Question

Topic: Copywriting

Would You Consider These Usp's?

Posted by JerryC-PA on 1/22/2011 at 11:17 AM ET 100 Points
Hi All,
I've been working on promoting my auto electrical business and I am happy with the improvement I'm seeing. The input from this forum absolutely helped me make decisions. On my path to better marketing I'm finding the need for a Unique Selling Proposition. I've been reading about this for weeks and although it seems like an easy concept I'm not sure I can do it on my own. So I'm back here for your opinions again. Here are two sentences I distilled from the confusion in my head.

"Our unique skill set, honed for over 30 years to fix your troublesome auto electrical problem."

"When you need an auto electrical specialist, a general auto repair shop won't do."

Are these considered USP's? Do they have the ingredients needed? Please feel free to add/edit or rewrite the whole thing.
Thanks
Jerry
www.KeystoneAutoElectrical.com
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RESPONSES

  • Posted on 1/22/2011 at 2:36 PM Accepted
    What you *call* a statement -- Unique Selling Proposition or Tagline or Value Proposition or Positioning Statement -- is less important than what you want it to do for you and why you're creating it.

    Each of those is slightly different (conceptually), though they all kind of converge on a single thought: What is the key benefit that you will provide that your target audience will find compelling?

    So where you really need to begin is by identifying and defining the target audience very precisely, and then articulating what it is they need that you provide uniquely well.

    In your case, there's the additional issue that your target customers don't even know if they need what you do until it's time to make that purchase decision, and that may not be for years -- if ever.

    You're advertising to a latent customer base with a benefit that doesn't apply to the vast majority of the people who will see your advertising. Getting them to remember you when the need finally arises is going to be incredibly difficult. A tagline, I'm afraid, won't be able to overcome that obstacle.

    What might work better for you is a local search advertising campaign, so that when people in your area ARE looking for the benefit you provide, your name and USP are front-and-center.

    Just my $0.02 worth. I applaud your diligence in promoting your business and hope this helps.

    P.S. My view is that the "30-years' experience" claim is not worth the real estate it will take. People buy benefits -- "What's in it for me?" -- not your resume. It's OK to mention it in body copy, but the headline and tagline and images should focus on the BENEFIT you provide. That's what your prospective customers are buying.

    Better to go with a claim that "We will fix your vehicle's electrical problem or there's no charge."

  • Posted by JerryC-PA on 1/22/2011 at 2:36 PM Author
    Phil,
    I must have said it wrong, maybe I'm not looking for a usp, because the thing I'm looking for should carry much more emotional draw than what you are describing. I would like to write a paragraph to convey to potential customers what I can help them with, but I think it needs to be short unless I'm mistaken. I was thinking two sentences, something I could work into any/all of my web pages to show uniqueness. Is there another term for what I'm asking?
    Thanks for that quick response,
    Jerry
  • Posted by JerryC-PA on 1/22/2011 at 2:56 PM Author
    Michael,
    One of your replies to my previous question convinced me to start an adwords account. It was a pain to learn to tune it up (auto repair jargon) but I think it will do great for me. I don't have enough data yet due to my specificity, but what I see in the stats and hear on the phone is pretty exciting. My Adwords account is in fact what is leading me to think about the words that will convey my unique skills to my customers.
    I'm really thankful to all the pro's here who are helping me, I know these are high caliber answers I can use to build my foundations.
    Jerry
  • Posted by Jay Hamilton-Roth on 1/22/2011 at 6:51 PM Accepted
    Here are some phrases that might be of assistance:

    Specializing in Tough Auto Electrical Problems
    Auto Electrical Specialist. Saving Time & Money.
    Getting To The Root Of Auto Electrical Problems.
  • Posted on 1/23/2011 at 2:11 PM Accepted
    Why should I go to your shop rather than the 5 down the street?

    The answer is your USP.

    No gimmicks, no paragraphs, just straight points.

    What does the cutomer want to hear (why should the customer come to us)?

    Our unique skill set, honed for over 30 years to fix your troublesome auto electrical problem

    or

    Were less expensive, do it faster, and get it right the first time

    Etc, simple and easy
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