The steel bands that run around the phone’s edges function as antennae, and Apple touted this as a selling point. Unfortunately, consumers discovered a design flaw immediately after the phone launched. When you cover up a small gap between two of the bands on the corner of the phone, you experience dramatic signal loss.

As I continued to read, I saw the following:

People began to realize that Apple probably knew about the flaw all along, because the bumper cases it launched alongside the phone do little except prevent skin contact with the problem spot.

Now what does Steve Jobs say? Steve Jobs responded in an e-mail: “Just avoid holding it in that way.” Now, I don’t know about you, but the answer is NOT to suggest to stop holding the phone that way…that is the normal way you hold your phone. Doesn’t this sound like something Microsoft would say?

Then last week, I see another article, ‘Apple Shows That Nokia N97 Mini Also Suffers from Death Grip Issue‘. Again, this is not the way to address an issue – by showing others have the same fault. Again, this is something Microsoft would do (and has done I believe). Who cares about Nokia anyways? I hold Apple at a higher standard than Nokia.

I have been really disgusted with Apple the past couple weeks. There has been some very Microsoft-like behavior from Apple. Is this the beginning of the end?

Here are few well known brands’ USPs – do you know them based on their USP?

• “Fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free”
• “When your package absolutely, positively has to get there overnight”
• “Melts in your mouth, not in your hand”

Dominoes Pizza does not sell the best pizza you have ever had. Dominoes sells you fast delivery. Of course, if their pizza was really bad no one would buy it, but a passable pizza with fast delivery is something of value to the tired people who want to come home and have food come to them (quickly). FedEx and M&M’s also have very recognizable USPs.

That is another aspect of very successful USP…they are like mottos and they are very short (less than 12 words usually). USPs tend to alleviate an immediate pain (hungry kids, package must get there tomorrow, etc.).

Although redundant to say…it is something unique. At the time when Dominoes made their USP, no one was really delivering very quickly….45 minutes or an hour or more. They were the first to blatantly say they will deliver in a ½ hour or you could keep the pizza for free. FedEx was the first to blatantly say they will get your package to its destination overnight. M&Ms is not the only sugar coated chocolate (the secret of not melting in the hand), but they were the first to advertise this as their distinguishing benefit.

This works for anything being sold…be it a product, service, or an open position. Without the USP, how are you really going to sell what you have to offer and stop them from buying from a competitor?

Basically, why would someone who is happy in their current job leave it to be hired by your company?  Why would someone looking for a new job want to be hired by your company instead of your competitor across the street?

Now a strong value proposition (EVP or USP) must be tangible, specific, and unique (or at least rare).  Saying you are an innovative company or you are a leader in innovation is really meaningless (not to mention many companies say this).

When I was recruiting for some Java IT positions several years ago, I had the good fortune to say that the new employees would get to play with the newest toys and technologies…and I specifically listed them.  I don’t recall the specific technologies anymore (and they are definitely not new now), but think about it.  For a Java programmer who isn’t looking for a new job (but is interested in what is new in his field), the prospect of getting to immediately use the new stuff in this new opportunity is appealing…especially if his company is not implementing it for another year or so.  Not many other companies had this new technology yet…so it was unique (at least rare).

Some words of caution:

• Don’t get long winded. 
• Keep it simple and short. 
• Say only what you can easily prove…not bold (unproven) claims
• Focus on what your target individuals or groups really want.

I mean really…how can we “sell” our open position to any passive job seeker without knowing this vital piece of information?

This is a video skewed for new graduates in therapy…and high school graduates. This talks about the shortage of therapists in rehab and what tuition help there is. But first, it takes about people making a difference in other’s lives…helping them learn to dance, speak, walk, etc. again…making an impact. The video talks about their needs and locations – and that they are a “one stop shop for your career”.

The video is a little over 4 minutes long…and the message feels a little split (talking about new graduates in therapy and then talking about people preparing for a career in therapy). The message of this video could be a little more focused…one for therapist graduates and one more focused for high school graduates or those preparing for a career in therapy.

But all in all, a great video covering a “story”.

Of course, I can see some people who think the law of attraction stuff to be bunk would be turned off by her and perhaps not hire her, but there are plenty of people who are interested in this and may decide to hire her because she talks about it. In marketing, you can’t speak to everyone…you can’t make everyone happy. So it is best to target your ideal customers and speak to them (even if in doing so would turn off other potential customers). This is smart marketing because to appeal to everyone is to appeal to no one.