Copywriting Codex: My Name, A Chicken Sandwich, And USP in Fast Food America

How was your weekend? Great, I hope.

Anyway, let’s get to it, with another post for you persuasive writers out there (and for anyone who likes to eat).

Now for the explanation…

A couple months back, I was in line at Wendy’s. There was a bit of a crowd in front of me that day, and I don’t think I’ll ever forget it.

For some reason I was dithering about whether I wanted one chicken sandwich or two. The lady’s standing there patiently as I’m thinking. Glad there weren’t too many people behind me that day.

After we get everything done, and she tells me how much it’ll cost, she says,

“What’s your name?”

Weird question for a fast food cashier to ask me. I told her, obviously. How could I not know what my name is?

But it seemed odd. She didn’t seem to be interested in me or anything, so why did she ask in the first place?

I asked her whether I’d get a number or something with my order.

“No. You used to be a number, and now you’re Ty,” she said.


I always was Ty, but that’s not the point.

A while ago I blogged about mini bars and “little separators.” People call them a unique selling proposition or USP.

And if you’re a writer or marketer and don’t work with snacks and minibars, what do you do to create one?

Wendy’s showed me a perfect example. A little thing that no one else is doing with their customers and clients that makes them different. There’s almost an infinite number of ways to create a USP. You can use:

Past personal experiences

Professional experiences and your background

Anything in your process with clients, customers, documents, etc.

Something clients say is special about you (a life coach once told me I was thorough, and that’s why she picked me over other writers)

And so on…

Before I close out for today, I’d like to ask you something…

Have you ever experienced something simple, that you thought was more than that? It could be something someone said that cheered you up, or something business related. Drop me a line in the comments, if you’d like to pass it along. What do you think?

Until next time,



About Ty Mall

Thanks for stopping by. I've almost always been interested in writing, among other things. Along with discovering pop culture, I've uncovered a lot about the craft over the past 10 years. And whether you're a fiction writer or email copywriter, I'm here to pass on what I've found out. And have a ton of fun in the process.
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