Stand out from the clutter with a Unique Selling Proposition
"I want to stay at the hotel that gives you a goldfish," my wife told me. She had just read that Hotel Palomar will send one up in a bowl if you tell them you're lonely. The hotel bills itself as the "Pet Friendly Hotel in Downtown Philadelphia."
This demonstrates the power of a Unique Selling Proposition, a marketing concept originated by advertiser Rosser Reeves. A USP is a specific benefit that sets you apart from the competition. Think of the one pizza that's "delivered in 30 minutes or it's free," or the one chocolate that "melts in your mouth, not in your hand." These are memorable USPs.
The key is to stick with one benefit, even though your product has many - and to accept that it may not appeal to every possible customer. Many travelers would avoid a pet-friendly hotel, for example. But 29 million people traveled with pets in 2009. If any came through Philly, you can be sure Hotel Palomar would top their list.
Just for Fun
Nation Shudders at Large Block of Uninterrupted Text
"Unable to rest their eyes on a colorful photograph or boldface heading that could be easily skimmed, Americans collectively recoiled Monday ..."
Many writers try to strengthen their case by mentioning that their point is "obvious."
Watch out for that.
If your point is obvious, you insult readers by implying that they need to be told so. If it isn't obvious, saying that it should be makes you sound snobby or arrogant.
Either way, you end up distancing your readers. And is that your desired effect? Obviously not.
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.