Having written about USP (Unique Selling Proposition), 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.
Depending on what definition you use, these will fit into different categories and some will cross definitions and some won't.
Rather than being precious 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.
"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
You can see why the Domino's slogan is held up as a prime example because 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...
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.
The other articles I've written include
Customer Value Proposition - is it the same as the USP
Emotional Selling Proposition - is the ESP replacing the USP
Advertising Slogans Finding Your Inspiration
Great list and explanation Paul
The other approach I've heard to satisfy the search for the holy grail of such statements is to focus on finding a Unique Perceived Benefit - and Domino's statement fits this mould as it's so focused on the customer's perception.
Posted by: Mark Lee | 15 July 2009 at 04:01 PM
Thanks Mark for your comment.
The issue of USPs etc is dominating my thoughts at the moment because I am upgrading my coaching program on Pillar 3 which is all about positioning and includes this core marketing message.
Posted by: Paul Simister | 15 July 2009 at 04:55 PM