If your answer to "How are you different from other companies/products?" is "Individual approach, flexible terms, good service", then you don't have a Unique Selling Proposition (USP). This is too much fluff that tells your customers nothing and is found on 99.9% of faceless websites. Your business needs a USP to stand out from the competition.
I want to share with you the working formulas we use to develop web content.
01 Formula: [Product] + [Benefit]
Use the classic FAB formula (feature-advantage-benefit) to highlight the ultimate benefit your customer will receive (and how this is achieved) from using your product or service.
Example:
(Characteristic + advantage) We will help to straighten your smile in 6 months at a price 20-30% lower than the market price! (And now the benefit: what will it give the client) Boost your confidence with a Hollywood smile!
02 Formula: [Product] + without + [Client`s fear]
If you have thoroughly studied what the client is afraid of, make use of it.
Example:
Create top-notch software without cost overruns!
In this case, clients are afraid that they will be "sold" unreliable service, which will lead to errors and unplanned costs in the software development process. At the same time, our competitors have the same capacities and abilities as we have... But we are the only ones who talk about the client's pain and close it. Do you feel the difference?
03 Formula: [Product/company] + [feature 1] + [feature 2]
Focus on 2-3 key factors that are most important to your customer and specify them in your USP with numbers.
Example:
A turnkey timber frame house in 2-3 months with a 10-year warranty! (Let's assume that the client's main criteria are speed and quality/warranty).
These are just the most commonly used formulas that can come in handy for business. To choose the formula that best fits the specific needs of the business and its target customers, you must carefully examine the pain points of the audience.
For assistance in creating a USP that sets your business apart, contact Vertigo today. Let us help you craft a unique and effective USP that will drive results for your business.
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