Image of old vintage FedEx logo and tagline. The old USP was fantastic and told you EXACTLY what you can expect as a FedEx customer.
This entry is part 6 of 11 in the series Unique Selling Proposition

Some brands have experienced impressive growth during periods where they used a really effective Unique Selling Proposition (USP), then lost market share later when they stopped.

This has occurred often enough that there seems to be a clear pattern.

Having said that, the people who changed the USP later thought for whatever reasons, they were doing the right things.

Examples of Great and Terrible USPs

Great Ones

Some of these are no longer used, and I’m not sure why. They’re great.

M&Ms Melts in your mouth, not in your hand.
Facebook Easily connect with friends.
Domino’s Pizza Fresh, hot pizza to your door in 30 minutes or less, or it’s free.
Avis We’re number two. We try harder.
FedEx When it absolutely, positively has to be there overnight.
Saddleback Leather They’ll fight over it when you’re dead.
DeBeers A diamond is forever.
Evernote Remember everything.

Terrible Ones

These are real, I kid you not.

Invoice Dude Invoice Dude is an online billing software speciality designed for small and medium businesses.
NovaMind Visualize your information to get things done.

Now let’s compare them each to a competitor who has ones that are MUCH better.

BillFaster Professional invoices in 7 seconds
The Brain Your digital brain: organize and find everything.


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Kevin Carney
Kevin Carney

Like many people, Kevin "fell into" SEO by accident, back in 2009. Over time, he developed a keen interest in the concept of a "digital marketing divide" where brands with big budgets have significant advantages over small businesses. This led to the development of a SaaS platform to help "newbies" grow their topical authority, for both writers and websites.

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