The document provides guidance on developing a unique selling proposition (USP) by making lists to understand the target audience and identify product attributes, screening USPs against trends and competitors, matching USPs to business strengths, conducting interviews to select the strongest USP, and using the selected USP to guide marketing strategy and monitor changes over time. It also includes an exercise where Nestle wants to promote its baby food range and provides potential USPs and aspects to consider for each.

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Copy Writing & Conceptual Advertising
Writing Techniques
Lecture # 2

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1. Make a list of what you know about your target audience.
2. Make a list of all the needs that your product or service could meet - these attributes are all potential USPs for your
business.
3. Screen these USPs against trends and competitors. Now remove the USPs that are already being well met by
competitors. Don't forget that your USP is a unique selling proposition so you are looking for a gap in the market.
4. Match each USP against what you and your business are good at. Also think about how you want to be seen. Don't
advertise yourself as always being available if you don't want to work a 60+ hour week!
5. For each USP you have identified, create a page with words and visuals to bring the idea to life.
6. Conduct short interviews with about ten people in your target market to choose the strongest USP for your business.
7. Double-check that you have the right USP. Does it convey one strong benefit? Is it memorable? Is it clear who the
brand is targeting from the USP? Can you deliver what it promises? Is it unique - or could a competitor claim the same
thing?
8. Use this positioning to develop your business and your marketing strategy. Evaluate your activities using your USP as a
benchmark.
9. Monitor trends and new competitors that could affect how customers see your USP.
Defining USP-Unique Selling Proposition

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n 2009, Domino’s reported $1.4 billion in revenue.

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Exercise-USP
Nestle wants to promote its range of baby foods. You have managed to target the
USP as one of several Possibilities
i. Convenient, Innovative Packaging
ii. Fresh Ingredients
iii. Tasty- recipes from award winning chefs
iv. Cost effective- usually 10% cheaper than the leading brand
v. Healthy- Winner of several healthy eating awards.
i. Convenient
a) For Mum
b) For Baby
c) For Storage
d) No cooking
e) Self contained in the package
f) No Mess
g) Long Shelf Life

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1. The brand’s Personality
i. How it functions
ii. What is symbolizes
2. Its’ Position
i. Value to market
3. Its’ Proposition
i. Competitive
ii. Credibility
iii. Clarity of Message
iv. Consistency of Message
Writing Skills
When writing a copy to reflect your brand remember to consider:

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1. What are we doing here?
i.Why exactly your client want to advertise in the 1st place
ii.What you want to achieve
2. Face the facts.
3. What is the missing link?
4. Where will you uncover the clues?
5. Do you believe the facts?
6. Clamp down on any unconfirmed claims?
7. Listen to factual strengths
8. Entice out the facts
9. Get it all down the paper
9 rules of Brainstorming-Copy writing

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A Product Lifecycle

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Extension of Product Lifecycle

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Creativity Starts With Research
As the copywriter on the project, you’re going to need all those answers before you can begin to
consider creative ideas.
1. Good ideas for your ad campaign will often grow from your product investigations.
2. Remember, not all ad campaigns are built around solid products that you can see and touch
3. Some adverts will be for a service that you can’t get hold of physically, for example, a life assurance
policy, an annual gym membership, or a donation to a charity.
• Your task then is to try and make abstract benefits tangible and desirable.
• And whether it’s a product or a service, it’s your job as the copywriter to learn as much as you can
about the features and benefits of this particular item
4. It’s the role of such planners to research all aspects of the product, the market, potential customers, etc,
and use that data to prepare a detailed brief and background information for the creative team to work
on.

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Print AD: Just because the
product you’re promoting is a
database management
program for a specialized
audience doesn’t mean your
communication needs to be
dull and technical. Despite
some evidence to the contrary,
database managers are
human too and sometimes like
to be entertained. This
mailshot for Microsoft’s SQL
Server featured a fold-over red
acetate panel that magically
revealed the obscured cartoon
captions on the front cover:
Oh Brad, you’re just too
complex. I don’t understand
you. Don’t worry Marsha,
there’s an easy way to get
your head around my data.
Client: Microsoft SQL Server 2005
Agency: Mason Zimbler
Copywriter: Rob Bowdery

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Researching Competitors
1. The matter of research and competition needs to be considered from a different
angle.
i. who is trying to move into you or your client’s territory with similar services of products?
ii. How are they attempting to achieve their goal?
iii. To whom is their advertising directed?
iv. How often do they advertise?
v. Is their creative tone is friendly, professional, casual?
vi. Which advertising media do they use?
vii. What kind of creative message do they use?
viii. If you are trying to compete, what will your creative message say?

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1st Step in Media Selection
1. Which will be the most effective; newspaper, TV, radio or something else?
2. Read the relevant papers to determine their style and content.
3. Surf websites: sizes of banners and nature of ads
4. If you are thinking of advertising in a specific newspaper, does it have a
recruitment section? If so, what kinds of jobs do the readers hold or aspire to
have?
5. How will an ad reproduce on paper?
Get a hold of the media pack-A fact kit

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The 8 Steps to Understanding a Brand Position
1. Pin-point the Brand’s meaning
2. Identify the Audience’s:
i. Behavior
ii. Attitudes
iii. Demographics
3. Establish the problem or need being addressed
4. How dies the competition address this?
5. Target the benefits
6. How can that benefit be supported?
7. What is the Brand Personality?
8. Positioning Statement

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2nd Step: Copy writing

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