To be effective in direct mail local advertising you must have a catch because you are trying to lure in the customer. What is it that you have? Do you have something that your competition does not have or cannot do? By answering those question you’ll find your Unique Selling Proposition (USP). With your USP you can position your business relative to your competitors.
A Unique Selling Proposition is some outstanding feature or benefit that people can associate with your business. Your USP becomes synonymous with your business. A USP is something you develop after looking at your competitors and finding what’s not being offered that you can offer. For example, your USP might be a feature of your industry that none of your competitors are talking about. This feature however, is of interest or importance to the consumer. Offering information becomes your USP and distinguishes you from your competitors. Few local businesses have developed a Unique Selling Proposition. In fact, most aren’t even aware of the idea. But a business without a Unique Selling Proposition is a business among businesses, just another store front.
Your USP can’t be stated as a cliché or time-worn phrase. It might be true that you have the “lowest prices in town, “or “the best service in the city,” but you can’t use those words to say so. Because those are phrases everyone uses, nobody believes them. You have to find a way of communicating your Unique Selling Proposition so that it doesn’t go unheard or unseen. For example, if your USP is being a “discount house,” instead of saying “We have discount prices,” say something like, “$1,200 Queen bed sets are only $899 at Bills Bedding!”. That statement backs up your USP without resorting to the usual cliché-like language of “the lowest prices,” etc. Using this type of language in your direct mail local advertising will result in a more effective advertising campaign.