Copywriting UK | TENFOUR blog

“Feeling the pinch”

This morning TENFOUR was introduced to the world of Tea (www.wearetea.com), a new name in the culture of cafes and coffee… and tea.

We were introduced by a well-placed Tea sign. It was standing proud on a London street corner, luring people away from the Starbucks up ahead. Willing to be lured, as usual, we took a left on the street.

Firstly, we really liked the place. Secondly - and speaking from our position as copywriters - we appreciated the words they were using in the shop, in their materials, and now on their website. According to the website, Tea says it wants to ‘dispense with pomp and ceremony’. We likes that.

Apart from the sign though, the other thing that caught our eye surprised us. We took notice of the take-away cup. It presented the website address clearly, and the hot drink warning read: ’Please take care. Contents may be hot’. Are we wrong in thinking this is a little kinder and less legal than the average?

Tea only has one shop at the moment, but watch out for signs on corners near you soon.

There are some BRUTAL price competitions going on in our neck of the woods.

You’ve all probably heard about that High Street favourite, the pound shop. Everything for a pound, from sink cleaner and cheap deodorant to clocks with a three-week lifespan.

Well, down the road from us in Dalston, TENFOUR spied a 98 pence shop. Then we find out there’s a 99 pence shop somewhere too - though we haven’t got absolute proof.

Can any of you beat a 98p shop? Or, is Dalston forging the way in this revolutionary commerce shake-up?

Oh no, the unique selling point (USP)… that old marketing chestnut.

We’ve all been told a zillion times that, in order to sell our services or products, we need to find something unique about them. What do you do differently to other businesses? Why should someone buy your idea over someone else’s?

Now, here’s a thought. What if that unique selling point is you?

TENFOUR was talking to a painter and decorator the other week. He told us that the way he generally gets business is down to his absolute attention to detail. No paint overflowing from door frames onto walls. No missed spots on skirting boards. The finishing is always spot on.

Then, a hypnotherapist: she told us that what was unique about her is that she used to be a nurse. That means she is a little more down to earth about the whole hypnotherapy thing, allowing her to be realistic with patients. She can also sit with them in their most difficult times.

So, what about you?

Perhaps we all need to look closer to home for a bit of inspiration?