Saturday, January 13, 2007

Does S E X Need USP?

USP stands for Unique Selling Proposition. It is the answer to the consumer's question: "What's in it for me?"

Many people in the business of selling sex seem to think that a USP is not needed. I disagree. There are many differences in the adult industry, yes. And having words like 'sex,' 'porn' and assorted specialist niche terms may be all you need for search engine success. But what about closing the deal?

If you want money in the till at the end of the day, if you want them to buy, then you need to tell folks why they should buy from you.

Your product or service needs to solve a problem, offer a solution, or save money. (Gracie will assume that it does, or it would not be for sale!) Obviously, 'shoot your load' is well, a bit 'generalized.' And it may not speak to the concerns of the website visitor. Sure, they want to get off, but that's not why they should hand their money over to you.

Looking at a more traditional business may make this a bit clearer.

Domino's Pizza sells pizza, but their USP is not about how tasty pizza is. Otherwise a consumer would be motivated to buy pizza in general. Even making them at home! So Domino's uses potential customer concerns to stress why Domino's is the place to call. Since they are a delivery service, which is a convenience, Domino's capitalizes on the 'fast' with the following USP:

"Fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed!"

A unique selling proposition tells the customer how you are going to meet or exceed their needs. With just a title or a short description you need to tell website visitors how your product or service will:

* Make life better
* Make life easier
* Save money
* Provide access to exclusive items
* Allow something that could not be done before

An easy starting point is to formulate a phrase that begins with "Buy from me because my company is the ONLY one that..."

And sometimes the best places to find ideas are not to look at other site's USPs, but to look at what complaints there are in our industry. Concerns such as privacy, legal issues, secure payment processing, customer service, quality, new items etc. are great places to examine your business.

Your USP should be short ~ a quick read, commanding attention, and hopefully memorable. And it must never promise things that are not true. If you do that, you will find yourself facing angry, rabid people.

Your USP is short tag line that conveys how exclusive, special, valuable your business is ~ and it should be used everywhere. On every single media, in every communication: email signatures, order forms, print flyers, banners, video/dvd jackets, business cards, newsletters, everywhere.

Tell them. Tell them again. And then tell them what you told them. It works in public speaking, it works for selling goods & services, and it will work for you.

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