PSP- Principal Selling Position

The 10 Basic Rules of Copywriting.

#6 PSP- Principal Selling Position!

PSP is the most attractive benefit of your product or service 

viewed from the buyer’s perspective.

The Principal Selling Position becomes

the focus of your copy around which you  will

present all the other less important benefits.

Once you listed all the benefits and features of your product

your marketing team will decide on the PSP.

The potential effect on your prospect will determine

which benefit you need to use to present your product,

most powerfully to its target audience and the PSP has been selected.

For instance if your product is design to provide trouble free benefit and 

that benefit is what makes you stand out from your competition 

the focus of your copy should be targeted towards the selling advantage.

The headline and the body of your copy should highlight

how your product is design to make it easy to use and it is trouble- free.

Some of the world famous PSP are:

Disney – Family Values

Crest toothpaste – With Fluoride to decrease cavities  

Volvo – Safety 

Find out what is your Principal Selling Position, I would love to hear it πŸ™‚

Now go crash it!

Till next time,

Take care & stay Cool!


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  • Dr. Linette Montae

    Reply Reply August 19, 2013

    Hi Emi, Great post.

    Getting to the PSP is not as easy as it sounds on paper.
    Most people have a tagline or phrase and believe that to be their PSP but most phrases include 2 or 3 benefits which make it difficult to identify THE PSP.

    My example: (I help Speakers & Coaches) make More Money with Less Stress so they have More Time to enjoy their Success.

    The benefits are More Money, Less Stress and More Time.

    My PSP is FREEDOM (to enjoy their success).

    Your thoughts?
    Dr. Linette Montae recently posted…How are you using “water” to market your business?My Profile

    • Emi

      Reply Reply August 23, 2013

      Hi Dr.Linette, I agree its not as easy,
      but is well worthed to spend the time
      to test it and figure it out.
      I find that when you keep it simple
      to the point there won’t be any confusion.
      Thank you for visiting πŸ™‚

  • Rachael

    Reply Reply August 19, 2013

    Love this post. I’ve not heard of PSP before (USP – yes). I’ve been trying hard to come up with a decent PSP for a while. I had one when I started my blog but it just sounded so cheesy and well, not me…if that makes sense?
    Rachael recently posted…Foodie Friday: The Great Salads of Pinterest…My Profile

    • Emi

      Reply Reply August 23, 2013

      Hi Rachael, it makes perfect sense
      it’s way better to be yourself πŸ™‚
      Thank you for visiting!

  • Merle Gibbins

    Reply Reply August 19, 2013

    Excellent advice Emi, thanks for sharing.
    Merle Gibbins recently posted…Pure Leverage W The F… [Naughty!!]My Profile

    • Emi

      Reply Reply August 23, 2013

      Thank you Merle πŸ™‚

  • Lorraine McNulty

    Reply Reply August 19, 2013

    I’ve also not heard of PSP before but it makes perfect sense. Narrowing it down to just one benefit to focus on is difficult.

    • Emi

      Reply Reply August 23, 2013

      Hi Lorraine, yes I find it way easier too πŸ™‚
      Thank you for visiting!

  • Rachel Lavern

    Reply Reply August 19, 2013

    Hi Emi,

    Unfortunately, I have seen that most people struggle in this area and will not be able to ‘go crash it”.
    Rachel Lavern recently posted…Pain and Pleasure: Two Sides of the Same CoinMy Profile

    • Emi

      Reply Reply August 24, 2013

      Hi Rachel,I agree there are a lot of people struggling
      every person is different and unique
      and everything happens in your own time
      You know one of my mentors like to say:
      “You don’t have to get it right You just have to get it going!”
      Thank you for visiting!

  • Princess Shimari

    Reply Reply August 23, 2013

    My PSP is that “Your Health is your first wealth”
    Without good health you have nothing
    . “If you treat your body right, it will return the favor”
    Different ways to say the same thing. That is the platform from which I try to offer value to others.
    Princess Shimari recently posted…A Network Marketing Opportunity for Everyone.My Profile

    • Emi

      Reply Reply August 23, 2013

      Hi Shimari, I agree Health is your first wealth.
      Thank you for visiting!

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      Reply Reply September 21, 2013

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      Hope that helps πŸ™‚
      Thank you for stopping by!

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