What An Attorney Can Teach Us About Having a USP

Hav­ing a usp (unique sell­ing point) is pretty impor­tant. It’s what makes you or your busi­ness stand out and how peo­ple remem­ber you. Tv com­mer­cials take this to extreme. Every­one remem­bers the Geico gecko, or Burger King’s “Have it your way” and the king. Well, there is one local com­mer­cial around my area that I wanted to point out.

There is an attor­ney by the name of Kevin Kur­gis here in Ohio. His com­mer­cial is what makes him stand out and has made him locally famous around here. It’s his usp and what makes him stand out from the other attor­ney com­mer­cials. I wanted to post a video of his com­mer­cial to put on here but unfor­tu­nately they have all been pulled. So I’ll do my best to describe it for you. You can also see a small ver­sion of it on his site kevinkurgis.com. Let’s take a look at the usp of Kevin Kurgis:

It starts off with Kevin talk­ing to some­one or doing some­thing (there are sev­eral dif­fer­ent ver­sions) and then he quickly turns towards the cam­era and starts walk­ing towards it. At the same time the cam­era is going back through hall­ways and door­ways all the while Kevin is walk­ing towards it very intim­i­dat­ingly. He has a scowl on his face the whole time. He car­ries on about if your injured in an acci­dent he will help you get the money you deserve and what not.

It’s actu­ally a bit over­bear­ing and that’s the point. The way he walks towards the cam­era while it’s mov­ing back gives you the sen­sa­tion of back ped­dling in a way. It’s intim­i­dat­ing and that’s what he is try­ing to get across. Every­thing he does and says comes across in a very stern man­ner. And then he fin­ishes off with his catch­phrase: “Remem­ber, I don’t get paid unless you get paid!”

So what can we learn from this? Well for one it’s easy to remem­ber and it cre­ates con­ver­sa­tion. I remem­ber me and my wife talk­ing about it after wards and we have talked to sev­eral other peo­ple about it too. So it makes you remem­ber it. And his com­mer­cial is dif­fer­ent then all the other attor­ney com­mer­cials. While most of them just sit behind a desk and calmly tell you about how they can help, Kevin prac­ti­cally runs at you and gets in your face telling you how he’s going to get the money you deserve.

Which do you think stands out? If you were liv­ing around here and saw this com­mer­cial and a time came when you needed an attor­ney of this type, who would to pop in your head? All the other attorney’s that have the same bor­ing com­mer­cial or Kevin Kur­gis and his intim­i­dat­ing promise to get your money for you?

Remem­ber, he doesn’t get paid unless you get paid.

~Chris

What other exam­ples of a usp stand out to you? What online business’s have you seen that have some­thing that stands out?

Sim­i­lar Posts:

• How to Make Your Busi­ness Stand Out Like Jeff Dunham
• Famous Peo­ple Online — And What We Can Learn From Them
• Friendly Com­pe­ti­tion, It’s a Pow­er­ful Motivator

I’m glad to see you back at The OMV. I hope your enjoy­ing your time. Feel free to con­tact me for any­thing and if you haven’t already, don’t for­get to sub­scribe to The OMV Newslet­ter. Leave a com­ment too! I’d love to hear from you.