Dynamic Marketing Communiqué

Gain a profound advantage over your competitors by adding this UNIQUE proposition in your copies! [Tuesdays: “Write with the Pen of the Masters”]

October 19, 2021

In business and copywriting, standing out in your prospects’ eyes is a big factor that influences their purchasing decisions. 

The clearer you communicate what makes your offering a better choice, the higher the chance that your target market will buy from you or act on your call-to-action. 

How can you elevate your brand to a position of notable superiority over your competitors? 

One way is through a Unique Selling Proposition (USP)

According to Jay Abraham in the book, “Getting Everything You Can Out of All You’ve Got,” you have to create maximum, real, and perceived advantage about your brand in your target market’s minds AT ALL TIMES. 

To do that, you must offer your prospects a unique benefit or advantage… and that’s what a USP is all about! It’s that distinct, appealing idea that sets you apart from every other competitor. 

Once you’ve identified your brand’s USP, integrate it in all your promotional, marketing, advertising, and selling operations. These include what you do, say, and write in your brochures, sales letters, ads―everything! 

Whatever your unique selling proposition is, make sure you demonstrate it at all times so your target market will see the consistency in your copies and in your actual product or service. 

However, identifying, developing, and incorporating your brand’s USP into everything you do can be challenging. That’s why you have to take this process seriously. Once you successfully pass through this stage, the reward will be worth all your time, effort, and hard work. 


Having a concrete USP will give you the differentiation, distinction, and advantage against your competitors! 

So, thoroughly consider what your brand’s unique selling proposition is. This will help you pinpoint your offerings’ distinct features and/or benefits and write compelling copies. 

If you’re having a hard time identifying your brand’s USP, don’t panic. 

You may gain ideas or insights from ads in newspapers, brochures, journals, tradepapers, TV, radio, and even in the Yellow Pages. You may also talk to other business owners, copywriters, and salespeople. Ask them a question like, 

“What do you think is the primary advantage of doing business with you or your brand?” 

Pay attention to their answers because these can give you the inspiration you need to identify your brand’s own USP, which can be in the form of: 

  • Having the best selection or broadest array of buying options.
  • Offering limited selection items at a low price.
  • Selling the finest products at a higher but still reasonable price. 
  • Providing better service, assistance, or installation help along with a product purchase. 

The possibilities for building your brand’s USP are unlimited! However, keep in mind that you should only adopt a selling proposition that your offerings can actually fulfill. 

According to Abraham, it’s no surprise that enterprises that lack these selling propositions merely get by. Their failure rate is high and they only get a small share of potential business. 

In his words, 

“It’s ludicrous to operate any business without carefully crafting a clear, strong, appealing USP into the very fabric of that business’ daily existence.” 

Besides, who would want to patronize a firm that’s “just there,” without a unique benefit, incredible prices or selection, and comforting counsel, service, or guarantee

Highly likely no one. 

On the contrary, those who have a dynamic USP fare better in their business operations. Why? 

They have a concrete and profound advantage over their competitors! 


As a copywriter, how can you identify your brand’s USP and include it in your written outputs? 

The first thing you should do is observe the needs or demands that are unfulfilled in your industry. 

You may even combine those needs to create hybrid USPs―combinations that integrate one marketing gap with another. The goal is to focus on and pinpoint that niche, need, or gap that is most sorely lacking. 

… but that shouldn’t be the end of your USP identification journey. Remember that with an appealing and unique selling proposition comes the responsibility to deliver on what your brand promised it would do. 

Abraham believes your entire marketing and operational success is built upon your brand’s selling proposition. 

That’s why it’s critical to “always fulfill the big promise of your USP.” This will help you stay consistent with your core business and create effective and compelling copies. 

If you haven’t identified your brand’s unique feature or advantage yet, now is the time to do so! 

Stand out from the rest of the competition and attract your target market by offering a powerful and distinct benefit that turns them into loyal customers.

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write a copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail of your service.

And when you get your content to deliver the results you want, THAT is a great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”


Kyle Yu 

Head of Marketing 
Valens Dynamic Marketing Capabilities 
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