| Many years ago, as a young entrepreneur seeking to | | | | things peat! We visited bogs, met with farmers that |
| launch my very first consumer product, I discovered | | | | harvested peat for garden products and visited with |
| the importance of having a Unique Selling Proposition | | | | chemists to learn about the unique benefits and |
| (USP) to establish my brand's niche. My partner and I | | | | properties of peat. As we became more |
| had developed a very superior multi-use skin | | | | knowledgeable about the amazing preservative |
| moisturizer that we positioned as working in | | | | properties of peat, the marketing hook that had |
| conjunction with a novel loose powder make up. The | | | | previously eluded us came into sharp focus. |
| performance of the treatment and color cosmetic | | | | The source of peat that we used in our moisturizers |
| system was far superior to anything on the market | | | | and skin care products was harvested from a bog in |
| at the time. Our hurdle, as always for new product | | | | proximity to the Piltdown Man's grave. Lindow Moss |
| launches, was how to cut through market clutter and | | | | Peat became the key active ingredient that was the |
| make consumers aware of our great new products. | | | | foundation for our USP. The inclusion of Lindow Moss |
| We quickly learned that simply having high quality | | | | peat, and the story about the now well documented |
| goods, with cutting edge science was not enough. | | | | preservative powers of Scottish peat enabled us to |
| We had a steak, but this filet was not yet sizzling. | | | | position our brand to consumers with an exciting, |
| What to do? | | | | ancient benefit proposition, a colorful tale of the |
| About that time, there was a discovery of great | | | | ingredients provenance and believable proof of |
| historical and anthropological importance that took | | | | product performance. |
| place in Scotland. While working in a peat bog, | | | | Essence of Time became a best-selling skin |
| laborers discovered an almost perfectly preserved | | | | moisturizer for many years on the Home Shopping |
| ancient cadaver buried in the bog. The peat had | | | | Network, in thousands of cosmetic retailers and was |
| apparently provided a shroud that protected the | | | | distributed in over 40 international markets. The |
| body from decay. The story created an international | | | | opportunity that the discovery of Piltdown Man |
| furor and the corpse became known as Piltdown | | | | presented to us was fortuitous. We were struggling |
| Man. | | | | to discover a strong, unique niche placement story |
| People everywhere were consumed with the story | | | | for our product at that moment in time. The linkage |
| and mystery of Piltdown Man. My partner and I, | | | | that we were able to create between simple peat |
| however, were consumed with the potential for | | | | and our dermal moisturizers resulted in marketing gold |
| using the peat bog preservation story as a key | | | | for our startup business. |
| element in creating a USP for our product launch. We | | | | This is the type of USP creation that is absolutely |
| reasoned that if Scottish peat bogs could protect a | | | | essential to successfully launching new products, |
| human body from decay for centuries there had to | | | | services and businesses. The consumer does not |
| be cosmetic properties inherent in the peat that we | | | | need another washing machine, wrist watch or |
| could exploit to market our products. | | | | mascara. The consumer will however, desire, seek |
| We were off to Scotland immediately. Tramping | | | | out and purchase en mass, products that offer novel |
| around the area where the Piltdown Man was | | | | features and benefits that can be easily understood |
| discovered, we began to immerse ourselves in all | | | | and accessed. |