Here are examples of websites with kickass unique selling propositions (numbered for your pleasure, but in no particular order):
1. Saddleback Leather
There is no other leather bag company on the planet like Saddleback Leather. This company oozes personality. The website is full of tales of Mexican bullfighting, travel in third-world countries, simple pleasures and touching stories about the owner’s beloved Labrador named Blue.
And Saddleback’s slogan is killer: “They’ll Fight Over it When You’re Dead.”
2. Mast Brothers Chocolate
The Mast Brothers (seen above) have an unhealthy obsession with crafting chocolate. They literally make every bar themselves, from the cacao bean all the way to packaging. The dedication itself makes for a great USP, but then there’s the rest of the story.
Rick and Michael Mast have a personal style that stands out. It says “we’re from the 18th century, back when craftspeople were revered and took pride in working with their hands.” The Brothers travel by wooden sailboat to foreign lands to find the best cacao possible, and then ship the beans back by sailboat. Strange and over-the-top? Yes. An unforgettable story of dedication that no other chocolate company can match? Indeed.
(Thanks to Gianpaolo Pietri from Simply Optimal for telling me about the Mast Brothers last week.)
3. World’s Strongest Librarian
What the hell do kettlebells have to do with being a librarian? What is life with Tourette syndrome like, especially for an author?
Read the World’s Strongest Librarian by Josh Hanagarne to find out. It makes for an incredibly unique and unforgettable story.
4. Nerd Fitness
How many sites out there are about health and fitness? Probably tens or hundreds of thousands. How many sites out there about fitness cater specifically to nerds? You let me know in the comments if there are any besides Nerd Fitness by Steve Kamb.
5. TOMS Shoes
TOMS Shoes are quirky, comfy, light and inexpensive. That alone maybe isn’t enough to make a company stand out in the shoe business. The most unique and compelling part of the TOMS Shoes story is that they give a new pair of shoes to a child in need for every pair you purchase.
Who else cares that much?
6. Far Beyond the Stars
If you’re a regular reader of Think Traffic, you’ve probably heard me mention Everett andFar Beyond the Stars a few times. Far Beyond the Stars has grown into a 5,000 subscriber blog in about 9 months. Everett’s writing is inspiring, and his unique selling proposition is brilliant.
Instead of just writing about minimalism (lots of blogs do that), or just writing about location independence (plenty of blogs do that too), or writing solely about earning a living online (god knows how many blogs do that), Everett combined the three into a powerfully unique message.
By applying the principles of minimalism to business, Everett shows you how to succeed much faster and create a business you can operate from anywhere in the world working only a couple of hours a day.
7. Outspoken Media
Outspoken Media is one of my favorite Internet marketing blogs. They stand out from the world of “me too” marketing experts. What makes them stand out? They’re brash, bold, and not afraid to say what’s on their minds when everyone else is spouting the same boring social media tips.
Oh, and did I mention the company is 100% female and proud of it? That’s a unique selling proposition for the online marketing world in itself.
8. IttyBiz
Naomi Dunford started by addressing a market in need of help (marketing for businesses without marketing departments), and then added her over-the-top personality and wit. IttyBizisn’t for everyone, but people who love it really love it. I’m one of those people who love it.
9. Kiva
There are plenty of places to loan money for a profit. There are also plenty of places to donate money to help change people’s lives. What about loaning money to change lives? That’s where Kiva comes in.
In 2005, Kiva launched and brought microloans online. Since then, over $100 million has been loaned to small entrepreneurs in the world’s poorest places. How’s that for unique andcompelling?
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