A local furniture retailer here features his rather sleazy looking self and his cute little kid in a TV commercial where together they proclaim, smiling, “We have the BEST furniture!”<\/p>\n
And that’s the whole of their sales pitch and unique selling proposition (USP) — that they have the best furniture.<\/p>\n
Well, best may sound good — after all, everyone wants the best, right?<\/p>\n
But as a USP or ad copy, it’s terribly weak and ineffective.<\/p>\n
Why? <\/p>\n
Two reasons.<\/p>\n
First, EVERYBODY says they are the best — there’s no differentiation.<\/p>\n
Second, the very fact that it’s the ADVERTISER saying he is the best creates immediate skepticism — the viewer does not believe it.<\/p>\n
Can I give you an example of a stronger USP?<\/p>\n
Sure.<\/p>\n
Wonder Bread.<\/p>\n
They wanted to say their white bread was the best — and their USP was: “Wonder Bread helps build strong bodies 12 ways.”<\/p>\n
Memorable, different, unique, and with a benefit (“builds strong bodies”).<\/p>\n
If someone asks you why they should buy from YOU instead of your competitors, and your answer is “because we are better” — you’d better come up with a stronger USP.<\/p>\n
Or — do you have a better idea for gaining customers and building market share without a good USP?<\/p>\n","protected":false},"excerpt":{"rendered":"
A local furniture retailer here features his rather sleazy looking self and his cute little kid in a TV commercial where together they proclaim, smiling, “We have the BEST furniture!” And that’s the whole of their sales pitch and unique selling proposition (USP) — that they have the best furniture. Well, best may sound good […]<\/p>\n","protected":false},"author":1848,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-440","post","type-post","status-publish","format-standard","hentry","category-advertising"],"_links":{"self":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/440","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/users\/1848"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/comments?post=440"}],"version-history":[{"count":0,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/440\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/media?parent=440"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/categories?post=440"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/tags?post=440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}