I asked him what he thought his USP was... he
said that he hadn't really given it much thought.
And I just sat there, shaking my head, no longer
wondering why he wasn't doing that well online.
Heck, I remember hiring John Carlton about 10
years ago JUST to go over my USP with me, since
I knew the importance of it.
So, I'm curious... do fellow copywriters normally
help clients in depth with their USP, do you take
it and run with it yourself, work with them, etc...
I know the answers are probably all over the place,
but I was curious how other copywriters helped
their clients nail down their USP.
I used to be hardcore with finding mine... to
the point where I'd use Carlton's analogy of
a "gun to the head"
Or, if I'm chatting with clients, I'll have them
imagine that they're in Shark Tank and they
have 30 seconds to pitch the Sharks what
they do and why they're different than all
So, how do you help clients find or
work on fine-tuning their USP?