The classic example of a unique selling proposition is "When your package absolutely, positively has to get there overnight." FedEx used to this proposition become the leader in the shipping world. Dominos Pizza promised “Pizza delivered in 30 minutes or it's free.” Nyquil was "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine."
FedEx served customers who needed dependable overnight deliveries. Parents too busy to cook wanted food fast for hungry kids looked to Dominos. Nyquil targets sick people desperate for a good night’s sleep.
What are your customers problems that your product or service can solve? What need are you meeting that no one else can? Create your advertising and marketing materials to convince your customers that you are the only or at least their best solution to the problem.
In housing we specialized in in-fill neighborhoods rather than large tracks of land on the edge of sprawl. We advertised “closer to work” and “kids can stay in same little league.” Our customers wanted new and bigger homes but they did not want to change schools, drive farther to work, find new activities and friends for their kids.
Make a list of the benefits of your product or service. Which of these benefits can be advertised as the best solution for the customer’s needs or at least wants? Do not over promise. Make sure your product can deliver on the promise.
Unless you are Wal-Mart do not expect to advertise that you are the lowest price in town because there will always be someone willing to cut more corners and work cheaper than you. It is far more likely you cannot afford to be the lowest price in town… and survive for long. And next time you are at one of those big box stores that do advertise the lowest prices take a good look at the quality of the merchandise.
All Original content (c) Thomas Robinson
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