When it comes to business the first thing you think about is probably NOT toothpaste. Right? But my friend and copywriting expert Karon Thackston thinks otherwise. In fact, she says that the best way to come up with your unique selling proposition (USP) is to visit your local drugstore:
My best advice when writing your USP is to visit your local drugstore (chemist’s or pharmacy if you’re in the UK), and shop for a while.
Why did you choose the toothpaste you use? Were you looking for whiter teeth? Fresher breath? Help with sensitivity? Tartar control? It’s pretty unlikely you just walked down the aisle at the store and swiped one off the shelf without thinking. There is almost always a reason for using a particular toothpaste because each one carefully broadcasts why you should buy theirs right on the side of the box.
This is an exceptional way to gather real-life unique selling proposition examples.
Want to know more about USP and how to develop yours? Be sure to read Karon's full post here: How to Develop Your Unique Selling Proposition Using Toothpaste