My daughter got me one for Christmas. She bought it off a 2 minute TV commercial, still the best laboratory of salesmanship there is. When I opened it, her face lit up and she said:
“It’s the blanket that has sleeves!” There it was. In a pink cardboard box, called a “Snuggie.” The name fit the idea, and was good, but the power was in the 5 word tag that was a Micro-Script Mona Lisa:
The Blanket That Has Sleeves. You kinda of know what it’ll be like, but you still can’t resist opening the box to see. And when you do, it’s one of those “so obvious, why didn’t I think of that’s.” Probably a 50 cent piece of fleece, with two big “arms” sown on so you can wrap yourself up on the couch by the TV, but still reach for the chips without un-snuggling yourself. They’ve sold millions. And I’m sure absolutely everybody who bought one, can repeat their unique selling line: It’s “the blanket that has sleeves!” Micro-Scripted, pure and simple.
Guru’s note: For all you marketers out there–never dis the conceptual selling skill of the folks that bring you those 2 minute classics. B