With digital marketing, content is key. And when it comes to writing content for your website, there are a few vital elements that you can’t overlook or ignore. One of these elements are your unique selling propositions (USPs).

For your content to be effective and generate conversions, you really want to be intentional with your USPs—you want to get your audience’s attention, pique their interest, and provide them with a value that encourages them to convert. If you want to write powerful USPs that work, here are the steps to take.

1. Determine your audience’s pain point.

In order to have a unique selling proposition, you have to determine what they need. What is their pain point? What are they looking for in a product or service in your industry? Why did they click on your ad, or visit your site organically? What are they hoping to gain or receive if they purchase from you?

If you are a B2C business, your potential customers’ pain points or concerns may be with the cost, the quality or longevity, or the effectiveness of the product. If you are a B2B business, your potential clients’ may have budgetary concerns, or may wonder if your product or service is capable of serving or benefiting their entire team.

Knowing and thoroughly understanding your audience’s pain point(s) will allow you to successfully position your content to show your unique value, answer their questions before they ask, and ease their concerns.

2. Establish what solution(s) you offer.

Once you have established what your audience’s pain points are, you can begin to establish what solutions you offer… and how your solutions are unique from the ones your competitors offer. This means your competitors shouldn’t be able to use your USP for their own product or service. Your unique selling proposition should be unique to you—it should set you apart.

Include words that are strong and emphatic (while still accurate and true). If your product is made of top-quality materials and is extremely durable or long-lasting, expound on that. If your service is highly efficient or guarantees a specific result, highlight that. If what your offer is the first of its kind or rated the best in its industry, use that to your advantage and include that in your USP.

A great USP will include the strengths and benefits of the product or service that distinguish it from it’s competition. A successful USP will give your prospective clients and customers confidence in your product or service and make them excited to learn more and to potentially choose you.

3. Engage your prospect and elicit emotion.

While the purpose of your USP(s) is to market your brand and your product/service, you also want to avoid being too salesy. Sometimes, USPs can be stuffed with hyperbole and statements that either make the proposition sound like a cheesy infomercial, or it can sound robotic and unnatural.

When writing your USPs (and any content) keep in mind that your customers are other humans with emotions. Depending on your industry and the nature of your brand, you can really lean into this. Instead of making bold statements at your prospect in an attempt to sell to them, engage with them in a way that connects not only with their needs but with their feelings. Position your USPs to display the solution that you offer, and why you offer it. Not only is your product or service valuable because of its unique benefits or qualities, but your brand is valuable because it cares about the client and not just the sale.

Let’s discuss your unique selling propositions.

When we work with a client on their website content and marketing campaigns, we first discuss their audience’s pain points and the solution that their product or service provides. Once we have outlined the foundation of their USPs, we work with them to write content that promotes their unique values. Then, we professionally optimize that content, and we place and position it on and off their site to most effectively generate attention, interest, leads, and conversions. If you’re ready to improve your USPs (and other areas of your website and marketing campaign content), contact our team today.