When unique selling points mean nothing to consumers.
I was recently discussing unique selling points with a group of clients and which would matter the most to their customers and which one we should advertise.
It is my belief that the greatest unique selling points are single-minded in their promises, such as the best fuel economy or the most legroom of any airline. However, David Ogilvy’s legendary ad for Rolls Royce had 19.
Ogilvy's classic ad
And then we saw this ad from Cavalier Bremworth:
Fire-resistant carpeting sounds like a fantastic USP. But what happens when the rest of your house/apartment/office is burning down? When the ceiling ignites and the fire’s so hot it’s melting the microwave, would anyone really care that the carpet isn’t burning? Or burning less than everything else?
Does the idea of fireproof carpeting mean anything to consumers when they’re buying carpets? No one wakes up one-day thinking “today’s the day the house burns down, I better get fireproof carpets” so why market it?
Maybe someone at Cavalier Bremworth can let me know.