Growth Marketing

Value Propositions and USPs: “My Product Is the One That…”

I talk pretty constantly about one simple but uber-critical component of any brand, product or company’s messaging: the value proposition. AKA the unique sales proposition (USP).

In fact, about one-third of Copy Hackers Book 3 is dedicated to value propositions.

Why? What’s the big deal?

Value propositions help separate you from your competition. Great value propositions focus on the one thing that is both unique and highly desirable about your solution.

That said, if you don’t have any competition, congratulations! You’re in good shape. You don’t need to worry about differentiators… yet. You can just worry about learning everything the hard way as a pioneer, only to have the settlers come along and copy you until you HAVE to come up with a desirable differentiator and, in turn, a value proposition.

For those of us who have businesses with competitors, we need a value prop.

And – here’s the news – coming up with your value prop doesn’t have to be hard. Let me tell you why.

Picture yourself at SXSW, standing in your booth, watching people walk around and ask questions. Jason Calacanis comes up to you, and he decides to give you 30 seconds of his time to chat about your product, service or site – which we’ll call Ahhhsum. Here’s how the convo goes:

JASON: “So tell me about Ahhhsum.”

YOU: “Sure. It’s easy project management software.”

JASON (sighing and looking distracted): “Another one of those?”

YOU (remembering your value prop): “Well my software is that one that plugs into Gmail, so you can turn emails into tasks.”

Although the important part of your sentence is the last part… the middle section is the part that really matters.

The middle section uses this mega-valuable phrase: “the one that

In just those 3 little words, you indicate to everyone that there is something distinctive about your solution and that they should listen up because you’re about to say what that differentiator is.

So, going forward, think of your value proposition as the completion of any of the following phrases:

My product is the one that ____________________________.

My service is the one that ____________________________.

My solution is the one that _____________________________.

Voila! Instant value prop.

About the author

Joanna Wiebe

Joanna Wiebe - Copywriter and author of "Copy Hackers"

Jo will be teaching conversion copy at…

Learn Inbound in Sept in Dublin
A private event in Oct in Toronto
Content Jam in Oct in Chicago
A private event in Oct in California
ResponseCon in April ’19 in Boston
Copywriting Conference in Oct ’19 in London

Copywriting tutorials

COPYWRITING
How to write a long-form sales page
How to be specific in your copy
How to write better bullet lists
How to write headlines
How to write holiday copy
How to write an Adwords ad
How to write compelling agitation copy
How to use 3 essential copy techniques

EMAIL COPYWRITING
How to write welcome emails
How to write a launch-day sales email
How to write a last-day launch email
How to write a cold email
How to write cold emails for services
How to write a trial-ending SaaS email
How to write a post-welcome SaaS email
How to write TOFU emails

FREELANCING
How to write a project proposal
How to present your copy to clients
How to get more proposals approved

PLANNING & PRE-WORK
How to research a blog post
How to plan a SaaS onboarding funnel
How to use Amazon review mining
How to do a content audit
How to know what your visitor’s thinking
How to use SEO landing pages
How to create a Launch Command Center

OPTIMIZATION
How to optimize a headline
How to optimize a SaaS sequence
How to optimize content for SEO
How to validate your copy
Optimize your email sequence with Trello

CONTENT
How to write an epic blog post
How to write a mass-appeal blog post
How to write funny content
How to make your writing sound good
How to keep readers reading
Blog post formula for authority building
How to write an ultimate guide

THE SEVEN SWEEPS (Editing)
Sweep 1: The Clarity Sweep
Sweep 2: The Voice + Tone Sweep
Sweeps 3 & 4: The Believability Sweeps
Sweep 5: The Specificity Sweep
Sweep 6: The Heightened Emotion Sweep
Sweep 7: The Zero Risk Sweep

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