What’s Your Unique Selling Promise?
Remember the classic Miller Lite commercials that had everyone debating “Tastes Great” or “Less Filling”? Those ads were brilliant for several reasons: they were memorable, they engaged the audience, and they communicated a clear benefit—Miller Lite was a lighter beer that was also less filling. These ads are still talked about today because they established a unique selling promise (USP) that stood out. A USP is the clear benefit that makes your product or service stand out from the competition. It’s what sets you apart and convinces your customer that you’re the best choice. But here’s the key: your USP shouldn’t just say you’re better or smarter—it must provide tangible value to the customer. Simply saying “Pick me! I’m the best!” doesn’t work. Think about Domino’s Pizza and its famous USP: “You get fresh, hot pizza delivered in 30 minutes or less—or it’s free.” That was a game-changer because it gave customers a guarantee of value. Similarly, Walmart’s “Save Money. Live Better.” and M&M’s “Melts in your mouth, not in your hands” offer clear, unique benefits that resonate. What’s your USP? What do you offer that no one else does? Your customers need to see the value in choosing you over the competition. It’s not enough to say you work hard or have a great product. You need to articulate how your product or service will make their life better. In developing your USP, focus on the benefit. What can you offer that meets your customers’ needs in a way that others can’t? Once you figure that out, you’re well on your way to standing out in the crowded marketplace.
Should You Become a Purple Cow? Standing Out in a Crowded Market
In today’s fast-paced, cluttered world, the one sure way to fail is to blend in and be boring. If you want to succeed, you need to be remarkable. Seth Godin, the author of Purple Cow, puts it simply: “In a crowded marketplace, fitting in is failing.” Being remarkable doesn’t just mean standing out—it means creating something so unique that it becomes unforgettable. So, should you just wear something red? Not quite. While that might be a start, if everyone else is doing the same, it’s not going to make a difference. This is where the “Four Horsemen of Marketing” come into play: Positioning, Differentiation, Benefit (USP), and Brand. These are the pillars that can help you thrive in a crowded marketplace. Positioning is about finding the hole in the market that you can fill. It’s not just about being better than everyone else—it’s about doing something that no one else is doing. Differentiation, the second horseman, is how you visually and publicly communicate your unique position. This is where you start to become the Purple Cow. Does your website, newsletter, or fundraising letters immediately show how you’re different? Do they make you stand out, or do they blend in with everyone else’s? Benefit is the value you offer. What makes you better than the alternatives? Your Purple Cow needs to be front and center in every interaction you have with your audience. Being remarkable is not easy, but it’s essential. Whether you’re working for a nonprofit or building a brand, the challenge is clear: How will you stand out and be remembered?
A Tribute to Dino Cortopassi: A Giant in Life and Business
October 9, 2018. Five of us gathered in a conference room in Lodi, California, at the heart of the Central Valley’s agricultural hub. I had the privilege of sitting alongside two of my greatest mentors: Art Ciocca and Dino Cortopassi. We were there to strategize using the “Four Horsemen of Marketing” to strengthen Stand Together’s brand. Little did my colleagues know, they were about to experience the full force of Dino’s larger-than-life personality. Dino was a man of towering intellect and presence—an undeniable force of nature. During our session, when one of my colleagues started explaining the mission of Stand Together in a long-winded manner, Dino didn’t hold back. Leaning forward, he grabbed my colleague’s arm and bellowed, “What the f— does that mean?! I ask you what time it is, and you tell me how to make the @#%* watch!” As painful as the moment was, it reflected Dino’s direct and honest approach. He wasn’t one to mince words, and he challenged everyone around him to be better. His wisdom, though tough, was transformative. I learned so much from him, and yesterday, I found myself reflecting on those lessons as I attended his funeral, a celebration of a life well lived. Dino Cortopassi was a self-made man, starting as a farmer and eventually growing his agricultural empire to include 7,000 acres of farmland. But Dino’s brilliance wasn’t just in farming—it was in his sharp marketing mind. With the help of the legendary Jack Trout and Al Ries, Dino strategically positioned his brand, Stanislaus Food Products, as “The Real Italian Tomato Company with the Polish Name.” This positioning, combined with his fierce authenticity and dedication to quality, propelled his business to new heights. Dino often shared nuggets of wisdom that have stayed with me. One of his favorites: “The best tactics or operations in the world with a so-so strategy can only take you so far. But with a superior strategy, even with mediocre tactics, you can fly to the moon.” Dino’s story is one of perseverance, intelligence, and vision. He was not only a successful businessman but also a conservationist, a patriot, and a devoted family man. He remained authentically Italian, rooted in his heritage, and he built an empire while staying true to his values. As we continue discussing the principles of positioning and differentiation in the coming weeks, I’ll draw more examples from Dino’s life. His story is not just one of business success but of how great strategy, integrity, and authenticity can leave a lasting impact. Dino Cortopassi will be missed deeply, but his wisdom and legacy will live on.
