The Ingredients of an Irresistible Offer
There are four elements that go to make up a great strap-line, and we should aim to include at least three of them in a positioning statement that is sixteen words or less.
- What are you offering
- How much is it
- Why should I care
- Why should I believe you
In the case of the Domino’s pizza advert, this how they have put those elements together:
- What are you offering? – rapid guaranteed pizza delivery
- How much is it? It doesn’t differentiate on the price of pizza, but that’s because pizza prices are normally reasonably generic, and cost is not normally the differentiating factor when choosing between pizza delivery places
- Why should I care? Because you’re hungry when you order, therefore you want it to arrive as quickly as possible especially if you have people over, and you also want it to be hot when it arrives
- Why should I believe you? Because if we get it wrong, you won’t have to pay. The risk is all on us.