> Let me ask you about the WOW factor you
> haven't
> found yet.

> You talk about the great features but what
> about
> the great benefits. WOW

> What sold you on the product. Was it the
> features
> or the benefits.

> I also struggle with USP. I can feel but can
> not
> always express in word the WOW factor as you
> have
> said.

> I am learning every day and working at
> focusing
> on benefits even though features are
> important.

> I hope others will post on this subject and
> shed
> some light that will be helpful to the rest
> of
> us that want to do better with our USPs.

The difference between a standard USP and a WOW factor is often in the way it is phrased. For example:

Standard: This product is designed to overcome the tangles that make your hair pull and snarl with a vengeance.

Wow factor: (testimonial) I can comb right through my hair with no snarls and pulling. (product) makes my hair combing ouchless!

Find the benefit then phrase it as a remarkable benefit in some way...not just a standard, blah, this does this and will do that for you. Make your copy sing to the reader.

Hope this helpful.

Sandi Bowman