Make Your Business Irresistible
Nail your unique selling proposition (USP) and use it to win new business
Leveraging your USP is the easy way to make more sales without spending an extra dollar on marketing
Whether you’re writing your own ad copy or it’s your job to bring in leads for your clients, you’ll strap a booster rocket to all your marketing campaigns by answering one question perfectly…
Eventually, all marketing strategy comes down to the moment the prospect asks this one question. Whether they ask their question out loud or in their mind, their question is: Why should I buy this from you?
The business with the perfect answer to that question is the one that unlocks the deal.
How defining your USP is the key to unlocking more sales
Your lock-opening answer goes by many names — point of difference, unique value proposition (UVP), unique selling proposition (USP)…
Whatever you call it, a good Why You answer expresses your value and difference in a way that flicks on a light bulb for your prospect. That light bulb fires because you’ve connected the circuit in the prospect’s mind between their problem and you as the irresistible solution.
Making yourself the irresistible solution is the key to making more sales without spending anything more on marketing than you already are.
Knowing your USP means no more struggling for what to say in your marketing
You can use your perfect Why You answer to grease every cog in your marketing machine — Facebook ads, landing pages, emails, social media posts, a LinkedIn profile…
Wherever you plan to use it, your perfect Why You answer means no more struggling for what to say in any part of your marketing. You’ll know exactly what to say. That’s because you’ll know exactly what your prospect has to believe to make the connection between their problem and your solution.
Leverage your USP to maximise every cent you invest in marketing
Having the perfect Why You answer pushes every marketing cent to go further. You’re no longer spending time or money on people you then lose because you didn’t make yourself the irresistible choice.
Making your business the irresistible choice means your audience never walks away saying, I just don’t see what makes you different from every other lawyer, coach, consultant, dentist…
With the perfect Why You answer, your ideal clients will know what makes you different. They’ll know you understand their problems and that you have the solution.
How hard can it be to nail down a USP?
Chances are you’ve seen an ideal prospect’s eyes glaze over when you told them what you do. Those moments are frustrating. You know you could deliver game-changing value, but you struggle to get that across in a way that clicks for your prospects. Maybe its your website and campaign analytics that tell the glazed-eyes story. Prospects are sliding off your website or landing page without clicking, calling, emailing or buying.
You can spend a lifetime getting good at what you do without anyone pausing to teaching you how to talk about what you do — in the way your prospects need to hear about it.
If you’re a digital marketer, you could build an audience so cleverly that Jon Loomer started calling you for advice, but it’s not always enough, not when the client doesn’t have a Why You answer. If you could answer Why You for your clients, you could make their campaigns go further. Better results, happier clients, longer retainers, more word of mouth.
How much difference can a good USP make?
We see the struggle every day. Our copywriters have worked with world-beating experts who’ve been losing business because they struggled to articulate what they bring.
A client of ours in the USA is one of only two surgeons in the world who can do what he does for his patients. His patients need him desperately and will fly across the world to see him when they understand why they need to see HIM. By answering that Why You question perfectly for him on a landing page, we were able to get him 4x more patients.
How to develop your own USP
Coming up with the perfect answer to Why You doesn’t have to be hard, even if you’ve struggled with developing your USP before. Our copywriters come up with the unique selling proposition of every client before we write a word. We have to develop the USP because that Why You answer is the cornerstone of every piece of marketing that we create.
That means that in the last few months alone we’ve developed the unique selling propositions for:
- An office furniture business
- Property managers
- Outsourcing specialists
- Lawyers
- Landscape gardeners
- Digital marketers
- Media trainers
- LinkedIn profile writers
- Communications coaches
- Funeral celebrants
- Business coaches
- Software developers
- Doctors
- Aged care providers
- Packaging designers
- SEO providers
As you’d expect, we’ve got answering Why You down to a fine art. We’ve developed a step-by-step approach that we teach to our new copywriters. Our approach works in any industry.
Following the structure we’ve developed means:
- Our copywriters quickly get to the heart of what makes our client irresistible to their ideal prospects
- Our copywriters build every piece of marketing content on a solid foundation
Now, that we’ve got our USP development down to an easy-to-follow structure that works everywhere, we’ve been teaching it to other marketers and business owners. The people who take this course are businesses and marketers who want to make every marketing dollar go as far as possible. They don’t want to see any more prospects slipping out of the funnel because the prospect couldn’t see the difference between them and the competition.
Making Your Business Irresistible — The USP Formula
In this Taleist online course we’ll take you through:
- The two-part formula behind every unique selling proposition. (Most people only know the second part, which explains why they end up off course.)
- The ingredients of your USP. (And what everyone else thinks should be in their USP but that leaves their prospects cold.)
- Where to look for the game-changing information that’s already there. (No more guessing and stabbing in the dark; we’ll show you where to find the information that’s already out there, telling you what your USP is. You won’t believe how easy the answers are to find when you know where to look.)
- Taleist’s magic USP finder. (Who knew you could use a spreadsheet in copywriting? Turns out you can and this spreadsheet will (almost) write your USP for you.)
The format of Taleist’s USP course
Making Yourself Irresistible is a step-by-step guide to articulating your USP perfectly. It includes:
- 90 minutes of video walking you through the whole process
- A downloadable and reusable client-view worksheet
- The Taleist USP finder spreadsheet
Instant access to the online course
As soon as you invest, you’ll have access to everything in the course. That means you could have your perfect Why You answer in less than two hours from now. Your marketing and campaign results will thank you.
And if you’re a marketer, you’ll have a structure that you can follow again and again to reliably articulate the USP for different clients, products or services.
Your copywriting mentor
As a journalist, Steven Lewis has been published around the world — the Financial Times, the Wall Street Journal, Esquire, GQ… As a direct response copywriter, Steven’s website copywriting has doubled, tripled and quadrupled conversion rates for clients in medical services, technology, SaaS, legal services, trades and countless other industries.
Today, after more than 20 years of content marketing, website and SEO experience, Steven runs Sydney copywriting agency Taleist. Taleist is an agency of direct response copywriters who use their writing to persuade readers to take action.
And before Taleist’s copywriters can do that, they have to know their client’s USP.