It's unique!

All businesses need customers – you can have the greatest product or service in the world but without customers you’re toast!

That’s where good sales copy helps. Whether you write sales copy yourself or if you need to review others’ copy for your own business; being able to spot the misuse of this word will significantly increase how effective that copy is. So, what’s the word that’s so often misused? It’s ‘unique’.

For the more initiated I know that it is a word that is often touted as a ‘must have’ in any piece of copy, the trouble is that you should not just state that something is unique. The key is to state why it is unique. Now, my hair is pretty unique. I doubt there’s another person out there with the exact same number of strands that are all the exact same length as mine and are all going off in the exact same directions. Yes, my hair is unique. But that doesn’t necessarily mean it’s good.

In fact, some might just say the opposite.But whatever others might think of my hairstyle is irrelevant. The important thing is that simply stating something is unique is not enough. Good copywriting must go deeper. If I was trying to say why you should like my hair, I might say it’s quite thick. It’s medium brown. There’s not much grey. You see, by digging a little deeper behind why something is unique, you start to pull out interesting details.

So - if you’ve got a good product or service, a product or service that you believe in, make sure that you uncover the ‘why’ - the special details that make it unique - and you could just notice an upturn in custom