The next step is to write about your product.

Sit down with a piece of paper and answer these questions:

  1. What is unique about my product?
  2. What can my product give someone that no other product can give them?
  3. What emotions can I evoke when someone hears or reads about my product?
    1. Greed – will it save them money, make them money, make them look like they have money?
    2. Leisure – will it save them time?
    3. Happiness – does it provide relaxation? (hobbies or travel)
    4. Pride – is it something that will make them proud – make them achieve?
    5. Health – will it improve health or ease their pain or make them look and feel younger?
    6. Belonging – will it make them feel as if they belong to something – an exclusive group?
    7. Basic Needs – does it fulfill basic needs – hunger, sleep, shelter, safety?
    8. Love – does it involve romance?

Out of your answers, create one sentence which will describe the biggest, the best, the most important benefit of your product. Make sure it includes what this product does, that no other product can do. This is your “Unique Selling Proposition” or USP. Some suggestions to consider in your USP are price, convenience and guarantee. You need to provide a tangible service, yet evoke emotion.

Here are some examples of a Unique Selling Proposition for businesses that we’ve worked with in the past:

“Personalized children’s books custom printed and bound specifically for your child for $15.45 per book, includes free shipping, and orders are shipped within 24 hours!”

“Are you tired of yo-yo dieting? The Nutricounter is calorie counter made fun and easy. 100% satisfaction guarantee.”

“Secure Financial Management offers complete financial planning services for flexible, blended rates at the level of service you desire.”