Conventional marketing wisdom says that you first need to figure out your ‘Unique Selling Proposition’ (USP). You then plaster it all over your ads, offices, walls… anywhere you can.
‘I’m a copywriter,’ goes the logic, ‘so therefore I must only ever write about copy…’
‘I’m an independent financial advisor, so therefore I must only write about financial advice…’
Etcetera.
YAWN.
I think there’s a better way. The content you produce should first and foremost be a journey of discovery… for you.
If it’s not a journey of discovery for you, it probably won’t be for anyone else.
It’s best to teach the things you most need to learn. And it’s a good idea to write about them too.
You are your own first reader. You read what you’ve written before anyone else does. There’s value in that beyond generating sales.
Have a look back over the emails you’ve sent recently. Is there progression in them? Or are you hammering the same thing over and over?
