Honesty Boxes.
Advertising & marketing
Why USPOV®s.
beat USPs.
The trouble with Unique Selling Points is that memorable, tangible ones, concerning things that customers might actually want, aren’t easy to come up with.
And inevitably, even if you do manage to devise something that ticks all those boxes, it will be copied very quickly.
And then how do you differentiate your product from everyone else’s?
You’re back to square one.
Unique Selling Points
are all about the product - and are very rare.
Unique Selling Points Of View®
are all about the people who use them.
And aren’t so rare at all.
USPOV® is a registered trademark of Change the Record.
Thankfully, with USPOV®s you don’t need your products to be uniquely different.
Just uniquely appealing.
And the best way to do this is to take advantage of people’s existing feelings and opinions about the type of product or service you sell.
In other words, their current points of view.
Because these influence buying decisions more than any other single factor.
In fact, rational considerations typically get overridden; simply because our emotions make our minds up before the analytical parts of our brains have the chance to fully engage.
Our gut reactions essentially veto the spreadsheet.
Which means that even if you have a USP, it can still get beaten by a USPOV®.
This is why marketing doctrine rightly asserts: don’t sell the product - sell the experience.
So, unlike USPs, USPOVs are less about the products themselves, and more about the lives and attitudes of the people who might buy them.
Which is a creatively rich environment.
And where most of the overtaking lanes are waiting to be discovered.
But finding consumer insights that could be turned into competition-beating USPOV®s isn’t easy.
All the low-hanging fruit will have been picked long ago.
So, you have to look harder, for longer.
And it’s absolutely essential that you use people with the skills to immediately recognise when even the tiniest titbit of information could potentially lead to original and impactful creative work.
Which is why we do something that other agencies don’t.
We involve our creatives in the hunt for USPOVs right from the start.
6 out of 10 marketers admit to using the creative process to clarify their strategy."
DBA UK Report: What Clients Think, 2024.
So they might like to know that’s exactly how our USPOVs work: evaluating the creative potential of various routes before choosing which way to go.
“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty.
Because they didn’t really do it, they just saw something.
It seemed obvious to them after a while.”
STEVE JOBS
