The quaint story isn??™t going to sell any
beer by itself, but it helps build brand value, which in turn helps the beer perform
better in the market. Figure 7-8 shows an example of this type of page.
A technology company might have a page dedicated to their patents and major
technology breakthroughs. This doesn??™t have to try and sell anything, but it gives
readers perspective on the company??™s innovative attitude and its achievements.
A website for a professional speaker might contain a long bio on why the person is
unique, and what life experiences qualify that person as someone worth paying to
address a large audience.
The unique selling story is primarily a brand-building initiative. Its value is difficult to quantify
because it does not directly lead to sales, but rather reinforces the marketing messages
that support sales. It is designed to build interest in the company (or individual) and their
products and services; it should be offered as contextual, reinforcing content when the
reader is on the actual product or service page.
The unique selling story should not be confused with a unique selling proposition, which
essentially describes to prospects what makes a company??™s product or service stronger
than the competition, and is most prevalent in traditional advertising.
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