You’ve likely heard of the need for a “unique selling proposition” (USP) in order to be successful in business. In essence, a USP is something that you offer customers or clients that your competitors do not.
Another way to think of your USP is as a “remarkable benefit.”
In direct response copywriting, the USP runs throughout the sales letter. It’s the unique promise that is
- contained in the headline;
- elaborated on in the body copy; and
- ultimately fulfilled by your offer.