Ultra-specificity (specificity or ultra-specificity)

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People are used to measuring everything with numbers. When deciding to purchase a product, the consumer wants to compare specific indicators.

Here it is worth turning to psychology. It is no secret that many buyers make decisions on an emotional level. According to statistics, about 90% of supermarket visitors make impulse purchases. At the same time, few are ready to admit that the decision to buy a specific product was caused primarily by emotions. At the same time, the brain works in such a way that each buyer strives to rationalize their actions performed under emotional influence, and for this they furniture manufacturers in usa email list need numbers.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Take electronics stores, for example. Each product has a full list of technical specifications, but buyers never read these descriptions. They study such parameters on the Internet or ask consultants for help. So why do they include a full list of specifications on the price tags? You will find out the answer if you read the previous paragraph again.

The numbers in the 4U heading should be used to express the benefit of your offer in specific terms. Remember the old Beeline ad "How much to weigh in grams?":



Thus, we have found out that the specificity of the proposal must be expressed in specific digital data:

How much money (a specific value in a specific currency) can a buyer of your training course become rich?

How will your client's turnover increase (in percentage or in monetary terms) if they sign a consulting services contract with you?

How many degrees warmer will the home of the buyer of your heater be?

In other words, the benefit demonstrated to the client must be expressed in specific indicators - percentages, money, degrees, etc.

Perhaps your company operates in a segment where it is impossible to express the benefits in numbers. In such a situation, numerical parameters should be replaced with emotional factors that will maximally emphasize the usefulness of your offer. Let's look at several examples:

Housing in a new building at the price of a Khrushchev-era apartment.

Office layout down to the last switch.

The value of specificity in a headline is that it can greatly enhance the usefulness of an offer to the consumer.

Uniqueness
Now we move on to the fourth and perhaps most interesting component of the 4U headline. The previous elements can be compared to reagents that, when combined, form a new quality of the product with useful characteristics. The fourth component is uniqueness. It can be compared to a catalyst that accelerates the reaction in the consumer's head that is necessary for making a decision. A customer who reads such a headline experiences a kind of click inside, after which the decision is made without hesitation.

uniqueness

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What we are talking about here is the uniqueness of the offer you have put together. This is the factor that sets you apart from all other competitors.

It is important to note that while the first 3 elements of the 4U headline (Usefulness, Specificity, Urgency) serve to describe your offer and demonstrate its usefulness, Uniqueness is the element that should show how you are going to achieve this.

Uniqueness is a component of a sales headline that is responsible for building trust in the consumer. In this element, you need to provide confirmation that you can really guarantee what you promise in the offer. You can ensure that this condition is met in different ways. For example, you use innovative technology in the production process or your team includes top-class specialists. You need to indicate in the headline what factors make your offer unique.