Web Copywriting Tips – Tip #9

  • Home
  • Web Copywriting Tips – Tip #9

Web Copywriting Tips – Tip #9

by February 4th, 2011 5 Comments

Web Copywriting TipsTip 9 – Say Something New

Until a few years ago, British retailers Marks & Spencer were known for selling good quality knickers and slightly conservative clothes! We also knew they sold rather expensive food, though not many people could afford to buy it unless they were shopping for a special occasion. The TV ad changed all that.

Suddenly, it wasn’t just expensive chocolate pudding, it was ‘Marks and Spencer’s twice-baked melt-in-the-middle chocolate pudding, lovingly prepared from the finest fair trade cocoa beans etc etc,’ accompanied by saliva-inducing images. Once we’d all finished dribbling, a large number of us must have started planning how quickly we could get our hands on this heaven-sent nectar, regardless of the cost. Sales increased by 288% and the ads inspired a raft of copycat sales techniques.

What I’m trying to illustrate is the benefit of USPs. Marks and Spencer had always sold high quality food. What changed was the way they started telling people about it. The adverts appealed on multi-sensory levels. Simple attractive visuals, a softly spoken commentary and timely scheduling brought premium food to our attention whilst its environmental credentials appealed to our conscience.

Give some thought to your Unique Selling Points. What makes your product/service different from other suppliers in your market? Is it your delivery promise, your after-sales care or your 20 years of experience? Or is it the fact that every one of your tennis racquets is personally tested by a tennis pro before it leaves the factory?

Whatever sets your business apart from the crowd, make sure you tell people about it on your website. Make it honest and fun, then back it up with a guarantee and a customer testimonial. These are the trust-building techniques that will ensure your customers remember you and keep coming back. Free stuff works too…


Leave Reply
  1. Barry Berman 7 years ago

    Great Tips, I suggest you have a button that allows me to email your tips to other people/clients etc. Will give you greater exposure and allow me the same. Thanks.

    • Andrea 7 years ago

      Good suggestion, thanks Barry. I’ll look into it…

  2. choxe.net 7 years ago

    Great tips, Thanks so much for sharing!

  3. emanita01 7 years ago

    On your news page, it’s written “This page is intentionally left blank.”
    But if that would be so then that sentence would not appear on it, would it?
    How about writing “The space below is intentionally left blank” instead?

    Just and idea 😀

  4. Richard 7 years ago

    I certainly believe in delivering free stuff to my customers as they will definately keep coming back for more.
    Also we must not forget to create original content with a ‘WoW’ feeling. Like chocolate dripping from our lips.

    Another fine post. Thanks a million.

Post a Comment