Is Strategy Everything? The Power of Positioning in Dino Cortopassi’s Success
Peter Drucker famously said, “Culture eats strategy for breakfast,” emphasizing that while organizational culture is paramount, strategy is still crucial. My friend Dino Cortopassi, a master strategist, believed that a strong strategy could take you to the moon—even if your tactics were just so-so. His business success with Stanislaus Food Products is a testament to the importance of strategy, especially when it comes to positioning. When Dino was looking to expand his company’s reach, he came across the book Positioning: The Battle for Your Mind by Jack Trout and Al Ries. The book introduced him to the idea of creating a unique category in customers’ minds. Dino had a superior product—high-quality tomato sauce—but he needed something more to position his brand as the go-to for Italian restaurants. Trout and Ries convinced Dino to embrace the authenticity of his Italian heritage. They suggested positioning Stanislaus as “The Real Italian Tomato Company,” leveraging the public’s association of Italians with quality tomato products. However, Dino’s company name was Stanislaus, which didn’t sound Italian at all. Initially resistant to changing the name, Dino agreed to a compromise: explaining the Polish-sounding name while emphasizing the brand’s Italian roots. This strategic positioning proved to be one of the best decisions Dino made. His ads and brand messaging told the story of Italian heritage while embracing the unique name, creating a compelling narrative that resonated with customers. It didn’t matter that the name wasn’t Italian—what mattered was that the brand conveyed authenticity and quality. The result? Dino’s strategy of positioning Stanislaus as “The Real Italian Tomato Company with the Polish Name” helped the company grow exponentially. By finding a unique hole in the marketplace and filling it, Dino turned Stanislaus into a beloved brand that customers trusted and advocated for. The lesson here is clear: Positioning is about owning a unique space in your audience’s mind. Whether you’re running a nonprofit, a campaign, or a business, identifying what sets you apart and leaning into that differentiation can propel you to success.
Turning Customers into Fans: Dino Cortopassi’s Vintage Harvest
During a dinner in Orange County, California, my wife insisted I visit the restroom. Reluctantly, I went—and discovered something remarkable: a framed poster of old Italian proverbs signed by Dino Cortopassi of Stanislaus Food Products. Later, I shared this story with Dino during a visit to his office in Lodi, California, where he explained the significance of such posters. Dino’s marketing strategy wasn’t just about selling tomato products—it was about building relationships and providing value to his customers. He understood that Italian pizzerias and restaurants were often starved for “wall art,” so he sent them posters of Italian proverbs to connect with his audience on a deeper level. This simple gesture embodies the principles of Positioning, Differentiation, Benefit, and Brand—the core of Viguerie’s “Four Horsemen of Marketing.” Dino positioned Stanislaus Food Products as “The Real Italian Tomato Company with the Polish Name,” leaning into his heritage and emphasizing authenticity. Through La Trattoria, a newsletter providing ideas and stories for restaurateurs, he differentiated his brand by offering value beyond his products. Dino’s approach wasn’t to sell, but to create something more meaningful—a brand that customers felt connected to and proud to support. By sending posters, publishing La Trattoria, and focusing on authentic communication, Dino turned customers into loyal fans. When customers believe in your brand’s authenticity and feel valued, they become advocates who do the selling for you. This strategy can be applied to any field, whether you’re building a nonprofit, supporting a cause, or growing a business. The key is offering value beyond the sale—nurturing relationships, strengthening loyalty, and turning customers into raving fans. When you accomplish this, you’ll have touched the Holy Grail of marketing.
How Dino Cortopassi Turned the Pizza Expo into a Legendary Branding Experience
Dino Cortopassi’s presence at the annual Pizza Expo became legendary—not because of a flashy sales pitch but due to his authentic, relationship-driven approach to marketing. With his clever use of the “Four Horsemen of Marketing”—positioning, differentiation, benefit, and brand—Dino transformed his customers into devoted fans who looked forward to seeing him year after year. The success of Dino’s booth at the Pizza Expo wasn’t by accident. He leaned into his authenticity, positioning Stanislaus Food Products as “The Real Italian Tomato Company with the Polish Name.” Instead of using his booth as a sales pitch, Dino focused on hospitality, mimicking the experience of being welcomed into an Italian home. Visitors were greeted with real tablecloths, delicious pasta, Italian wines, and friendly faces—just like La Trattoria, his popular newsletter. There was no pressure to buy, only a genuine “thank you” for being a customer. Over the years, Dino’s booth became the most popular at the Pizza Expo. It wasn’t just about the food and drink—it was the personal connection. People wanted to meet Dino, take photos with him, and experience his hospitality firsthand. His authenticity built trust, and that trust turned into brand loyalty. The lessons here are clear. By focusing on genuine relationships rather than hard selling, Dino created a brand that his customers loved. This approach didn’t just create customers—it created raving fans.
Does Authenticity Really Matter in Building a Trusted Brand?
