The most skilled marketers still have trouble positioning their own businesses.
Why?
It’s difficult to objectively look at your own work, but unless you do — and communicate the special benefits you offer — you won’t stand out from competitors.
Today’s post is for anyone who isn’t attracting the right type of prospects. I’m going to share a classic Copyblogger exercise that could be a game-changer for your marketing, even if you have no interest in nail salons.
Let me explain.
Spotting a fake USP
A few years ago, in Why Content Marketers Need Editors, I shared that I enjoy painting my nails myself.
I now prefer getting a professional manicure, but like any discerning consumer I did a good amount of research before making the switch.
My first hurdle was that all nail salons looked the same to me. I never found a clear frontrunner that compelled me to give up my at-home nail routine.
Then about six months ago, I walked past Organic Nail Salon.
I checked out their website, and at first glance their unique selling proposition (USP) appealed to my sensibilities: organic, plant-based nail polish and skin care products.
Their services were more expensive than regular nail salons, but that’s typical for any product or service that claims to be “organic.”
And I don’t think the company is lying.
But I never made an appointment there.
Spotting the same USP, with one important difference
About a month ago, still in search for the right manicurist, I walked past Let’s Be Real Nail Salon.
When I checked out their website, they had a lot of the same features as Organic Nail Salon — with one extra, important detail.
They addressed the fact that nail polish isn’t natural.
It’s just not.
Let’s Be Real Nail Salon explained that their products contain fewer chemicals than most, but it’s still nail polish.
Their copy ends with a simple, memorable phrase:
“No toxic relationships here.”
I was the ideal prospect for both salons, but Let’s Be Real Nail Salon’s USP:
Since Organic Nail Salon failed to do those two things, their USP appeared fake and was just as ineffective as no USP.
An extra layer of authenticity
Organic Nail Salon’s fake USP made it blend in with all my other options.
Their list of organic features are just that … features. They weren’t positioned as benefits that persuade prospects by connecting with them on an emotional level (more on that below).
So, I didn’t pick the nail salon that sounded like hype. I picked the nail salon that acknowledged they use nail polish — and the one that saw an opportunity to attract people who call bullshit on hype.
This lesson directly translates to anyone who offers writing services.
If you’re a content marketer and copywriter, you can’t only state that you’ll help businesses attract new prospects and convert them into customers.
Every other content marketer and copywriter says the exact same thing.
You need to demonstrate your methodology, philosophy, and the results a prospect will see when they choose you over someone else.
To start, dig deeper to reveal what sets you apart.
Exercise: extract true benefits to craft your true USP
Now let’s put it all together to help you:
- Identify what you do differently that produces unparalleled results
- Match the conversation going on in your ideal prospect’s head
- Address objections
Brian Clark’s four-step process for extracting true benefits comes in handy when you’re crafting a true USP:
- Make a list of every feature of your product or service.
- Ask yourself why each feature is included in the first place.
- Take the “why” and ask “how” it connects with the prospect’s desires.
- Get to the absolute root of what’s in it for the prospect at an emotional level.
His advice sums up what you’re looking to achieve: “Sell with benefits, support with features.”
No comment
I love the manicurist who now does my nails at Let’s Be Real Nail Salon, but I was still curious about Organic Nail Salon, so I asked her if she had heard anything about it.
She said, “No comment.”
Smart girl. It made me like her even more.
Reader Comments (10)
1 word Stephanie; clarity. I am pretty close to being fully clear on my blog and brand and USP; so I do not deviate from the USP and also, my USP is as I have been, to help folks do the same. I remind people of how I retired to a life of island hopping through smart blogging, and inspire them to do the same, through my blog post images and blog content. I see it as being honest and quite genuine. My readers let me know they feel the same way. When you don’t allow the fear of loss to goad you into not being 100% honest your USP will rock and you will outshine most folks in your blogging niche.
Interesting things happen when you stop trying to “look good” all the time and instead tap into what matters most to your audience.
“their USP appeared fake”
Stefanie, every day I see so many hooks that don’t pass the believability test. I love your example and I’m stealing it.
I remember Naomi Dunford wrote a series, “How To Write A Decent Sales Email”. That promise of “decent”, just good enough smacked me in my eyes and got me to read. It was much more believable than “How to write emails that skyrocket sales!”
Years later, I wrote a blog post for my job that tried to position itself against unbelievable promises of becoming an expert at coding, fast. It was called “How to get decent at JavaScript – for free”
I’m honored, Hashim! Steal away!
I love that you mentioned believability. That’s exactly what I was talking about! Funny that the word didn’t cross my mind for the post. 🙂
Your analysis about the right marketing USP is very compelling and well-illustrated, Stefanie. Beyond the overselling and the hype, every marketer should be aware that the essence of effective marketing is being specific and honest.
Specificity definitely helps you get to what’s going to connect on an emotional level, and ultimately persuade. 🙂
I absolutely love your article. Thank you. You just opened my eyes to a deeper true meaning to “benefits”. Before this, I had stopped short of finishing “the story”.
I shared this with my entire group via email and asked for a read receipt. I want to be sure we can all be on the same page.
Thanks, Brenda! I love hearing that you’ll be able to apply this concept to your own work. 🙂
While I love this, “You need to demonstrate your methodology, philosophy, and the results a prospect will see when they choose you over someone else.” I do wonder…how does a new writer who hasn’t got a raft of case studies to draw on communicate that to prospects? A newbie doesn’t actually know what the results will be, just what they hope they’ll be, if that makes sense…
That’s a terrific question, LJ!
I think it’s about demonstrating your dedication to good work and helping prospects in areas they struggle with — in ways similar service providers don’t address.
For example, a writer could demonstrate their reliability with an on-time guarantee. Or, if a writer wants to help their client with strategy, they could hold a weekly virtual office hours as part of their writing package, so the client can pick their brain.
Once you get to know what your ideal prospect is really looking for, you can tap into aspects that almost matter more than just being a good writer. Stellar writing samples will do that, but then you have opportunities to show what else you bring to the table.
Using my nail salon example, when faced with two similar choices, I was persuaded by the one with believable marketing. I had no idea at first if I would actually like the salon, but the feeling that they “got me” made me think it was worth a shot.
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