Finding the Unique Selling Proposition: How to Create Advertising Concepts and Write Copy That Sells

Finding the Unique Selling Proposition is only the beginning. The real challenge is turning it into advertising that gives customers a reason to buy.

Finding the Unique Selling Proposition: How to Create Advertising Concepts and Write Copy That Sells is a practical guide to answering advertising's most important question:

Why should a customer buy from you instead of someone else?

Drawing on experience in advertising and direct sales, Michael Swedenberg shows how to get beyond generic claims such as great quality, excellent service, and we're the best to uncover meaningful reasons to choose one product or business over another.

You'll learn how to:

- Find a genuine Unique Selling Proposition
- Create a selling proposition for a "me-too" product
- Turn features into benefits with the SO WHAT? / WOW! test
- Develop product differences into advertising concepts
- Write stronger headlines and body copy
- Make headlines and visuals work together
- Cut unnecessary words and make every word sell

With real-world examples and practical assignments, this book is written for copywriters, small-business owners, marketers, salespeople, and anyone who wants to create more persuasive advertising.

The media will continue to change. Human nature won't.

Find the difference. Find the benefit. Find the reason to buy.

Then write the ad.