Denny's Zinger: A Fascinating USP—Shirts With No Tails
As a pudgy guy, I find shirttails to be a pain. Wear them over the pants waist and I am a slob. Wear them tucked into my trousers and I have another couple inches added to my already considerable waist.
What triggered this column was a full-page ad in US Airway's in-flight magazine for "Untuckit.com" a brand of shirts with no tails.
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Plus during the course of the day shirts with tails billow out, wrinkle and must be continually re-tucked.
As a Unique Selling Proposition (USP) the no-tail pitch is a clever ploy.
Not only does it sell ease and slim-trim looks, it saves the manufacturer a bunch of money on shirt material.
He can make fine quality shirts and sell them cheaper than the competition.
Takeaways to Consider
- How do you create a USP? Make a list of all the features of your product or service and then translate them into benefits-the specific thing that each feature will do for you.
- Rank the benefits-most important to least important. The most important benefit becomes your USP.
- Maybe a worthwhile exercise. Hand off an existing product or service to a copywriter and ask for a list of features and benefits. You might discover a brand new USP-one everyone missed until now. Examples:
- "Bags Fly Free."
- "A diamond is forever."
- "Does she... or doesn't she?"
- "When it rains it pours."
- "99 and 44/100ths percent pure."
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