5 ideas for reinforcing your USP by way of e-mail

Marketing Guide to Action

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Your unique promoting proposition (USP) represents how your services are totally different from and higher than the competition’s. That’s why it’s essential to carefully craft a USP that accurately describes your brand, then promote it so your viewers understands and remembers precisely why you’re the only option.

Email marketing is a brilliant strategy for USP promotion (you have to be building a targeted email list, in any case), but how are you going to regularly convey the identical message without coming across as repetitive or spammy? With the following 5 ideas for reinforcing your USP by way of e mail.

1. Embrace your USP in every e mail

Probably the most direct method to reinforce your USP inside emails is to simply state it on the prime of each e mail. A method to do this without showing repetitive is to incorporate your USP into your tagline and feature it underneath your emblem or company identify.

In the example under, you'll be able to see how Boden HQ makes use of a tagline beneath its emblem to promote its USP in each e-mail.

Boden using USP in email

2. Align your e mail content material together with your USP

Reinforcing your USP could be subtler than merely restating it, and strategic email content is among the greatest methods for instance how you’re totally different and better than rivals without repeating the identical phrase ad nauseum.

Let’s say you own a doughnut store and your USP is that you've probably the most scrumptious doughnuts in town. Your e-mail content may function awards you’ve gained, customer spotlights (everybody raves your doughnuts) or an article about the way you supply solely the most effective elements.

Or, let’s say you use a method salon and your USP is that you've the region’s most skilled beauticians. Your e mail content may function photographs of shopper hairstyles and makeovers. Or, you may supply advice for hairstyles that match certain face shapes, pores and skin tones and hair varieties to determine your model because the professional in hair.

One other example: You run a discount tire store, and your USP is that you've the lowest costs on high-quality tires. Your e mail content material may function recommendations on how to choose the most effective tires for various seasons, automobiles and uses and then show your worth alongside the slashed-out MSRP (Manufacturer’s Recommended Retail Worth).

In each of those examples, you’re not rehashing your USP verbatim, however you’re still reinforcing your USP by means of content that aligns together with your message.

Aldo Brown and grey shoes

three. Create provides that match your USP

Maybe the obvious approach to reinforce your USP by way of e-mail is to develop incentives, provides and other promotions that clearly illustrate your USP.

For instance, our low cost tire store can send emails with huge promotions that match its “lowest worth on the town” USP. Or, our salon may create an e-mail advertising a special makeover package deal that comes with a 100 % satisfaction assure (which demonstrates confidence that our stylists are one of the best).

Once you develop your USP, you’ll take into consideration what your viewers will respond to. Your promotional emails should cater to those self same passions, motives, wishes and issues for natural alignment together with your USP.

25% off offer

4. Choose photographs that recommend your USP

Should you incorporate images into your emails, choose those which visually recommend your USP. For instance, a doughnut store ought to spend money on professional food images that helps showcase their doughnuts are pure mouthwatering goodness. By the identical token, a salon might showcase the standard of their stylists’ work by way of buyer spotlights.

When you select photographs in your emails, think about how they reinforce your USP. They don’t all the time have to be product pictures or completely happy clients. For instance, a venture management software firm may function a graph that illustrates increased productivity when its product is adopted or a chart that compares venture effectivity to a well-liked, underperforming competitor.

Mercedes C class coupe

5. Don’t overlook the topic line

Your USP must be a press release that intrigues clients, creates want and makes them need to study extra. Sound familiar? Your subject line has the identical objectives, so it is sensible to craft topic strains that echo your USP.

Once more, you shouldn’t repeat your USP verbatim (imagine getting six emails in a row that learn “The Greatest Doughnuts in Durham”). As an alternative, craft provocative subject lines that suggest your USP: “See What Ingredient Makes This Irish Cream Glaze So Scrumptious.”

Collectively, all the following pointers boil right down to telling your story in an interesting approach that resonates together with your audience. You don’t have to repeat the same phrase again and again. In reality, it’s better to immerse your viewers in your brand in order that they make lasting associations about why you’re the best choice. E mail is among the greatest and most cost-efficient methods to try this, so comply with the featured ideas to strengthen your USP by way of e mail and foster lifelong model loyalty.

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© 2019, Brian Morris. All rights reserved.