Vive La Difference!

A technical term often used in marketing discussions is the USP: Unique Selling Proposition ( or, sometimes, Unique Selling Point).

It refers to something offered by the company that the competition can't/ won't/ doesn't match. It is a great way to get the buyer's attention.

Having a USP creates a superb marketing benefit, but only if it is actively promoted. Which brings us to today's topic:  Comparative Advertising.

I LOVE comparative advertising! I think it exemplifies what great marketing is all about.

The first time I remember seeing this approach was in a television ad for Wilkinson Sword Blades. This was back in the day when the US shaving market was dominated by Schick and Gillette. Wilkinson, the big British company, was trying to break into the market with its new, plastic coated blade. The commercial was simple: a small table, with 4 packages of blades from the major US companies. A hand appears, brushes the competitor's products to the floor, and places a pack of Wilkinson blades in the middle of the table. The announcer states that Wilkinson Sword makes the best blades anywhere, and the commercial ends.

The advertising community was shocked. Mentioning your competitors, particularly in a negative manner, just wasn't done. Complaints were made to the FTC (Federal Trade Commission), but they held that comparative advertising could benefit consumers and encouraged it, provided that the comparisons were “clearly identified, truthful, and non-deceptive.”

What constitutes “truthful and non-deceptive” has been debated in many court cases since, but that hasn't stopped the practice. Some great examples through the years include the famous “Pepsi Challenge” and, more recently, the very clever “Mac vs PC” ads. (Here is the Youtube link to those ads.)

The automotive companies make extensive use of this technique today, particularly in their truck advertising. The Ford ads with Dennis Leary, and the Chevy ads with Howie Long, both state their advantages over the competition. They tout their mileage, power, and towing statistics, and they name names. It is powerful, and persuasive.

So, why don't more companies use this tactic?

We can assume it's because:

• They wish to appear to be “polite”
• They don't want to mention the competition's name
• They haven't figured out a USP
• They don't want to encourage a counter-attack

In my admittedly-radical point of view, if you don't have a USP, you really shouldn't be wasting money on advertising. I am a big believer in addressing the customer in manner they consider relevant, and in answering the Big Question. As detailed in an earlier post, before someone makes a purchase from your company, they endeavor to find an answer to the Big Question: “Why should I buy from you, rather than 6 other companies that do the same thing”.

Comparative advertising certainly attempts to answer that question. Are your ads as effective?

Practical Tip of the Day:

• What sets your company apart from the competition?
• What do your customers like about your company, as compared to the competition?
• Do you promote those qualities in your advertising?