As I look at classic offers which have defined a business, a great way to start is with the offer / USP which built up Domino’s Pizza since it is so often quoted as a fine example.
“Fresh hot pizza delivered to your door in 30 minutes or less… or it’s free.”
There are so many reasons why this is such a great positioning statement.
Looking At The Domino’s Classic USP Using The 7 Big Questions
Let’s look through the lens of the 7 big questions of differentiation.
There’s “the what” – fresh hot pizza
There’s “the how” – delivered – you don’t have to make any effort
There’s “the where” – to your door
There’s the when – in 30 minutes or less
And finally we return to “the what” – the risk reversal of “or it’s free”.
The Domino’s Classic USP Template
You can see a template for crafting these positioning statements here in the Dominos example.
[what] [how] [where] [when] [what risk reversal]
It’s also very notable for what it doesn’t say.
What The Domino’s Classic USP Doesn’t Say
The pizza may be fresh and hot – but that doesn’t sound too demanding since there’s nothing about it being delicious of made from the highest quality ingredients.
The USP doesn’t include an indication of who, either in terms of who the customer is or who the supplier/staff are a bit different from the Spearmint Rhino offer since there are many people you just wouldn’t want a lap-dance from.]
Is it marketing hype or does it need to be designed into the culture of the organisation. I think it’s the second because everything needs to be done quickly to meet the big double whammy which made the offer so successful – it’s quick and it’s guaranteed.
The Irresistible Offer Also Looks At The Domino’s USP
If you want to go deeper into the logic of crafting statements like the Dominos USP then I recommend that you read an excellent book called The Irresistible Offer by Mark Joyner.