Copywriters Podcast

I remember when I was a kid, I asked my dad about the cigarettes he was smoking. Very sarcastically, he repeated words from a commercial: "For the best combination of filter and good taste, Kent satisfies best!" I smiled, but he could tell I didn't get his little joke. Then he said, "Seriously, David - it's because Kent has this Micronite filter. It filters out the harsher parts of the smoke." Dad, being a nuclear physicist, really bought into Kent's so-called "logical" Unique Selling Proposition. He told me about the Micronite filter like it was established scientific fact. But of course, it was just a USP dreamed up by some ad agency. Now… these days the old ads for cigarettes are considered evil. And though evil they may have been, they were definitely effective. Having a good USP for each brand was definitely a big part of their success. So the question arises: Can you use a USP to sell healthy products? Good products? Products that improve people's lives? And here's the answer: Not only you can, but