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If you've done any freelance work in marketing Womens Gardner Minshew II Jersey , you may be familiar with the phrase ?unique selling proposition? (commonly known as the ?USP?).


The USP tells your prospect what differentiates your product from everyone else's in your category. And it's the single most important reason your prospect will buy from you?or from someone else.


But did you know that you, as a freelancer, are a ?product? too?and that you need a USP to differentiate you from all of the other business freelancers working in your field? The most successful copywriters can say why they're the best writer for the job. Can you?


There are many ways to differentiate yourself from the competition. I trade on my agency experience and ?big name? clients. When I help my coaching students discover their Unique Selling Proposition, we start with a review of their experience and successes.


We are positioning one of my students as a ?problem solver Womens Ryquell Armstead Jersey ,? because he's taken start-up companies to great success as a software salesman. Another student is positioned as 'the headline Doctor? because she feels she is exceptional at writing headlines. She offers potential clients a free headline critique of their marketing materials, valued at $300.


Even if you think you have nothing in your background that will position you as special or unique, you're almost certainly wrong. One of my students is entering copywriting after spending a lifetime in anthropology. ?How can I possibly find anything in anthropology that a marketer would value?? she asked. ?Tell me about anthropology I replied.?


After a 10-minute discussion she mentioned that there are seven motivators that are common to all people in all cultures. ?Could a product or service have any kind of connection to any of these motivators?? I asked. And we brainstormed common products and services that are commonly sold via direct mail, ads Womens Quincy Williams II Jersey , or ecommerce.


It turned out that there was a link to the seven motivators for every product or service, which allowed us to say that my student had a deeper level of empathy for people (and prospects), than most copywriters. And since the ability to convey empathy is so critical to the success of a marketing piece, then a client would be well served by using her copywriting services over someone else's.


My student went on to create a free report to give to potential clients Womens Josh Oliver Jersey , entitled ?The Amazing Link Between Anthropology and Direct Marketing that Can Really Increase Your Profits.? We also created an ?Empathy Scale? so she could offer to measure the ?empathy level? of a client's past mailing.


So think for a moment. What would you say if a potential client asked ?Why you?? If you don't have a quick answer, then it's time to create your own powerful USP.




A new study commissioned by the British Red Cross has highlighted huge problems in home based care. The charity is calling for the government to look again at this area and improve social care for the elderly.


The Red Cross is most readily identified with providing care and medical provision in far off countries and war zones, but in fact the organisation provides social care support to over 400,000 people each year in Britain.


The findings are a chilling reminder of what can happen when Womens Jawaan Taylor Jersey , in times of austerity, a government has to make huge decisions about public spending. The study finds that elderly people are at the sharp end when it comes to the cuts.


But the Red Cross say the stringent cuts to home care services in particular are a 鈥榝alse economy鈥?as decent services earlier on with an elderly person can save the NHS as much as 拢10,000 in the long run.


The charity found that there is increasing isolation amongst the elderly, which is leading to more accidents Womens Josh Allen Jersey , such as falls, which in turn puts pressure on NHS beds.


The study shows that a staggering nine out of ten GPs thought elderly people were more at risk due to the new wave of cuts. It also asked the general public what they thought, and again there was near unanimity with 85% believing that support is being cut back due to a lack of funding.


Chief Executive of the British Red Cross Sir Nick Young acknowledged that the government where facing tough spending choices but said that under investment in lower-end home based care jeopardises patients, undermines their well being and dignity and must be challenged. He said it is a false economy as the bill to look after patients later on can be much higher Womens Yannick Ngakoue Jersey , therefore it makes perfect sense to provide care and support earlier. Sir Nick called on the government to rethink its policy in this area.


The Patients Association also backed the Red Cross findings, their CEO Katherine Murphy said there is already evidence of neglect in the system, and relatives are complaining to her that there is now an acute lack of resources in the system, which is down squarely to the coalition cuts.


Commenting on the study the Department of Health agreed that it was a false economy to provide fewer services Womens Leonard Fournette Jersey , but failed to answer the central question of why those very services now seem to be fewer.



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