Yes, authenticity matters, and it’s one of the most critical aspects of connecting with your audience. When you communicate with genuine authenticity, you build trust, and trust strengthens your brand’s impact. Once you earn that trust, customers can become loyal advocates who do the selling for you. The ultimate goal of any marketing effort should be to become that trusted brand. Dino Cortopassi is a prime example of someone who used “The Four Horsemen of Marketing” — positioning, differentiation, benefit, and brand — to turn his customers into lifelong fans. Dino’s journey began by positioning his company, Stanislaus Food Products, as “The Real Italian Tomato Company,” playing on the strong association between Italian heritage and high-quality tomatoes. From there, he used a variety of methods, including print advertising and personal connections, to differentiate his brand and highlight the benefits of working with an authentic company steeped in tradition. His ads reflected his company’s authenticity, featuring real images of his family and Italian heritage. One of the most beloved ads showed a four-generation Italian family enjoying a traditional Sunday dinner, resonating deeply with restaurateurs who valued family and authenticity. These efforts helped Dino build a trusted brand, one that didn’t just sell tomatoes but represented something far greater — a connection to tradition, quality, and authenticity. Customers became fans, advocating for his brand because they trusted it. Dino’s story serves as a powerful reminder that authenticity is key in building trust, and trust is the foundation of a successful brand. Whether you’re crafting a fundraising campaign or managing customer relationships, authenticity matters.
Building Trust and Turning Customers into Raving Fans: Lessons from Dino Cortopassi
Dino Cortopassi, the visionary behind Stanislaus Food Products, demonstrated how authenticity and trust can transform a business into a powerful brand. His approach went beyond offering a superior product. It created an emotional connection with customers, turning them into raving fans. By offering benefits beyond just the product itself, Dino strengthened his brand in ways that were both profound and sustainable. Here’s how Dino applied marketing principles that we can all learn from, especially in the context of fundraising: Positioning: Dino identified a unique space in the market and owned it—his company became “The Real Italian Tomato company with the Polish name.” This unique positioning helped Stanislaus stand out among competitors. Differentiation: Dino set his company apart by personalizing the customer experience. His decision to ensure that every customer interaction—whether through the 800-number or the “We Care” department—was handled by a real person created a lasting, human connection. The personal bond this fostered differentiated Stanislaus from competitors that relied on automated systems. Benefit: Beyond offering superior tomato products, Dino provided the intangible benefit of trust and personalized service. Stanislaus customers weren’t just buying tomatoes; they were investing in a company that cared about their business and their success. Brand: Dino’s consistent focus on authenticity, dedication, and impeccable customer service built a brand that people not only recognized but trusted. Trust became a cornerstone of the Stanislaus brand, strengthening customer loyalty and turning customers into advocates. Dino’s emphasis on trust is a crucial takeaway. Whether it’s how you handle inquiries or customer complaints, or the personalized follow-up from a “We Care” department, building genuine relationships creates a brand that people not only support but love. This lesson applies to any organization, particularly in fundraising. When supporters see that you care and genuinely connect with them, their loyalty deepens, and they are more likely to champion your cause. If you focus on these principles—positioning, differentiation, offering real benefits, and building a trusted brand—you can transform your impact, much like Dino Cortopassi did with Stanislaus Foods.
The Timeless Marketing Lessons from Philip Simmons and the Gullah Tradition
During a recent trip to Charleston, South Carolina, our family had the pleasure of taking a Gullah Tour led by Alphonso Brown. It was an eye-opening experience as we explored the history and culture of the Low Country, including a special story about a man named Philip Simmons. Philip Simmons was a blacksmith, born in 1912, who left an indelible mark on Charleston and beyond with his intricately designed iron gates. Starting as an apprentice at the age of 13, Simmons transformed his craft to meet the evolving market, turning from horseshoes to ironworks that incorporated Christian symbols and native wildlife. His gates, found all over historic Charleston and other parts of the world, are not just functional; they are works of art. Throughout his 77-year career, Simmons was celebrated with numerous awards, including a National Heritage Fellowship from the National Endowment for the Arts. Despite his modest beginnings, he used his success to lift up others, funding the education of countless young people from his community. But what can we, as fundraisers, learn from Philip Simmons’ life and work? His story provides a living example of marketing principles that are critical to fundraising success. In fact, his life embodies “The Four Horsemen of Marketing”—concepts introduced by marketing expert Richard Viguerie: Positioning: Simmons identified a unique space he could own—handcrafted iron gates. While niche, it became a category in which he thrived. Differentiation: His designs were unlike anything else. They stood out across Charleston for their beauty, craftsmanship, and the personal story they told. Benefit: His gates were not only aesthetically pleasing but carried a sense of personal pride and connection for homeowners. To own a Philip Simmons original was to own something of lasting value. Brand: Simmons’ unwavering dedication to his craft, his Gullah heritage, and his reputation for integrity built a brand that far outlived him. Similarly, our Gullah tour guide, Alphonso Brown, created a brand by focusing on a unique aspect of Charleston’s history: the Gullah culture. In a sea of historical tours, Brown’s Gullah Tours stand out by offering something distinctive and deeply rooted in history and personal connection. The lesson here for fundraisers and marketers is clear: To succeed, it’s crucial to find your unique positioning, differentiate what you offer, provide clear benefits, and build a brand that endures. Whether you’re crafting an iron gate or launching a fundraising campaign, these principles apply universally. As you work to improve the lives of others through your cause, remember the example set by Philip Simmons. His story is a reminder that with dedication, creativity, and a clear vision, you can create something that stands the test of time.
