One of the best ways of learning a new concept is by seeing examples in action. In a previous article I wrote about classic USPs. In this article I want to review some modern USPs…
A very successful one has been Wal-Mart’s: “Save Money. Live Better.” This one is powerful because it goes beyond pointing out that you can shop cheaply at Wal-Mart. You can shop cheaply at several stores. But what specific benefit do you receive if you buy at Wal-Mart? What could be better. . . .than living better?
Compare that with Kmart’s: “Right here. Right now.” They dropped it around 2004. Nothing replaced it. I can understand why. That slogan reminds me of a classic Rock song, not the Kmart shopping experience. It didn’t convey anything specific or unique. Maybe their executives figured that not having a slogan at all is better than having an irrelevant one — they can at least save on the marketing expense of maintaining it.
ABSOLUTELY, POSITIVELY APPROACHABLE
The USP that helped turned FedEx into the company it is today was released in 1982: “When it absolutely, positively, has to be there overnight.” There’s no doubt in the consumer’s mind what FedEx is offering when they read that phrase. It helped distinguish them from UPS, who introduced their next-day air service that same year. “Next-day air” implies a benefit, but FedEx’s made theirs more accessible by using believable, colloquial language. No one expects to find corporate professionals saying things like “absolutely, positively,” because this is the language of the layperson. This implies that FedEx is run by individuals who care instead of bureaucratic committees who don’t.
The Dyson Digital Slim vacuum has an effective USP: “Twice the suction power of any other lightweight cordless vacuum in use.” Everyone knows that cordless vacuums provide a great benefit by eliminating the cord, but their suction power always leaves something to be desired. The Digital Slim attacks that weakness directly by offering a specific, but believable, claim that it’s twice as powerful as all the others on the market. If you were looking for a cordless vacuum cleaner, the Dyson Digital Slim makes a compelling argument as to why you should start with it.
FORGET CLEVER
One lesson you should always keep in mind is that Clever Doesn’t Sell. Think Amtrak: “See America at see level.” There is no indication whatsoever that Amtrak is a train service, or why you should use it over any other train. What benefit is implied? Instead of promising to chauffer you across the country through some of the most beautiful landscapes North America has to offer, it tried to be clever. It doesn’t work. (Of course, this isn’t always true — there are exceptions. But it’s much easier and more effective to focus on a specific USP that clearly conveys to the reader or viewer a specific benefit.)
The Dyson or FedEx USPs above are examples of what your own may look like. “Save Money. Live Better” is brilliant, so don’t let it intimidate you. So is “Melts in your mouth, not in your hand.”
You don’t need brilliant, you just need to be clear. It may take you some time and many iterations before you put one together, but that’s expected.