Jumping into the world of copywriting can be exhilarating, but let’s face it, it can also feel a tad overwhelming. Especially when you glance around and see so many talented individuals, all vying for the same pool of clients.
You might be tempted to slash your prices, hoping that will be your ticket to standing out. Unfortunately, lowering your prices is a losing proposition.
Instead, let’s focus on something more powerful: Your Unique Selling Point or USP (sometimes referred to as Unique Selling Proposition).
By answering the 12 questions we’ll delve into shortly, you can document the unique value that makes you stand out.
And the best part? Once you’ve unearthed your USP, you can use it everywhere — on your website, in your content, during your discovery calls, and beyond. So let’s dive in and discover what makes you uniquely you.
Navigating Your Path to Uniqueness
Before we dig into the questions, let’s set the stage.
These aren’t just any questions. They come from Ann Handley’s influential book, Everybody Writes.
As a copywriter, you’re probably already familiar with Handley’s work. Her insights are invaluable to any copywriter seeking to refine their craft.
In Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, Handley offers 12 insightful questions that help you identify the unique qualities you and your business offer.
As you answer these questions, you’ll uncover the distinct aspects of your personality, approach, and motivation. In doing so, you’ll carve out a space entirely yours, where competition becomes almost irrelevant.
Remember, competition isn’t the enemy. It’s more like a mirror, reflecting what’s already out there, allowing you to differentiate yourself.
So, prepare for some introspection as we embark on a journey to unearth what makes you unique as a copywriter. Let’s dive in.
Navigating Your Path to Uniqueness
1. What Is Unique About My Business?
You’re not the only copywriter in your niche. But there’s something special about what you do. Something that no one else can replicate. It might be your style, approach, or the angle you take on topics. Take a moment to think about this. What is it about your work that clients can’t get anywhere else?
2. What’s Interesting About How My Business Was Founded?
Every business has a story. You may have started your career in another field and brought that expertise into copywriting. Or perhaps you were always crafting captivating stories as a child. These unique beginnings shape your perspective and approach to copywriting in ways that can give you an edge. Take a step back and look at your journey. What parts of your story make you different?
3. What’s Interesting About Me?
Just as every business has a story, so does every person. You’re not a copywriting robot — you’re a human with experiences, passions, and quirks. Maybe you’re an avid rock climber, which taught you about perseverance. Or maybe you’ve traveled the world and have a broad cultural understanding. Whatever it is, these unique facets of your identity seep into your work, making it more vibrant and unique.
4. What Problem Am I Trying to Solve for Others?
By understanding the specific problems your clients are facing, you can tailor your services to meet those needs effectively. For example, do you help with email marketing, Google ads, or white papers? This specificity can help you stand out in a crowded market and attract clients who are looking for a specialist in that area.
5. What Inspired Me to Go into This Business?
What was the spark that led you to copywriting? Was it the love for storytelling? The thrill of persuasion? The joy of helping businesses communicate their message effectively? That spark is part of your USP — it motivates you, keeps you going during tough times, and shapes your approach to your work.
6. What A-ha! Moments Have I Had About My Business or the Industry?
Every copywriter has moments of insight when something clicks, and you suddenly see things in a new light. It could be a new headline approach, a fresh take on calls-to-action, or a deeper understanding of audience psychology. These insights shape your work in distinctive ways and can be a powerful part of your USP.
7. How Has My Business Evolved?
Change is a part of every business journey. Perhaps you started in a different niche, or your business style has changed over time. You may have learned new skills. Reflecting on these changes can reveal a lot about your strengths and how you adapt to new challenges — both valuable components of your USP.
8. How Do I Feel About My Business, My Clients, and Myself?
Feelings matter. They drive our actions, shape our relationships, and influence our work. Maybe you’re passionate about helping small businesses grow, or you love the creative challenge of crafting compelling copy. These feelings infuse your work with energy and authenticity, setting you apart from the competition.
9. What’s an Unobvious Way to Tell My Story?
Sometimes, the best way to stand out is to tell your story in an unexpected way. Think beyond the usual ‘About Me’ page. Could you share your journey through a series of blog posts? Or craft a metaphor that captures your approach to copywriting? Creative storytelling can make you more memorable and relatable to potential clients.
10. What Do I Consider Normal and Boring That Others Might Find Cool?
We often underestimate what’s interesting about ourselves. You might think your love for ancient history or your knack for crossword puzzles is irrelevant to your work. But these unique interests can make you stand out and connect with clients in unexpected ways.
11. What Is My Vision? How Will My Business Change the World?
Okay, so maybe your copywriting business won’t literally change the world. But it can make a real difference to your clients. What’s your vision for this impact? Maybe it’s helping eco-friendly businesses increase their reach or making complex tech concepts accessible to the average person. This vision is a powerful part of your USP — it drives your work and delivers real value to your clients.
12. How Will I Make the World Better for All of Us?
Lastly, consider the bigger picture. How does your work contribute to the world? This could be anything from promoting ethical businesses to helping families have more meals together. Reflecting on this bigger picture can reveal a deeper purpose in your work, making it more meaningful to you and your clients.
Embracing Your Unique Journey
Your Unique Selling Point isn’t just about what you do — it’s about who you are, how you think, and why you do what you do. By asking these questions, you’ll uncover your USP and pave the way to stand out in the world of copywriting.
You’re not just any copywriter. You’re a copywriter who provides something special to your clients. You’re a copywriter with unique qualities. That’s incredibly powerful.
Embrace what sets you apart. And make your mark.
In answering these questions, what surprising thing did you learn about yourself? Let us know in the comments below.
