Introduction: Embracing the “Thorn” for a Unique USP
We’ve covered several approaches to creating a compelling Unique Selling Proposition (USP), but today we’re looking at a unique strategy that turns perceived weaknesses into strengths. This approach is what I call the “thorn” strategy—a USP that embraces a company’s limitations and uses them to win customer trust. To see it in action, let’s go back to 1962 and examine how Avis Car Rental transformed its “runner-up” status into a game-changing USP.
The Story of Avis: “We Try Harder”
In the early 1960s, Avis was a distant second to Hertz, the top player in the car rental market. For Avis, being second was a frustration, a thorn in their side. But instead of hiding it, they turned this perceived weakness into a selling point, creating a USP that resonated deeply with customers.
Their message?
“When you’re only number two, you try harder. Or else.”
With this simple yet powerful line, Avis embraced its position and used it to connect with customers. The USP implied that because they weren’t number one, they had to go above and beyond to earn customer loyalty. The result? Avis’s honest, relatable messaging led to significant growth, reshaping the brand’s image and making it a major player in the rental car industry.
Why the “Perceived Weakness” USP Works
People appreciate transparency and honesty, and admitting a “weakness” can build trust. By showing humility and acknowledging their position, Avis created an emotional connection. Customers felt that Avis would work harder for their business, positioning the brand as relatable and authentic.
This approach can be applied across industries. Perhaps you’re a new player in a crowded market, or maybe you’re offering a service that doesn’t have the same features as your competitors. By embracing what you lack and reframing it as a strength, you can differentiate your brand and stand out in a powerful way.
Applying the “Perceived Weakness” Strategy to Your USP
If you’re facing obstacles or limitations, here’s how you can turn them into strengths in your USP:
- Acknowledge the Weakness: Be upfront about the area where you’re not a leader. For example, if you’re a newcomer in your industry, embrace it: “We’re new, so we work harder to earn your loyalty.”
- Reframe the Weakness as a Strength: Show how this limitation leads to better results for your customers. If you’re a small company, you could say, “We’re small, so we offer the personal attention you deserve.”
- Create an Emotional Connection: Use this honest approach to show potential customers that you understand their needs and are willing to go the extra mile.
Combining the “Thorn” with Other USP Strategies
The great thing about this approach is that it doesn’t have to stand alone. You can combine it with other USP elements—like focusing on when your customers will see results or how your product is made. Just remember that the USP should be concise and easy to understand, ideally fitting into a sentence or two.
Imagine you’re launching an information product business with limited brand recognition. A message like, “We’re new to the game, so we work harder to deliver top-quality content,” could be your way of gaining trust and showcasing commitment.
Conclusion: Making Weakness a Strength
The “thorn” approach shows us that even perceived weaknesses can be reframed into powerful USPs. Avis’s willingness to embrace its runner-up status transformed the company’s image and connected with customers on an authentic level. By acknowledging a limitation and turning it into a positive, you can make your brand more relatable and memorable.
In the next post, we’ll cover some common pitfalls and mistakes to avoid when crafting your USP. Stay tuned—you won’t want to miss it.
Thanks for reading and Have a Great Day!
Chuck MacLellan
chuck@workathomehappiness.com