Obama, Giant Lollipops and Unique Selling Propositions

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If you've been involved in sales and/or marketing for any length of time, you've probably heard the term "Unique Selling Proposition." But just in case you haven't, let me explain what a USP is.

A Unique Selling Proposition is what makes a business unique and/or different from all other businesses in its category. For example, the USP for a high-end restaurant, might include the exclusive clientele it serves, a specialized menu, white glove service, as well as other exclusive amenities.

Two Classic Unique Selling Propositions

To further illustrate what I'm talking about, following are two examples of the most famous and successful USP's in the history of advertising:

"You get fresh, hot pizza delivered to your door in 30 minutes or less - or it's free."

That USP allowed Domino's Pizza to take over and dominate the pizza delivery market. And it clearly differentiates Domino's from its many competitors.

Here's another classic:

"When your package absolutely, positively has to get there overnight"

When they developed that USP, almost overnight, Federal Express (FedEx) became the dominant force in the overnight delivery industry. How dominant? It's safe to say, the term "fedex" has permanent residence in the American business lexicon.

So, why is having a USP so important? Because with tens of millions of websites on the Internet all vying for attention, and thousands more signing on by the minute, if your business is the same as everyone else's in your field, you might as well be invisible. And if you don't differentiate your business from the rest of the pack, I can almost guarantee, you will be invisible.

Giant Lollipops

Allow me to tell you a true story. When I was a child, I remember my mother taking me to the new doctor in town, Dr. Vosburgh to get some type of childhood vaccine. I was petrified. Like most kids, I hated needles. And each time the doctor tried to vaccinate me I'd pull away. After failed multiple attempts to vaccinate me, the frustrated doctor said, "If you sit still while I vaccinate you, I'll give you a lollipop, afterwards."

"I've got lollipops at home," I defiantly replied. "Not like mine," the doctor responded teasingly. He then reached into his desk drawer, and pulled out the biggest lollipop I'd ever seen in my life. I'm not kidding. That lollipop was so big and round, it could have easily covered up my entire face. It was a giant white lollipop, flat like a pancake, and it had a rainbow of different colors swirling all through the middle. Needless to say, I let the good doctor stick that needle in my arm.

Anyway, that new doctor quickly became the most popular doctor in town. All the kids liked him. And for some strange reason, I didn't mind getting vaccinated anymore after that.

I was too young to realize it at the time, but that doctor had a Unique Selling Proposition - giant rainbow lollipops. And it worked like a charm!

Barack Obama's USP

Here's a more recent example of the importance of a USP. Before he was elected the 44th president of the United States, then candidate Barack Obama wisely positioned himself as the candidate of "change." He captivated the nation with three little words, "Yes, We Can!" Whenever he appeared on the campaign trail, huge crowds repeatedly chanted "Yes, We Can!" Hip-Hop producer and founding member of the popular singing group Black Eyed Peas, Will.i.am even created a viral video around the phrase. Needless to say, it was absolute smash hit online!

That catch phrase not only caught on like wildfire in America, people around the world soon began chanting "Yes We Can!" That catch phrase, along with his message of hope and change was Obama's USP. That's what made him different. Obviously, he had other important qualities as well. I mean, you don't get elected president of the United States simply because of a catch phrase.

That being said, you could reasonably argue that without that simple catch phrase, Obama might not have gotten the attention of millions of Americans. And as a consequence might never have been elected president. And here's an interesting bit of irony: Reportedly, Obama hated the "Yes, We Can" phrase when it was first presented to him by his campaign manager, David Axelrod. Obama thought the phrase was corny.

However, instinctively savvy Michelle Obama told her husband the phrase would work. Obama eventually gave in, and the rest as they say is history. Such is the importance of having a Unique Selling Proposition - and a politically instinctive wife!

Unique Selling Proposition Defined

This is what brilliant advertising executive, Rosser Reeves wrote in his book, Reality in Advertising:

"Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product and you will get this specific benefit."

The proposition must be one that the competition either cannot, or does not, offer. It must be unique - either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising." Continue reading this article.

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