP. Higher charges suggest a better product or service. You just have to explain how it's better
Actually if you simply communicate more often - without being boring - you are offering a USP.
Did that make you think?"
Since I thought it could be beneficial to other members (those young and that are starting out like me), I decided to paste it here.
Also, I hope that a good discussion can maybe start after this.
I remember one time I read a post from @IceCreamKid that the USP is one of the Most Misunderstood Concepts in business. Anyway, here it is for you:
"Today I was talking - well emailing, really - with a client about his business.
"We don't really have a USP" he said. "We offer the same things as everyone else".
What's more, he added that he charges more than his competitors.
Is he stuck in an impossible situation? Does he have no USP?
No.
There is one thing many businesses could do - but don't.
They could communicate better.
For instance, if you offer the same features as your competitor but they don't talk about them and you do, then for all practical purposes you have a USP.
Or if you offer the same features as your competitor but you are simply more helpful, then for all practical purposes you have a USP.
For instance BT and Virgin both offer the same features; Virgin are more helpful.
My client said that his telephone people are more helpful. That is a USP.
And believe it or not, if you charge more than competitors that can be a USP. Higher charges suggest a better product or service. You just have to explain how it's better
Actually if you simply communicate more often - without being boring - you are offering a USP.
Did that make you think?"
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