Unique offer in title to improve conversion

Finding a niche and being the first to promote it is like hitting a jackpot. What should you do if your business suffers from too much competition? How can you stand out from the crowd?

Meet the USP - unique selling proposition! Include it in the Landing headline and take a break from worrying about competitors in various areas of your business.

The USP is a complex advertising and marketing mechanism. There are hundreds of tactics, formulas, techniques and methods by which effective sales proposals are created. The fundamentals of the proposition are based on some basic principles that can and should be successfully applied in sales.

At least 90% of companies on the online market do not have a unique trade offer. This is ironic, but true. Promotions, discounts, bonuses ... these and more are presented as "weighty" competitive advantages. In fact, the most effective and conversionon commercial sites is the USP.

How to develop a powerful USP, include it in the Landing headline and increase the conversion?

When developing USP, make use of these 4 important efficiency components:

1. Establish the main benefit for the target audience, and reinforce it with additional benefits.
2. Clarity, specifics, and what makes it niche, so it is immediately clear what you are talking about and who needs it.
3. Figures.
4. Solid truth  and backed-up facts.

Let's go through the points.

Cheaper, faster, stronger ... About benefits

Remember, the main benefit is not a qualitative characteristic of the product or service. The main reference point should be what a person will get if he or she buys what you offer. Strengthen the USP with additional benefits. They can be explicit and "hidden."

Different types of additional benefits:

•       Competitive advantages of goods or services - cheaper, faster delivery, stronger packaging, free consultation (where it would normally come at a cost with other companies), etc.
•       Benefits arising from the main benefit - the ability to use the product anywhere, not only in the office or at home, the ability to download it on the Internet, instead of making a "physical" purchase, the opportunity to get advice on Skype, etc.
•       Secondary benefits that arise "by themselves." For example, yoga courses – this allows the client to develop spirituality, but also strengthens their muscles, heart, body, improving health.

Orientation - a potential buyer (specifics and niche)

If you indicate in the landing headline the company you are making an offer to, then the chances of the event being a success are considerably greater. When creating a headline, include distinctively "niche" words.

The headline of the landing page should attract the attention of potential customers, and not be too general. A few things to consider are:

•       Includsion of professional terms.
•       Mention of the names of specialized brands.
•       Use the names of experts in your niche, and explain why you have mentioned them.
•       Use field-specific lexis lexicon.

By way of an example, your favourite iphone 6 is cracked.. You begin looking for a company that will solve this issue. You receive such suggestions:

1. "Repair and replacement of smartphone screens."
2.    "Repair and replacement of iphone 6 screens".

Most likely, you will choose the second option.

Figures

Figures have always served advertising well. Nowadays when people have less and less time, figures and statistics save a great deal of time for potential buyers. They also make the buyer feel more confident about their purchase.

If possible, be sure to include specific figures in your USP and the landing headline. these are the kinds of things you should include:

•       "Served 578 customers."
•       "8 years of experience".
•       "17 plumbers in the state."
•   "5000 hours worked".

Note:. Many use the terms"more than" and "over", or a plus sign. This is not always appropriate and can cause distrust: "Do not you know exactly how many people you have in the state?"

Truth, nothing but the truth

When developing a unique trade offer, use only reliable information, figures and confirmed facts. If the client realizes that they have been deceived, he will not make use of the service again, and "word of mouth" (which, with the Internet, is unlimited) can even jeopardize the business’s staying open.

5 closing tips for creating a headline with USP

• Make the USP Landing headline simple and understandable to the target audience.

• Don’t forget the rule "One lending - one trade offer".

• Strengthen the title with a subheading that fully reveals the essence of the USP.

• Remember to "scan" the text of readers - try to put the key information in the first and last 3 words of the headline.

• Focus on the customer’s problem and write the perfect solution in the headline.

• Do not make unrealistic promises, or include unlikely solutions in your proposal.

• Try to keep it within 8 - 10 words.

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