I get it!
(Heck… we all get it) Your brand … your line of products are the greatest thing since sliced bread.
But why? No. Really… I (we) are all asking… why?
This very inquiry is one of the few standard questions that I consistently insert within each of my customized copybriefs to clients. Usually, the answers sound something similar to:
Okay, that last part was unnecessarily sarcastic and quite false. My apologies.
Truth is, I almost expect these types of responses from newer clients. Heck, most businesses believe that their true value lies in their product or service offers...
Sure, it’s great to add value to your eCommerce products and services through special offers. However, it’s much more important that you know what value you add to the prospects lives. Of course, you can’t possibly know this unless you have a clear understanding of your target audience. (Another key section on my copy briefs – but we’ll cover that at a later date).
This is me… asking you… “What makes your company, brand and/ or product different from your competitors and how does it add value to your customers lives… specifically?
Or maybe asking this way may help…
What is your USP... aka unique selling proposition? (Oh… stop it! You knew it was coming.)
What sets your business apart from others? What specifically do you want your customers to attribute to your brand?
For the record, I’m a bit old school and don’t buy into your USP being a tagline or slogan - unless it clearly defines whom you are as a brand.
So no – generic responses such as, “We use 100% natural ingredients” will no longer cut it. A quick google will easily show you how common and overused that term is. It’s a great feature, but it’s not the ONE thing you want to be recognized for (unless you’re selling 100% all natural organic radioactive bubble gum. Then my friend… you may be on to something. Call me.)
When you’re thinking about what sets you or your product/ service apart… go deep… deeper… and then… keep going.
"If you've never actually thought about it before, this can honestly be quite scary. Doubts and soft whispers will begin to set in. Trust me - this is natural. Fight through it. Because it's necessary, and more importantly, it's vital towards developing an unwavering confidence about what you (or your product) bring to the table."
So, if you’re selling the world’s best Rubix Cube (You can call me as well… I love those things), what makes your item special?
Is it because your version donates 20% of its proceeds to a specific children’s charity? (A noble cause that makes the customer feel better about themselves and their purchase)
Your Rubix Cube possesses a color pattern that has been shown to evoke happy emotions and scientifically proven to stimulate enhanced brain cognition? (You’ve just answered the “So how does it add value to my life” question)
And remember, even if your product or services don’t necessarily offer anything ground breaking or new, there's always a unique way of verbalizing your uniqueness to potential customers.
But hey… there’s only room for one creative copywriting genius here. So, you can leave that up to me.
In the meantime get specific about what your brand has to offer, know specifically whom you’re offering it to, and give them a reason to click that “Add to Cart” button.