Having written about USP (Unique Selling Proposition or Unique Selling Point), Customer Valuation Proposition, Emotional Value Proposition, Customer Value Proposition, Irresistible Offers and advertising slogans recently, I thought it would be useful to put together a list of famous USPs and great advertising slogans.
There Are Different Definitions Of USP
Depending on what definition for USP you use, these will fit into different categories and some will cross definitions and some won't.
Rather than being precious about what I think is a Unique Selling Proposition and what I think is more of an advertising slogan, I thought I would just list the famous USPs, slogans etc and let you see which forms a basis for you to model and adapt.
Famous USP & Advertising Slogan Examples
"You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." Domino's Pizza
"When your package absolutely, positively has to get there overnight" Fedex
"The King of Pop" Michael Jackson
"The Greatest Show on Earth" Barnum and Bailey Circus
"The World's Favourite Airline" British Airways
"Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi"
"It's the real thing" Coca-Cola
"Diamonds are forever ..." DeBeers
"The ultimate driving machine" BMW
"The best a man can get" Gillette
"We're Number Two. We Try Harder." Avis
"The milk chocolate melts in your mouth, not in your hand" M&Ms
"The sweet you can eat between meals without ruining your appetite" Milky Way
"You Too Can Have A Body Like Mine" Charles Atlas
"To our members, we're the fourth emergency service" Automobile Association
Reflections On These Classic USPs and Advertising Slogan Examples
You can see why the Domino's slogan which I believe is a superb Unique Selling Proposition is held up as a prime example. It is so specific - benefit (fresh), benefit (hot), product (pizza) delivered to your door (benefit) in 30 minutes or less (benefit) or it's free (guarantee).
It really is a complete statement which can be verified by the customer and doesn't resort to marketing hype - ultimate, best, greatest... and all the other words that sound great to a marketer and meaningless to a buyer
Interestingly the DeBeers' "Diamonds are forever.." was considered to be the best advertising slogan in the twentieth century by Advertising Age. It can't have hurt that there is also a James Bond film and book with the same name which adds even more glamour.
Do You Have A Favourite Example of A Unique Selling Proposition?
If I haven't listed your favourite USP example, then I'd love it if you could share it with us by leaving a comment below.
Other Articles I've Wrriten About The USP & Similar Concepts
If you liked this...
The other articles I've written include
Putting Your USP or Advertising Slogan To Work
If you want tips on how to use your USP or advertising slogans to be more successful, then get my free report "Market Secrets For Small Business"
I'm particularly interested in these short statements and phrases like the Unique Selling Proposition or Unique Selling Point (the first is common in the United States, the second more popular in the UK). That's because they quickly communicate why you are differentiated.
Is Your Business Stuck Because It Doesn't Have A USP Or Clear Point Of Difference?
You are invited to take a 30 day trial in my business growth system at www.ProfitableGrowthStrategies.org for $1 or £1. You will discover many ways you can increase your profits by selling more, more often to more customers including developing a better USP for your market niche.
Paul Simister is a business coach and a differentiation strategy expert who helps small business owners to profit from differentiation, be distinctive in the eyes of their customers and stand out in a crowded marketplace.