One of my agency’s clients owns a chain of furniture stores. These stores aren’t your everyday, garden-variety furniture stores featuring living room, bedroom, and family room items. Oh no, they are some of the only stores in the entire San Francisco Bay Area that carry a huge inventory of hard-to-find dinette sets and bar stools. Although most furniture stores carry some of these items (usually hidden way back in the corner of the showroom), this guy has hundreds of styles of dinettes and a huge inventory of hard-to-find bar stools and home bars. His showrooms are cavernous, and when he has a floor sample clearance sale (which he runs twice yearly), customers beat down his doors. His repeat business percentage is astounding, thanks to his complete dedication to customer service.
His advertising hits hard at what he calls casual dining furniture, which he has available in more styles than a customer could possibly find at any other store, and in price ranges to suit any budget. In fact, casual dining furniture is all he does. And he originally opened his stores with this limited, but unique inventory in mind. So he uses this unique selling proposition in his advertising with great success. This guy truly does have something unique to sell, which makes writing his ads all the easier.
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