August 8, 2018

Signs you’re hammering your ‘USP’

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?

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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