Your Unique Selling Proposition Sucks
Let me ask you a question.
If you ran NASA and were in charge of launching some crazy high tech device MILLIONS of miles away at cost of BAZILLIONS of dollars, would you double check everything?
I don’t know about you… but I would.
Let me introduce you to the Mars Climate Orbiter which, instead of orbiting Mars, crashed into Mars.
What was the cause?
Attack from an alien spaceship?
Overworked spaceship crew?
An unforeseen meteor shower?
None of that.
It’s counting. Yes, COUNTING.
Ok to be more technical, it was an incorrect – or inadvertently omitted – simple unit conversion from the metric to the English system in the guidance software.
Yeap, simple kilogram to pounds… meters to feet..
Similarly, your online lead generation campaign is like launching a space ship into space.
Lots of moving parts – the advertising medium, the marketing message, your landing page, A/B testing, conversion optimization, your webserver, your CRM software, etc.
And the most important yet the most overlooked piece of the puzzle?
Simple – Your USP, or Unique Selling Point.
WIIFM – What’s In It For Me?
When your visitor comes to your landing page, your page MUST answer this.
So what exactly is WIIFM?
There’s plethora of business books on theories and how they’re supposed to work.
Let me save you some time.
WIIFM means… “Why should I listen to YOU and not someone else (like your competitor)”?
If you do not engage the visitor with a STRONG unique selling proposition, you just wasted money buying that traffic.
This is such a simple thing that most direct response marketing campaigns seem to overlook.
But it’s like the Mars orbital lander’s metric conversion issue… such a tiny little problem, but a HUGE disastrous effect.
It can mean a different between $50/lead to $500/lead in expensive verticals like solar industry (if you need help in this industry, talk to the solar lead generation pros.)
So how exactly do you fix this?
Simple… put yourself in YOUR customer’s shoes and answer these questions in your USP.
1) Show Benefits
Sales 101 – Your customers care about BENEFITS, not features.
For example, solar panels features include
- 15% efficiency
- made with XYZ advanced solar cell technology
- 40 lbs
- anti-reflective coating to increase sunlight absorption.
BUT to the customer, what in the WORLD does this mean?
They want to know what this stuff is gonna do for THEM.
Solar panels BENEFITS include
- 95% reduction in monthly electric bill
- never having to pay the utility company ever again
- using the money save to go on family trips
- never having to worry about turning on your AC or your heater
Features = Objective explanations.
Benefits = Emotional explanations.
2) Be Specific
One of the most powerful things you can do in copywriting is to be SPECIFIC.
You don’t want to say generic because generic information is HARD to identify with.
Instead of saying, “with our solar panels, you’ll save A LOT OF money”.
When people hear that, they say “that’s nice” and they walk away.
If you instead said “with our solar panels, you’ll save up to 95% of your monthly electric bill”, you get their attention.
Bottom line: specific = attention.
3) Show Proof
There are three kinds of proofs
1 – Company proof
It tells your customers that you are 1) real people, 2) you’re not some fly by night operation, and 3) that you’re GOOD at what you do.
Why? So they don’t get nervous doing business with you.
2 – Product/Service proof
Must answer, does your stuff work?
This is incredibly important, and some industries have this down cold.
Ever see diet ads that show before and after pictures?
If you haven’t, you must not live in US or UK.
Get a copy of any women’s magazine, and you’ll see nothing but weight loss products that show these product proofs.
3 – Social proof
This is more subtle and not used as much (why? who knows).
You are on the street looking at two restaurants: one empty and one completely packed with a 1 hour wait list.
Which one do you go to?
Yes, the one that’s completely packed.
Remember that post I wrote about the reptilian brain that controls most of people’s buying decisions? (if you haven’t, it’s here.)
The same reptilian brain basically tells you that when you’re at a situation that you have not experienced, the first thing it will do is LOOK at what others are doing and imitate.
Why? Wisdom of the crowd… if more than 1 person is doing it, it must be ok/safe/good.
It goes the same in direct response lead generation.
Show them that others are doing, so it must be good.