What if you’ve got something going for you so remarkable that it literally guarantees your success?
What if you are just failing to see it?
We’ve seen that every business needs a remarkable benefit (or USP) in order to differentiate itself from the competition. Identify that unique element, and you’ll know exactly what the theme of your blog should be, because that will be the big story of your business.
The fact is, often that extraordinary element will be something you take for granted.
The Pure, Refreshing Taste of Schlitz Beer
Back in the 1920s, Schlitz Beer was the number five brand in the American beer market. The company hired now legendary copywriter Claude Hopkins to do something about that unenviable position.
The first thing Claude did was tour the facility where the beer was brewed.
He was shown how the beer was cooled in a fashion that eliminated impurities. He saw the expensive white-wood pulp filters. His hosts told him that every pump and pipe was cleaned twice for purity, and each bottle sterilized four times before being trusted to hold Schlitz beer. He saw the 4,000 foot well that supplied the water, despite the fact that nearby Lake Michigan would have provided an otherwise acceptable source.
When Hopkins asked why Schlitz didn’t tell their customers about all of this rigorous attention to purity and quality, the response was “Every beer company does this.”
“But others have never told this story,” Hopkins replied.
Within months, Schlitz went from 5th place to a tie for first in the market.
Who Wants Fruit Cake?
Let’s face it… the only people who are fond of fruit cake are a bit on the older side. So when copywriter Gary Hennerberg was hired in 2002 by the Collin Street Bakery of Corsicana, Texas (just south of Dallas) to help boost sales of the seasonal treat, he discovered that taste tests proved that people enjoyed the product, but despised the name.
So Gary did some digging, and discovered that Collin Street had some bragging rights in the ingredient department. The bakery used Texas native pecans in their cakes — pecans that grew next to a river or stream on small farms — instead of commercially-grown pecans.
Gary knew he had a story, and he wanted to see if it would help Collin Street Bakery increase their sales. He keyed in on how rare the pecans are to tell a compelling tale.
“From majestic pecan trees native only to a handful of Texas rivers and streams, soaring up to 150 feet in height and canopy, planted by mother nature as long ago as the Civil War.”
Sales increased by an unbelievable 60%, and tired old fruit cake became Native Texas Pecan Cakes — at least when delivered by the Collin Street Bakery.
What’s Your Story?
These are but two examples of the dramatic difference the right story can mean to a business. And if you’re business blogging, it’s absolutely critical that your blog be organized around that unique story.
As blogging becomes a mainstream way of marketing (and it will), the early-adopter advantage is gone. I’d argue that we’re already past that point.
But there will always be room at the top for that remarkable story. Often, all you need to do is examine what you’ve already got going for you with a fresh perspective.
So… what’s your hidden remarkable benefit?
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How do we know when we’ve hit on our remarkable benefit?
The great thing about blogging is it’s a low-cost environment for finding out. When you resonate with your audience, you’ll know.
Hi Brian. Did you get these stories from a Jay Abraham book? They sound familiar.
Anyway, great post.
Michael, I’m sure Abraham told the Schlitz story — it’s required knowledge among anyone seriously into copywriting (which not all of my readers are at this point).
The second story has only been told by Gary himself (in detail), with a mention on Bob Bly’s blog.
Enjoyed the info.
The Pecan story has given me some ideas for writing a few sales letters/new advertising copy for some local companies.
I’m all about local businesses.
I don’t agree with the early adopter status being gone. I actually think we’re not even close to it.
The good thing about this is it doesn’t really matter. I’ll still buy you a cold sweet tea if we ever see each other !
Mike, all I mean by “early adopter” being over is it might not be remarkable in and of itself that you have a blog. That type of easy recognition came from the relatively small pool of early business bloggers that are now fighting to stay on top of a generic hilltop.
Brian you have opened some doors in my mind that I did not realize were there. I have been looking for a great resource like yours to help create conversational copy and direct my client’s on the type of copy that will help their companies.
Thanks keep it up…!!! If you’re ever in Miami you’d make a great speaker for my networking group.
Brian, I’ve seen dozens of explanations of USP and none of them hit home with as much clarity and grace as your “remarkable story” approach. Thanks for writing something that made me really stop and think.
Change the tired old perspective by revealing and promoting a new one. Excellent approach. It’s what differentiates okay copywriters from excellent copywriters.
This explains the cliche’ facts tell but stories sell. I just read the excerpt of All Marketers Are Liars by Seth Godin and it talks exactly the same. How people base buying decisions with a story that matches their worldview or mindset.
It’s quite profound but the more I read examples like these, I realize that I buy a particular product if the way I perceive it (through its story) fits my biases.
Nice post. If some cat can make a profit because of rare pecans means there is hope for us all…
Hmmm, I know I’ve heard the pecan story somewhere else too. Might have been on Seth’s blog? Not sure.
Lucky Strike did the same thing with their “it’s toasted” line. All tobacco was toasted but no one else mentioned it.
I suppose the obvious thing to do for people who unsure of their USP is to start a half dozen blogs with different stories and see which one hits… it’s certainly an affordable way to check your story.
Hey John. It was actually me who mentioned the pecan story before, in the last installment of the Copywriting 101 series here.
Read my blog. It’s made of words!!
USP’s are discovered by knowing truly what one can offer that will benefit many.
Understanding first how much one can be “of help to others” will make it easy for success to follow.
This is a great post. I can’t remember how I found you (through Successful Blogger maybe?), but you are now on my Google homepage and I love your topics andyour style. I referenced this entry in my blog entry on stories. I’m doing a little series on Dan Pink’s book A Whole New Mind and story is one if the “senses” he highlights as critical. Thanks for taking the time to write this blog - it’s really helpful and interesting!
Finding your own hidden story can be tough. In both examples, it took not only a copy writing expert, but also someone from outside to uncover the story.
If you can’t afford to bring in an outside copywriter, try ideas out on friends, on people from other industries, and of course on your blog readers.