Comments on: Michel Fortin Talks USPs. I Talk Value-Added Copywriter. Why Should You Listen To Either Of Us?

By: Blog » Michel Fortin Talks USPs. I Talk Value-Added Copywriter. Why Should You Listen To Either Of Us?

Tue, 25 Mar 2008 01:28:18 +0000

[...] Tom Chandler wrote an interesting post today onHere’s a quick cite [...]

By: Tom Chandler

Tom Chandler — Tue, 05 Feb 2008 15:03:46 +0000

Matt: Yes, that is. Sounds like you really enjoy that work.

By: Matt

Matt — Tue, 05 Feb 2008 02:04:56 +0000

Contra USP: I’m just a word jockey and I do alright for myself. I don’t even bring my own vowels and consonants to the table and I make sick money. Corporate clients will pay outrageous sums for work that is, at its heart, little more than cutting and pasting approved “messaging.” For those clients, I haven’t positioned myself as anything but someone who can take punishment without complaining. Is that a USP?

By: The Word Wrangler

The Word Wrangler — Sun, 03 Feb 2008 23:14:22 +0000

This is a great post, Tom and you’re right on the money. I just got done reading Michael’s post and you both state the case for USPs in a way that’s tough to argue against them.

By: Tom Chandler

Tom Chandler — Wed, 30 Jan 2008 16:58:42 +0000

Joseph: I wouldn’t want to confuse positioning with the concept of value-added. The concept of a value-added anything is hardly unique, but positioning myself as The Engagement Copywriter probably is. For me, “value-added” is in the messaging foundation, but it’s not the message.

Roberta: That’s an interesting point, and I fear the Internet has created a whole new race of copywriters who think they’ll never have to pitch a program (or concept), meet a client, or deal with the day-to-day bullshit that sometimes defines this occupation.

They’re wrong — at least if they want to become handsome, rich, famous and universally loved like we are.

By: Roberta Rosenberg

Roberta Rosenberg — Wed, 30 Jan 2008 12:14:03 +0000

Sometimes I wonder if personality has a lot to do with how a copywriter will define him/herself beyond “writer” … I’m an extrovert, comfortable with people and confident in my abilities and talents. Like Tom, I’ve always seen myself as leading with marketing expertise wrapped around the copywriting deliverable.

In fact, when I go from being the go-to marketing whiz to “the writer” that’s when I know I’m in trouble. Writers are more expendable than whizes.

For more introverted copywriters, I can really feel discomfort in having to deliver more than just the writing. I’ve met dozens of writers who just want to sit at their keyboards, write and not push additional services or engage any more than they have to with their clients.

By: Joseph Ratliff

Joseph Ratliff — Tue, 29 Jan 2008 17:34:52 +0000

Tom,

Now, this is just my opinion but…

I think being a value – added copywriter, which I am, IS your U.S.P. , or your “hook” as Michel puts it.

Not too many copywriters think that way, and end up being “word jockeys” as you put it.

Being a value added copywriter would therefor separate your copywriting practice from others, as a primary difference…

BAM! You have constructed a U.S.P.

Real marketing companies and high-paying clients look for a copywriter to bring more to the table than just clear, concise prose.

Thanks for making me think Tom. :)

Joseph Ratliff
Value Added Copywriter
Author of The Profitable Business Edge 2