If your competitors offer the same as you but don’t say so in their advertising….
And you do….
Then in the mind of the consumer, it’s exclusive to you.
RADIO ADVERTISING TIP: How To Offer Exclusive Features and Benefits
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“EXACTLY! right on the money as always dan!”
“There’s just one Schlitz.” :>)
Great tip, Dan. Simple, to the point, and right on. Interestingly, I just experienced this situation at work. I received a copy request for a boutique, focused on selling prom dresses. And one of the copy points was that they keep a record of which dress style is going to which school, to try and prevent duplication (if there’s one thing I know about women, it’s that they HATE to go to a party and see someone else in the same outfit – in fact, a gal I work with said that she once had a friendship come to an end because a girlfriend of hers came to a dance in the same dress – we men might think that’s kind of silly, but it is what it is).
Anyway, I was talking to a couple ladies in the office about what a great USP that was, and they said, “Oh, all boutiques do that.” I just stood there kind of dumbfounded, going “Oh…uh…okay.” In my mind it was exclusive to this particular boutique (of course, I don’t buy many prom dresses, either).
But even though that benefit may be “common knowledge” to a lot of women, there may be just as many women who don’t know about it (my wife had never heard of a shop offering that service).
And I think that’s yet another area where salespeople could do a better job of educating their clients. A client may offer an excellent benefit, but feel that it’s “not worth mentioning” because their competitors provide the same benefit. But, as you said, if they’re the ONLY one talking about it, they have an advantage (at least a “perceived” advantage) over the competition.