Use Your USP

by | Oct 9, 2009 | Marketing & Selling

Part Three of:

Is Your Copy Convincing? 7 Ways to Show Authority In Your Writing

This is the third post in a series of seven blog posts where I will share seven ways to show authority in your writing. This series is an expansion of an article I’ve posted to

3. Use Your USP
When you are writing copy to sell something, be sure to include its unique selling proposition or USP. This will help you hone your copy to the most important benefits or features you have to offer. Being this focused and on topic will help create the authority you’re looking for.

According to Wikipedia, the term USP was invented by Rosser Reeves of Ted Bates & Company as a way of explaining a pattern among successful advertising campaigns of the early 1940s. The theory was that such campaigns made unique propositions to the customer that convinced them to switch brands. Today, the term USP is used to describe that unique feature of a product or service that provides specific benefits not available with other similar products or services.

When you make the statement of your USP clear, your readers will understand immediately the message you are trying to communicate. And clear communication conveys an air of authority, as well.

In my next post, I’ll discuss stating your benefits and advantages.

If you missed previous posts in this series, you can find them here:


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