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A USP is a short specific phrase that points out the biggest reason that your ideal customer would want to work with you. Remember that this may not be the same as your personal favorite strength. You have to think like your client. A great USP should answer the question, "How does the product help the client reach their goal better?" Here are some examples of great Unique Selling Propositions you are probably familiar with: * Avis: "We're second, so we try harder" * Dominos: "Fresh, hot pizza in 30 minutes, guaranteed!" * Volvo: "The world's safest car" The Dominos USP is a great example not only because it became such a strong marketing tool, but also because the person who wrote it was thinking about the client and the market, not the company and the product. If Dominos had created a USP about how cheap or tasty their pizza is, they would have sounded like everyone else. Instead they took a risk and didn't say anything about the product so that they could focus on one big benefit, "fast hot pizza". Discovering the right USP for you may take a little time. You need to ask yourself a few important questions: * What are the biggest benefits that you provide? * Of those, which does your ideal customer care most about? * Of those, which ones are not already being targeted by your competition? This is the one key benefit of your business that you can hang your hat on. You have to like your USP enough to feel comfortable putting it in all of your advertising and almost everywhere your logo will appear. If you had only one thing that someone would remember about you, your USP is it. Put some thought into it, and once you have chosen it, take some time before you decide to have it permanently imprinted on physical products and promotional items. Start by adding it to your Website and other areas easy to change. If you are still ecstatic about it a couple months later, go ahead and finish branding the rest of your business. Headline The headline is the most important part of the piece because it is the most frequently read part. It is also what gets the rest of the message read. It should answer the one question in the reader's mind: "So what?" Even if you think you have a good headline, make sure to test it to make sure you can't improve on what you have. Some general rules are: * Emphasize the most important benefit to your client. * Generate curiosity so they will read the sub-title. * Never place anything above the headline. Examples of headline formats that work well include: * How to... * Discover... * Get... * Just revealed...
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