USP vs. ESP (Copywriting)

 Copywriting Part-4

USP vs. ESP 

We talked a lot about emotions in the previous chapter. Back in the day, many businesses use something called “Unique Selling Point” or “Unique Selling Propositions” to differentiate themselves from their competitors to rake in more sales. 

While that is very important, in the online world, we have something additional called “Emotional Selling Point” – Which is the ability use tap into the emotions of your readers so that you can make them carry out your most desired action. 

 

Here’s an example of an emotional selling point: 

 

“I knew what it was like struggling as a new marketer, learning how to draw traffic to my website. Sometimes, I even had a slice of bread a day because I wasn’t making much money from my online business…” 

 

This classic example relates the hardship faced by the marketer to the person reading the sales copy, who is probably facing the same problems he once faced.  

 

Emotional selling points also deal a lot with powerful emotion-stimulating words. For example, in the make money online niche you would use words like: “time and financial freedom, free from the shackles of 9-5, quit the rat race”. These terms are emotional terms related to the niche that people can easily relate to and connect with. In short, if you wish to use ESPs effectively to market your business, ask yourself these two questions: 

1. What niche are you in? 
2. What kind of words/stories/situations that people in your niche can identify with? 

 

Once you have determined the answer to these two questions, you can try and brainstorm as many ESPs as possible that you can use in your sales copies or marketing content. 

Copywriting Part-5 => Call To Action