Introduction: Why Timing Matters in Your USP
When crafting a Unique Selling Proposition (USP), we often focus on what makes our product unique or how it works. But there’s another powerful angle to consider: when will the customer see results? For many products, especially those aimed at solving specific problems, the time frame for achieving results can be as important as the solution itself. That’s where a time-based USP comes in.
Today, we’re exploring this approach through one of the most iconic time-based USPs: Domino’s Pizza.
Domino’s Game-Changing USP: “30 Minutes or Less”
Let’s take a trip back to when Domino’s Pizza revolutionized the pizza delivery industry. Domino’s didn’t promise unique ingredients or a secret recipe; they knew that pizza was pretty similar across most restaurants. Instead, they offered customers something no other chain did at the time—a guarantee of fast results. Their USP?
“You get fresh hot pizza delivered to your door in 30 minutes or less, or it’s free.”
This simple guarantee instantly captured attention. In a market where pizza delivery was notoriously slow, Domino’s promise gave customers an immediate, win-win situation: either they got their pizza fast, or they got it for free. It turned their USP into a powerful differentiator and a huge success.
Why Timing is So Effective in USPs
Consumers buy products to solve problems, and one of their first questions after learning about the solution is usually, How long will it take? Time-based USPs appeal to the need for immediate results. By establishing a time frame, you give your audience confidence, reducing uncertainty and making the offer more appealing. Domino’s “30 minutes or less” promise was so powerful because it put the customer in control of the outcome.
Applying the “When” Factor to Your USP
Incorporating timing into your USP can be effective in almost any industry. Let’s say you’re developing a course on productivity hacks. Consider these examples:
- “Boost your productivity in just 7 days with our actionable strategies.”
- “See results in 48 hours with our easy-to-follow meal plan.”
- “Complete your project 3x faster using our specialized tools.”
Adding a specific time frame to your promise makes the offer more tangible. It’s no longer just about solving a problem; it’s about solving it quickly. This approach can work wonders in headlines, ads, and product descriptions.
Enhancing Your USP with Time-Based Promises
When experimenting with the SIG Method of USP creation, ask yourself if there’s a realistic time frame you can attach to your solution. If you’ve already identified your subject, researched competitor USPs, and found the market gap, consider taking it a step further by incorporating a time frame for achieving results. Here are some questions to guide you:
- How long will it realistically take for my product to solve a problem?
- What time frame will make my USP more compelling without over-promising?
- Is there a quick win that my product offers that I can emphasize?
By adding a time frame, you create urgency and manage expectations, providing a more complete and appealing USP.
Give It a Try
As you work on refining your USP, think about how long it will take for your audience to get results. This could be the final touch that makes your USP truly irresistible. Domino’s leveraged timing to set itself apart in a crowded market, and you can do the same in your niche.
Thanks for reading and Have a Great Day!
Chuck MacLellan
chuck@workathomehappiness.com