Help me with my USP and earn $50...

I appreciate the detailed reply, CopyAssassin. : )

My point was, however, that although “Free” isn't unique or memorable, it's still something that people want.

For instance on the Dominos.com page you posted it actually says (on the right hand sidebar) “Free Delivery From Domino's And Free Shipping From Top Online Retailers.”
So while the benefit of speed for Jay's business isn't a unique one, it's still something that (I believe) people want.

That said I think asking his clients (etc.) for their opinion is a brilliant idea. : )

I think that's more of your personal bias than anything else. I don't think "FREE" in general is losing its appeal. People always want something for nothing. The key is making it believable that they are getting something for nothing. And a lot of it is in positioning effectively.

My first submission was for the "Emergency Specialists" angle. I think this is a good unique angle because it covers many of the things you're trying to get across to potential customers.

When it's 100 degrees outside and your a/c is broken, your house is sweltering, your sweating, your kids are complaining, your pets are panting and your plants are dying it's an emergency!

When it's well below freezing and your heater is broken, your baby is cold, you're freezing, you can't sleep and your food won't stay warm it's an emergency!

You don't have time to sit around waiting for some fly by night "technician" to come by, take a look at your unit and then charge you all sorts of hidden fees. What you need is an Emergency Specialist.

Every one of the All Hours Air specialists are highly trained professional heating and a/c experts. They understand the need for immediate action and will be there, when they promise to be, or the service call is 100% free. They take pride in what they do. They're so proud of their work, in fact, that it comes with a full year warranty.

When you hire a heating and a/c repair service you're putting the well being of your home and family in their hands. This isn't a time to trust just any repair service. You need All Hours Air, the emergency specialists.



The basic idea is that broken heating and a/c units are an emergency. They generally break during the peak of winter or summer. This is a time when other repair services will be too busy or will jack up their prices. People are desperate when this happens and they're likely to be taken advantage of by seedy repairmen.

It isn't about fixing a broken a/c or heating unit. It's about placing the well being of your home and family into the hands of highly trained, honest and professional emergency repair experts.

It's about knowing that when you call All Hours Air your home, office or business will made livable by specialists who will show up on time, be upfront about the costs and then guarantee their work for a full year.

This is why I stand by my "Emergency Specialists" angle.