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Simple USP formula with guarantee:
IF you are [customer meets qualification] and
IF you do [customer’s part of the deal]
THEN with our help you will achieve [result]
Real World Example:
If you are an “accountant” and if you “use our accountant client management software for 30 days” then you will “save 1hr of your time per client”.
OR [consequence to me, the vendor].
If you are an “accountant” and if you “use our accountant client management software for 30 days” then you will “save 1hr of your time per client” or “we pay you $500.”
Power Guarantee + Competitor
If you are an “accountant” and if you “use our accountant client management software for 30 days” then you will “save 1hr of your time per client” or “we pay you $500 plus pay for a month of X (your old software).”
4 Things you need to define to use this:
1) Exactly who your customer is, and who is not.
2) What your customer must do in order to qualify.
3) What your customer will achieve.
4) What you have to do for the customer to achieve that.
The best training I have ever seen (no, this is not an affiliate link and we don’t get paid in any way).
Simple Offers: Free trials with no CC typically will get you the highest volume of leads and if your product/service delivers a lot of value they will convert to paid. If they won’t, you need to work on making your product essential to their business and tying the use of it to an increase in revenue, savings in expense, or some other valuable currency (time).
Freemium Model: If your product or service has “levels” of features and functionality, the freemium model can work very well. You pick one feature that delivers a lot of value “for free” but additional features enhance, improve, or expand the “free” feature. Since the free feature is “already” delivering value, then the upgraded “paid” features become a no brainer.
Record your sales and support team phone calls. Listen to your best sales person and document how he converts a prospect in to a client. What he says, how he says it, how he addresses customer questions and concerns, and how he overcomes them are marketing and offer gold. Listen to support calls and document the top 5-10 question/problem the customer has. Then address them and include that in the landing page copy. This will get you to 80-90% of what any consultant or agency can produce.
Finally: Complaints make great copywriting that gets your ideal customers attention. If your customer have common complaints that your product/service solves, use that complaint in your offer or copy. Ex. “I hate typos in my emails when I forget to check before I send them to clients”.
Headline: Copy Pro prevents embarrassing typos in emails to important clients.
BUILD YOUR OWN USP WITH POWER GUARANTEE
- What makes an ideal customer? These are the things that “you already know” that guarantees they will have success. So your ideal customer criteria are the factors that make them IDEAL.
- What is a burning problem your customer has your product solves.
- What is the outcome your product will deliver?
- What will you do if you product does not deliver result promised?
This strategy quickly identifies quality leads, low quality leads automatically do not respond, any leads that try are “pre-sold” and conversion rate or conversion to “paid” is dramatically higher. Your team spends less time qualifying and more time signing up ideal prospects virtually guaranteed to be profitable.