Christmas shopping at LL Bean... and USP's.
For those who don't know the store, it's a provider of all things "outdoor-sy" like clothes, camping equipment, hunting, biking, etc...
But the most amazing thing about Beans is the USP they literally grew their business on.
I honestly feel it's the one thing that made them SO unique... it made more people flock to them than any other retail store in Maine.
When you buy ANYTHING at LL Bean... you can return it at anytime for your money back or exchange it for another of that same item... and it can be 20 years from the date of purchase, the item can be destroyed, and you don't even need your receipt. They will take care of you.
I brought my son's book bag back a few months ago... it had a small tear in it and they gave us a brand new one, free of charge.
When I was young, I'd buy sandals there and wear them for years, and bring them back for a new pair when they were worn out.
Again, they will exchange any of their products or give you your money back if you're not satisfied... now or 50 years from now.
It can be worn to shreds and they'll give you a new item, no charge.
THIS kind of USP and being different/unique is what sets truly great companies apart from the rest.
And it's something I've been working on more and more lately, as I get more experienced: finding the one HUGE uniqueness factor in my business and clients' businesses.
Let's face it, competition is stiff in almost all markets these days, so you REALLY have to be different and unique, in a GREAT way, if you're going to stand out from the pack.
When writing copy these days, I'll spend a day or two just on finding that one HUGE uniqueness factor, whereas in the past, I'd not give it as much time or thought.
LL Bean grew a multi-billion dollar company off their USP of "100% satisfaction guaranteed, anytime".
Yet a lot of online marketers I chat with, they don't even give their USP much thought.
- Jack Trout
- Jack Trout