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What Separates You from Competing Sites?
A Web Copywriting Tip by Nick Usborne
Whether you are working on your own site or that of a client, look at the first screen of the home page and ask yourself, honestly, what separates this site or business from its competitors?
If you conclude that the difference lies in better customer service, try again.
Customer service is a commodity. Everyone makes the same promises.
If you say your prices are better, that’s probably not true. Amazon, Wal Mart, Office Depot or someone else can sell for cheaper than you can.
And if you say you offer “integrated solutions”, you should feel embarrassed.
Google serves up 4,780,000 results for the exact phrase “integrated solutions”. Besides which, the phrase has no meaning whatsoever. It’s just a cliché.
Really, be brutally honest. What is it about the business you are working on that offers a true and unique value to site visitors?
What can you say, in tens words or less, that will make a reader pause and access a whole new area in their minds when they see your company name?
In other words, they won’t dump you in with everyone else in your category, but will always perceive you as separate, as offering something different and of real value.
When you find these few words, a true value proposition, it will transform not only your web site, but also your business. It not only gives your prospects and customer a unique sense of who you are, but also does the same for you.
When you have that line, add it to the first screen of your home page, right in the middle, so it’s the first thing everyone reads.
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