Comments on: Why Should I Buy Anything From You?

By: Hugh

Hugh — Wed, 20 Jun 2007 13:21:40 +0000

@Michelle-

A great USP will last long after you quit promoting it. It can make or break a business.

Some examples:

Fresh hot pizza in 30 minutes, or it’s free.
Absolutely, Positively Overnight
Builds bodies 12 ways

All of those are easily identifiable, although none of them have been used for years.

By: Markk

Markk — Wed, 20 Jun 2007 07:42:37 +0000

Another option: You offer your product in an endless variety of options. Hence we have monstrosities such as Diet Cherry-Flavoured Caffeine-Free Pepsi Max.

Done right, consumers spend so much effort evaluating your options they never get around to considering those of your competitor. Brilliant!

By: MichelleVan

MichelleVan — Wed, 20 Jun 2007 03:18:16 +0000

You know I think “Melt in your Mouth not in your hands:” was finished as a campaign many years ago. Funny how it still sticks.

By: grant czerepak

grant czerepak — Wed, 20 Jun 2007 00:11:34 +0000

When it comes down to it there are only four differentiators:

1. Availability: Can it be done?
2. Compatibility: Can it be done for me?
3. Reliability: Can I depend on it when I need it?
4. Price: Is it the cheapest out there?

If you want a big margin and low volume stick to the top of the list. If you want a small margin and high volume stick to the bottom of the list.