The Missing Piece of The Puzzle : Your Product

byColibriBird

311 followers

Updated 1 year ago

Greetings, Dear Wa Family!

First of all, welcome back to our continuing journey into the world of copywriting and the secrets behind content marketing.

I have sorely missed our conversations. The past fortnight has seen me slogging through a marathon of work in the public sector, only finding respite as of last night to attend to the finishing touches of this post.

In today's post, we will delve into another vital component of creating compelling copy that converts: the Unique Selling Proposition or USP.

So, what is the Unique Selling Proposition and how can it be used to convince people to buy your product?

In my opinion, every business owner and marketer should be able to answer this question as it holds the key to creating persuasive copy that directly addresses the needs and desires of your audience.

But before we proceed, and to ensure continuity, allow me to briefly recapitulate what has been previously discussed in our recent posts : the three essential elements that drive success in the competitive world of online business, also known as The 3 Big Why Formula - The 3 BWF:

• Secret #1: Your Entrepreneurial Passion. This is the driving force behind your business, the motivation that propels you forward even in the face of obstacles.

• Secret #2: The Prospect's Deep Motivation. Understanding why people buy things is crucial to crafting copy that resonates with your audience and ultimately drives sales.

• Finally, Secret #3: Your Product's Purpose. Your product exists to solve a problem for your customer, and this is the key to its success.

In our last post, we discussed the second secret behind successful copywriting: understanding your prospect's deep motivation.

Now, we are ready to dive into the third secret! Let's get started!

Have you ever wondered why your customers choose your product over others? It's because your product provides a solution to a problem they face.

That's why it's essential to articulate your product's purpose clearly so that you can create copy that speaks directly to your audience's needs and desires.

Think of your product as the puzzle piece that your customer is missing, answering questions like "What problem does this product solve?" and "How does it solve it better than other solutions on the market?" This sets your product apart from its competitors, its Unique Selling Proposition (USP), and the first step in defining it.

1. What is the Unique Selling Proposition of Your Product?

For instance, let's say you have a product that acts as a pain reliever. Its USP could be its quick and long-lasting effects. Understanding the Big Why behind the Product is crucial in crafting compelling messages that resonate with your customer's needs and pain points.

By focusing on the problem that your product solves, you can create a sense of urgency and demonstrate your product's value to your customer through persuasive language, customer testimonials, and real-world examples.

Let's consider an eco-friendly, reusable water bottle company. The problem that their product solves is the waste and harm caused by single-use plastic water bottles. The Big Why behind this product is to provide a sustainable solution and promote a healthier way of life. A copywriter who understands this can craft a message that appeals to environmentally conscious individuals and highlights the benefits of using this product, such as reducing waste and conserving resources.

Or, consider a mobile app designed to assist people in managing their finances. The core reason behind this product is to empower individuals with financial control, enabling them to make informed decisions on their spending, savings, and investments. A skilled copywriter who understands the Big Why can create a message that resonates with people's financial ambitions and anxieties, highlighting the app's advantages, such as alleviating financial stress and achieving financial objectives.

Now in a more synthetic way, here are the steps you need to know if you want to craft a compelling Unique Selling Proposition for your product.

• Identify your target audience: Who are your ideal customers? What are their needs, desires, and pain points? Knowing your audience is key to crafting a USP that speaks directly to them.

• Analyze the competition: What other products or services are out there that address the same problem as your product? What sets your product apart? Your USP should highlight your product's unique features and benefits.

• Define your product's benefits: What are the tangible and intangible benefits of using your product? How does it make your customer's life better? Focus on the outcomes, not just the features.

• Craft a clear and concise statement: Your USP should be a short, memorable phrase that communicates the unique value of your product. It should be easy to understand and resonate with your audience.

For example, let's say you're selling a meal delivery service that focuses on healthy, organic ingredients. Your target audience is health-conscious individuals who value convenience and quality. Your competition includes other meal delivery services as well as restaurants and grocery stores. Your product's benefits include saving time, reducing stress, and improving health. Your USP might be something like "Healthy meals, delivered to your door, for a happier, healthier you."

By following these steps and creating a strong USP, you'll be able to craft copy that speaks directly to your audience's needs and desires and drives sales for your product.

2. To Sell Your Product: Step into the Buyer's Shoes

As a copywriter, it is crucial to understand the mindset of your target audience. Here are ten powerful questions to keep in mind when crafting your message:

• How does my product enhance the customer's financial well-being and help them reach their financial goals?
• How does my product save the customer time and money in the short and long term?
• How does my product free up the customer's time and open new opportunities?
• What problems or challenges does my product solve, and how does it simplify the customer's life?
• How does my product improve the customer's physical and mental health and wellness?
• How does my product add luxury and comfort to the customer's daily life?
• How does my product promote hygiene and overall health?
• How does my product invigorate the customer's life and make them feel more energetic and youthful?
• How does my product increase the customer's popularity and social status?
• How does my product boost the customer's self-esteem and love?

In Conclusion, to create compelling copy that resonates with your audience and drives sales, it's essential to understand your product's overarching purpose. To help you remember Secret#3: “The Product’s Purpose”, just use this weird sentence, "We PEC PAC" formula, and 7 words :

We: Well-being: Improving comfort and health

P: Profit: Enhancing wealth and profitability

E: Efficiency: Saving time and costs

C: Convenience: Reducing effort and easing pain

P: Prestige: Elevating social standing and popularity

A: Affection: Boosting self-esteem and love

C: Cleanliness: Advancing hygiene and cleanliness.

I hope that captures the essence of what you need to know when it comes to creating copy that sells. Let me know if you have any other questions or if you would like any further information.

Have a wonderful time

Amyas Haji