Your UVP is the exclusive feature or benefit you offer to your customers. It could be anything at all. If you offer a service, it could be “100% pay after satisfaction”. It could be a time factor offers. Say you provide a service that reviews CV. Your UVP could be “Get a revamped résumé in 24 hours”. This makes you stand out from every other person offering that service, as your unique offering is the ability to deliver in 24 hours. Your slogan could also be your UVP, as it automatically gives your audience what to expect from you.
The Importance of The UVP
Kroger, one of the biggest grocery stores in the United States, has a clear slogan “Fresh for Everyone” which signifies their unique offering to provide food items and groceries that are fresh. This is also their UVP, and it can be incorporated into the copy quite easily. Therefore you should identify your UVP. Know what you offer or want to offer that others don’t. It could be locally manufactured; it could come with 12-month free support and many more. Just ensure that it is unique.
This brings us back to the AIDA formula. After you have successfully gained attention and have sparked your readers’ interest, highlighting the benefits of your unique offering will appeal to your audience’s desire.
Desire: You have said a lot already, and you have made your UVP clear, so we are at the third stage of the AIDA strategy, which is to attract the greed of your audience by highlighting your benefits and how they will be of importance to them. Although you must have mentioned a few from your headline and your lead, you must make them clear and leave your audience with wet mouths.
Remember to show the benefits
After you have been able to get your audience’s attention with a compelling headline, and you have been able to get them interested in the unique thing you have to offer, it would be best if you talked about the benefits. Do not make the mistake of assuming your benefits are clear enough from your headline, lead, or your unique value proposition. You need to spell out the benefits for them in a short summarized form, preferably in a bulleted format. The services you offer and your unique value proposition are part of your benefits, but you need to make them know that they are benefits. Do not assume for your audience.
Your lead could go thus: “Have you ever imagined home away from home? Comfort and peace in a serene environment that makes you contemplate your real place of abode? Imagine yourself in a new home with the best culinary services that you won’t get anywhere else…”
However, you can list out a couple of benefits here in a bulleted point to reiterate your points and to also make it more transparent,
A list of benefits based on that lead would be
- You will enjoy a cool, serene environment with the best outdoor relaxation services
- You will have access to a wide range of continental dishes and classic cocktails
- You will enjoy great hospitality, as our staff are seasoned and well trained for your comfort
Now, these were all mentioned in the lead, but the benefits section made it more explicit. More so, it reiterates these features and makes them appear as benefits rather than mere features. When your audience sees features as benefits, it converts them into customers more efficiently.
Remember to use bulleted points to highlight benefits; that way, the reader can digest each of the benefits one at a time. Keep it short, with fewer full stops and semicolons to ensure that the reader digests the content at once.
There are two major types of bullets used in copywriting: Blind bullets and Open Bullets.
Blind Bullets gives readers clear information about the benefits they stand to gain from the product or service, but it doesn’t tell them how. This deliberate concealing of little information keeps the reader curious to see how he will enjoy these benefits. Open Bullets, on the other hand, give all the details available at once, starting like a blind bullet by telling them the benefits but ending the sentence with how the reader will access these benefits.
Both bullet styles can be used in copywriting, as they both work. They may even be mixed at times to make sure that your copy is very engaging.
After your audience has seen what they have to gain and are already convinced, you can make this happen. Then you are at the last stage of the AIDA strategy, which is the action stage.