June 5th, 2009 by Bob Bly
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 — after all, everyone wants the best, right?
But as a USP or ad copy, it’s terribly weak and ineffective.
First, EVERYBODY says they are the best — there’s no differentiation.
Second, the very fact that it’s the ADVERTISER saying he is the best creates immediate skepticism — the viewer does not believe it.
Can I give you an example of a stronger USP?
They wanted to say their white bread was the best — and their USP was: “Wonder Bread helps build strong bodies 12 ways.”
Memorable, different, unique, and with a benefit (“builds strong bodies”).
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.
Or — do you have a better idea for gaining customers and building market share without a good USP?
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