« The Mac App Store And The PC Gamepocalypse [Trends] | Main | The What Games Are Digest #3 [Weekend] »

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a0120a8f8e2b8970b0148c7641a87970c

Listed below are links to weblogs that reference Avoid Unique Selling Points [Marketing Stories]:

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

Nicholaslovell

I think that there is a danger here in mixing up UPS, features, and hooks.

All marketers accept that selling by using features is hard. You should use benefits. (A washing machine doesn't do 1,200 RPM and have a category A eco rating): it dries your clothes faster, saves you money and is good for the environment.

Similarly with games: using USPs as a list of features is totally pointless. Turning them into a list of benefits (which might be "be scared witless", "play for hours against your friends" or whatever) is different.

but also a hook (which can also be a USP) can be very powerful. A hook can be a meme, but it can also be "exploding dinosaur eggs" for a match-3 game or "Jetpack!" in an 8-bit classic.

In other words, beware throwing the baby out with the bathwater.

Enough cliches. Back to writing.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been posted. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment


Follow What Games Are

What Games Are is about game design, game development, games as art, craft, culture and industry and how you can make better games, written by Tadhg Kelly.

You can follow Tadhg on Twitter here:

You can also subscribe via email:

Or RSS (Google Reader etc):

 Subscribe

Search What Games Are

Related Posts Plugin for WordPress, Blogger...