WHAT IS A USP, & WHY YOU SHOULD HAVE ONE IF YOU WANT TO BE A BETTER COPYWRITER
There are copywriters and business owners who are steadily getting more clients and customers. There's no magic to it, one of their secret ingredients is a perfectly crafted USP....
There are thousands of copywriters out there hustling to get more projects, seal a gig, smash a deal (as a win), and definitely to make more money. However, in this sea of copywriters, just a few do stand out, and one of the things that makes them different is their USP!
Most copywriters define USP as Unique Selling Point, but I tend to agree more with the group that says it is Unique Selling Proposition.
What is a USP?
A USP is a customized sales pitch (elevator speech) that communicates what you do as a copywriter or business owner. There is a thumb rule that you should make your USP something that you can say by heart, coherently, audibly, and with passion within fifteen seconds.
Pay attention to the keywords that makes up a USP:
Customized – which means that it is unique to you alone.
Sales pitch – means that your USP is expected to sell you. Of course, not into slavery or a Nazi concentration camp.
Communicate – means that your USP must be comprehensible and must be relatable.
Why should I have one?
You need a USP to stand out from the crowd.
A USP makes you seen and different, it sets you apart from others, especially when others do not have a defined USP.
You need a USP to connect with your preferred clients
The fact that business owners and brands and employers are always on the lookout for copywriters who fit their job description, having a USP helps you to connect with them quickly.
Check out these copywriters below and their USPs:
Copywriter A
“Hello, my name is Samuel Tejuoso, I am a copywriter. I can help you write any copies that will make you sell more. I have written many copies for several businesses. Some of my copies are high performing, and I am good at copywriting.”
Copywriter B
“Hello, I am Bidemi Daniels, I am a brand copywriter for relationship coaches. I help them craft high performing, search engine optimized website copies that are clear, effective, personal. These are essential requirement that is needed to attract more leads, and sales.”
If you are a social media relationship coach and you are looking to hire a copywriter to work with you, tell me, who will you hire between copywriter A and B?
You need a USP that is niched down, which indirectly means you can charge more
Yes, having a USP helps you make more money. When you have a USP, it’ll communicate that you are niched, hence, tell prospective clients that you are an authority, a specialist, in a particular niche. And who offers peanuts to specialists?
How do I craft a perfect USP?
USPs are easy to write and this is because you are telling the truth, and the truth is always easy to tell.
To craft your USP, you need to first be niched. Do not be a generalist copywriter. It is okay if you have a general knowledge of copywriting and you want to test different waters. But try as much as possible to specialize as soon as possible.
Generalist copywriters are always offered crumbs because they usually wear a garment of desperateness, and this is usually exploited by people looking to hire them, that is if they get hired at all.
Know who you are as a copywriter. What kind of copies do you love writing? What industry do you want to work in? Who are your target clients? What niche or niches in that industry do you want to focus on? Do you want to be a direct response copywriter or a brand copywriter? Are you interested in SEO copywriting or marketing copywriting? You cannot afford to be undefined as a copywriter who wants to make more money, do more high-paying gigs, and not be work exhausted.
What should be in your USP to make it specialized?
What you offer
The first thing you need to have is a few words that summarize what you offer. For example;
I help them craft high performing, search engine optimized website copies
I write highly converting landing pages
I craft irresistible sales copies for social media and other paid ads.
Who you serve
Who you serve should clearly state what industry and the niches you are interested in working. For example;
I work with relationship coaches
I am interested in working with sexual health experts
I work with unicorn fin tech companies.
How you do it
How you do it should simply tell the prospective client how you are going to help them. You do not have to be quite explicit with it. No one is saying you should reveal all your trade secrets. For example;
I do brain busting market research
I focus on writing personalized ads that will speak to your customer avatars
I research your market competitors and use advance tools to optimize your copies to ensure that they outperform your competitors.
How good you are at it
Well, do I really have to tell you that this is the point where you can use those adjectives that best describe how good you are? Remember, you are trying to sell yourself here. However, do not overdo it. Sell yourself but don’t come off as being proud.
That is all on crafting a USP and how you can craft one that will make you stand out. Because I am not just here to talk, I will show you my own USPs below:
Hello, I am Ololade Edun, ogbanje brand copywriter who is interested in working with health companies in upscaling, increasing engagement, and beating the shit out of competitors.
or
My name is Ololade Edun and I am an ogbanje copywriter. I help health business owners double their sales by writing powerful branded copies that convert x89. I can make your brand stand out amongst competitors by focusing on your brand USP and do market research that’ll burst your brain.
Now, go ahead and craft your USP, let me read it in the comment section! Cheers to becoming a better copywriter.
I don’t have one yet but when I do come up with one that’s as catchy as I like, I’ll be back to post it! Nice one, Ololade!
Hello, I'm Oluwatoyosi E. Abikoye, I am a brand copywriter for digital products owners. I help them craft high performing copies that increases website engagements and convert subscribers to clients. I can make your brand stand out amongst your competitors by focusing on your brand USP and carrying out necessary market research that'll "wow" you.
Is this okay?🙃