UNIQUE SELLING POINT(S)
SOD THAT, SHOW ME JACKETS

"A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors."

 

I'm often asked what FRAHM's USP is. I make a 'you will regret this' face.

 

I say "we make the best jackets for real life. We also talk about real life honestly, have a far better fit and..." They make a 'no, that's not how it works' face. 

 

My problem is I want to make everything better. Not just the jacket quality, but the fit, the service, the mental health stuff, the marketing, the packaging, everything. Which apparently, in Marketing World, is BAD.

 

So, as usual, just to be contrary (and because I actually believe in this stuff), here's a list of our USPs. Stuff we are better than other brands at. 

 

  1. Made for real life, not pretend marketing life
  2. Best longterm investment
  3. Highest spend approval by partner
  4. Most passionate owners
  5. Highest quality
  6. Most comfortable
  7. Greatest longevity
  8. Most detailed
  9. Most versatile
  10. Best fit
  11. Most sizes
  12. Best service
  13. Best live chat with actual FRAHM staff, not bots
  14. Most listening & reacting to it's customers
  15. Highest review scores
  16. Highest customer re-purchase rate
  17. Most committed to talking about mental health
  18. Most asked about by other blokes at pub/rugby
  19. Most beards
  20. Quietest logos
  21. Finest fabrics
  22. Best zips
  23. Best snaps
  24. Toughest buttons
  25. Toughest stitching
  26. Least scrimping
  27. Best internal lining & pockets
  28. Best pockets
  29. Most pockets
  30. Best placed hand pockets (addicted to hand pockets)
  31. Biggest pockets
  32. Free cuff adjustment
  33. Comfiest cuffs
  34. Most detailed linings
  35. Most detailed hoods
  36. Best peripheral vision
  37. Easiest to look after
  38. Least ironing
  39. Clearest, swankiest care labels
  40. Most awarded packaging
  41. Most sustainable packaging 
  42. Heck, most sustainable jacket brand
  43. Lowest fault rate
  44. Pre-order only
  45. 100% sell-through - no waste
  46. Most press without anyone doing PR
  47. Most personal replies on social media
  48. Most rambling newsletters from founder
  49. A load of other stuff I forgot

 

Is 49 too many?