A few days ago, I published a post about unlocking course sales with copy. In that, I stuck to just the core copy elements. While I was so tempted to include a special mention about the USP, I didn’t. It was just not the right topic. That’s why I’m writing this post today to discuss the need for a unique selling proposition specifically.
Uniqueness is unignorable…
Even if you choose to walk around this topic, your clients won’t let you do that. If you need them to buy your course or product, you need to give them a reason. No copy can compensate for the lack of a good USP. And that begs the question: What is a Unique Selling Proposition in the first place?
Put in just three short words, a USP is a reason to buy.
“My courses are the best. Why do I need a USP?”
It’s natural to think like that. But here’s the thing with uniqueness–it’s a psychological thing. For example, when someone has a choice between buying two courses that are priced similarly, come to similar bonuses, and are published by well-qualified creators, they need help to decide on one. That’s when a USP can help. But that’s just the tip of the iceberg.
Let’s look at some of the nuanced ways a USP can help you sell more courses and memberships. In the next five minutes, you’ll learn why you need a USP. You can use these in your sales letters, website copy, and just about everywhere your customers see, feel, or experience your brand.
Five Reasons You Need a Unique Selling Proposition
Here are the five reasons you need to find and create your uniqueness or Unique Selling Proposition today.
- To act like a Decision Catalyst
- Offer Differentiation
- Create better Customer Connection
- Strengthen your Value Proposition
- Show off your Competitive Advantage
Just reading these would’ve given you some idea of each reason that we’ll discuss in more detail below. And before we get there, it’s helpful to remember that all of these reasons only help your clients choose you. As you read, think about how you can use it to help make your sales letter or emails better.
Let’s jump in…
1. Decision Catalyst
We briefly touched upon this in one of the earlier paragraphs. USP is a decision-guiding tool. I wouldn’t use the phrase “decision-making” because you are not using it for yourself but to help guide clients to decide.
When you use your USP in the right places, you send a subliminal message to your clients. You tell them, “Yes, I’m uniquely positioned to help you…” without actually saying so. Don’t confuse this with using bigger boxes or brighter colors. This is not about screaming out loud but about messaging.
A good way to use this in your sales letters is to use your uniqueness in your guarantees.
Why should clients choose you over your competitor? That’s the question you’re trying to answer here. A futile way to do it is to get into a feature war. But there are better and smarter ways to answer that question. One way is to use your USP.
Have you ever noticed a tiny mention of “just 108 kcal” next to some food packaging? Subway used the “Subway Guy” and their low-calorie subs as a USP for a very long time as a brand.
You can use your USP in your advertisements (like Subway) in your sales letters or emails.
3. Customer Connection
One of my favorite creators that uses this approach is Pat Flynn from Smart Passive Income. His courses used to sell for $800-$1000, and people would still continue to buy. That’s because of his USP. His membership community, SPI Pro, has over five hundred members for the same reason too.
4. Compelling Value Proposition
What do you offer to your clients for what they’re paying? That’s your value proposition to your clients. But it’s not always necessary that the value in your proposition is a physical or information product like a course or bonuses.
To put it differently, the value need not always be tangible. Sometimes it’s the intangible value that stands out. A strong USP can boost the strength of your value proposition, making it compelling for your clients to consider.
A good example here is that of Dominos. Their USP is “You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.” This has nothing to do with the products they sell. But it definitely strengthens its value proposition.
5. Competitive Advantage
When you’re selling courses in certain markets, the competition may be stiff. You could be the new kid on the block. How do you drive customers to consider your course over the biggies? A strong USP for your course can save your day (and your business).
For example, when I launched my first course (it was a course on podcasting), the market already had big names like Pat Flynn and free professional resources from NPR. One of the ways I made my course stand out was to have a strong USP. What was mine, you wonder? “The only podcasting course backed by a personal guarantee.” I offered people my time as a bonus. And none of the bigger creators could do that. I was starting out and had all the time to offer!
A brand that uses this technique is Avis. Their USP is, “When you’re only No. 2, you try harder.” In the early years, Hertz was the No. 1 in America. And Avis just used that position to their own advantage.
How Are You Using Your USP?
Let me know how you’re doing it. The above list is not a conclusive one. Of course, there are so many other ways to use your uniqueness to generate more sales and grow your business. Why are you using yours? Let me know in the comments.
And while you’re there, join my newsletter. That’s where I publish my best work first, and then a bunch of bonuses too. It’s called the Paid Course Creator newsletter, and you can find the sign-up form below.
To your prosperity,