The unique selling proposition separates you and your product from the competition. But in too many cases, there is little or no difference between one product and another.

But the product does not have to be different. You can claim something that both you and your competitors are doing.

Saving Schlitz

This example dates back about 100 years. Claude Hopkins, a legendary copywriter, was given the Schlitz Beer account, but he couldn’t think of a hook. All the brewers advertised that their beer was pure, but the claim did nothing to sway the public.

find the hook

He went to a brewing school to learn the science of brewing, but finding no answer, he went to the brewery. Here is his description of how he came to a solution:

“I saw cylindrical glass rooms where the beer was dripping down the pipes, and I asked why. I was told that those rooms were filled with filtered air, so that the beer could be cooled in its purity. I saw large filters filled with white-wood pulp. .They explained how that filtered the beer. They showed how they cleaned each pump and pipe, twice a day, to prevent contamination. How each bottle was cleaned four times with machinery.

I went back to the office in awe. I said, ‘Why don’t you tell people these things? Why do you just try to shout louder than others because your beer is straight? Why don’t you tell me the reasons? ‘Because,’ they said, ‘the processes we use are exactly the same as everyone else’s. Nobody can make a good beer without them. ‘But,’ I answered, ‘others have never told this story. Amaze everyone who passes by your brewery. It will surprise everyone in print.'”

The results

He was right and that’s the story he told in the ads. Within a few months, Schlitz jumped from fifth place to a tie for first place.

Hopkins had created a USP, a real difference in the public eye, even though the brewery used the same process as other brewers. He said owners and managers are often too close to the problem to see it.

That is a situation that occurs in most advertising problems. The item is not unique. It does not incorporate great advantages. Perhaps countless others can make similar products. But count the pains you take to stand out. Point out factors and characteristics that others consider too common to claim. Your product will come to typify those excellences.”

Last long

Now Schlitz has remained among the leaders of American beers for more than 60 years. And an advertising campaign helped the powerful brand fall rapidly. That campaign featured an angry-looking boxer who asked “do you want to take my taste away?” The public hated what became known as the “drink Schlitz or I’ll kill you” campaign.

By one estimate, Schlitz lost 90% of its value between 1974 and 1982 when it was sold. Too bad Claude Hopkins was not present. Maybe he could have found another good USP for them.