First, the definitions:

• A Unique Selling Proposition, or USP, is a marketing concept where a company offers something unique to potential customers, encouraging them to switch brands.

• A call to action in advertising and marketing refers to a copy designed to encourage a potential customer to take action, such as purchasing a product or requesting a quote. The goal is to compel the customer to take that next step towards making a sale.

A good USP offers something competitors cannot, whether it is a product or service. Popular examples of USP’s include Olay’s “You get younger-looking skin” or Red Bull’s “You get stimulation of body and mind.” Neither Olay, a cosmetic company, nor Red Bull, an energy drink, were the first companies to make their products, nor were they the first to offer the benefits their USP’s advertise. But these USP’s are effective in that they differentiate their products from their competitors, and make a good argument for that company being the logical choice for the consumer.

USP’s often times appear to be slogans, and very often they are used as such. But a USP must also position its company in a unique niche compared to its competitors, offering an idea, and more specifically an action, that sets your business apart.

Fortunately good USP’s appear to be built for the web – they employ direct language targeting a specific issue, crucial to web optimization. That explicit language, such as “you get younger-looking skin,” is already tailored to one of the most important aspects of web marketing in search engine optimization. If someone were to search the phrase “younger looking skin” in Google, websites selling Olay products would appear immediately in the search results. It’s a case of the USP separating a company in a particularly crowded industry.

Tips for crafting an effective USP can be found here.

Effective calls to action motivate customers to any action to further a sale. In traditional advertising, these can be statements or images that compel quick action. On the web, this motivation can be direct – a line of text encouraging the customer to call or e-mail, a hyperlink such as the popular “click here to find out more,” or even a buy-now button (i.e. eBay). Calls to action can also be more subtle – a visible expiration date on a deal compels quick action, or phrases such as “limited quantities” implies a customer should hustle or they miss out.

Websites can be loaded with calls-to-action – links, images, forms – all using different techniques to entice a visitor to do something.

Here are some tips, borrowed from the National Federation of Independent Business, to building an effective call-to-action

1. Have the call to action follow naturally and build upon what you’ve already said in the written material. This will reinforce your message and explain why a customer should follow the call to action. For example: “Now that you’ve seen the benefits of our product, call our toll-free number today for more information.” Or use a question such as: “Why continue using inferior products when you can gain all the benefits described in this brochure? Call today for more information.”

2. The message should always be specific. Avoid vague suggestions. Use concrete terms and descriptions, such as: “Save $5 on your purchase today,” as opposed to: “Save on your purchase today.”

3. Use power words to convey urgency. Power words include: “free” (most marketing pros agree this is the strongest word you can use in an ad), “limited time offer,” “only a few left,” “one-time special offer,” “free trial this week only,” “buy one get one free,” etc. Customers may not completely believe that they have to act immediately or lose their opportunity, but mentioning a time limit makes a call to action more compelling.

4. When you want a customer to take a certain action, be specific: “Get out your credit card and call now,” “Turn to our order page,” “Fill out the enclosed form and mail it with your check today” or “Click here.”

5. Companies wishing to convey a conservative marketing image (financial institutions, professional organizations, sellers of high-ticket luxury items, etc.) may want to avoid calls to action that give an impression of “hype” or high-pressure sales. Examples of conservative, prudent calls to action that do not sacrifice strength: “”Call our toll-free number to speak with one of our experienced representatives.” “Call today and we’ll show how you can safeguard your family’s future.”

6. Readers tend to be drawn to a P.S. at the end of a letter or other written offer. Many readers will read a P.S. just to make sure they’re not missing something. Use a P.S. to make a strong, conclusive call to action.

In general, you can strengthen every type of business communication you create by including a call to action — even when communicating with friends or associates. Whether communicating by e-mail, memo, voicemail or letter, your messages will be clearer and more compelling by concluding with strong and precise calls to action.

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