Home>Article list>Product Creation - Transforming A Product Defect Into a Winning USP Product Creation - Transforming A Product Defect Into a Winning USP When Lifebuoy created their famous soap, back in the 1930s, they had just one problem: the awful medicinal smell. So they turned the problem into a Unique Selling Proposition. In that pre-deodorant era, they cleverly marketed the soap as combating body odor - or B.O., as it universally became known. In other words the awful smell became a prominent feature with a compelling benefit that created blockbuster sales. They were also able to cleverly skew the marketing to play on one of the physiological triggers that compel people to buy - fear. In this case, the fear was that they would smell bad. Now, no product is perfect - else it wouldn't ever get to market. Just think how many upgrades and service packs MicroSoft has produced for existing products. In fact, they actively seek feedback, because if you ever have a MS product crash, you get the opportunity to send a error report. So - even if your product does have such an extreme defect as Lifebuoy Soap, consider carefully how you can turn an apparent defect into a positive feature and benefit. Copyright 2008 UnfairAdvantageClub.com and Paul Hooper-Kelly All Rights Reserved. Reproduction without permission prohibited. |
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Your new sales letter
is converting at 12.5%
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Previously we've passed around
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www.HodgkinsonPublishing.com
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www.20DayPersuasion.com
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Generating almost exactly
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www.OpeningADollarStore.com
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I liked it. I think you will too
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www.AmazingFormula.com
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www.powerofwill.co.uk
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London England UK
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Success University
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Turn all the complicated jargon
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