The Seemingly Impossible Sales Challenge
- “Learn to touch-type.”
- “Touch-type like a pro.”
- “Learn to type with free typing games and tests.”
- “Learn how to type correctly in just a few hours using all your fingers.”
There's nothing unique or sexy about these selling propositions—no benefits. Why should I spend time learning to touch-type when I'm operating a keyboard just fine?
Here are the eight key copy drivers, the emotional hot buttons that make people act:
fear – greed – guilt – anger – exclusivity – salvation – flattery – patriotism
“If your copy isn’t dripping with one or more of these,” wrote Seattle marketing guru Bob Hacker, “tear it up and start over.”
“Learn to touch-type” is not an emotional hot button. Neither is, “Learn how to type correctly in just a few hours using all your fingers.”
For KeyRight.com to have any chance against all this competition, it needs a unique selling proposition (USP) that differentiates KeyRight’s message from all others in the field.
USP #1 [Greed]: Spend just six hours and dramatically increase your income! With the ability to go from two-finger typing to 60 or 70 words per minute, you can double or triple your daily output. That means you're doing the work of two or three people and will command at least triple your income. More like 10 times your income once management discovers how much you're accomplishing.
USP #2 [Fear]: Your job may be in jeopardy. If your boss discovers the person in the next office can type 60 to 70 words a minute and is doing the work of two or three people, why should you be kept on?
One USP is good. Having two or more is great!
USP #3 [Speed]: Learn faster. In this case, Whitcroft must promise that using the KeyRight system—its color-coded keyboard and easy software—will enable you to learn touch-typing faster than any other course available at any price. Spend just six hours, and you'll leave all your colleagues in the dust.