“I am passionate about my work.”
You’ve heard it before, hundreds of times. Who hasn’t read a website or a marketing flyer from a business claiming to be passionate about what they do?
Maybe they are. Maybe they are truly passionate, barely able to contain the emotion that pours out of them when they are given the opportunity to do their thing, but even if they are, that doesn’t make it unique, or a selling proposition. It isn’t a USP.
When Your USP isn’t a USP
USP means Unique Selling Proposition. It means you have something that no one else does, something that makes you not just the best person for the task ahead, but the only choice. Unique.
Caring about your job doesn’t count. Most good business people care about their job. Even being genuinely passionate isn’t unique – and while we’re at it, you can put ‘dedicated’, ‘friendly’, and ‘effective’ in the bin too.
These are things that all good businesses should be, and they’re also so vague that they don’t really mean anything.
They’re bland. They’re blah. Empty rhetoric rather than tangible truths.
I Send a Million Emails a Year
I send a million emails a year. That’s my USP.
It’s pretty unique as selling points go; not many people can make the same claim.
But more than that, it demonstrates my expertise. It’s not possible to send one million emails every year without refining and honing your skills somewhat!
It shows that I’m in demand. These aren’t casual greetings to my friends, chats about what’s going on with my family, or discussions over the latest Netflix drama; they are business emails that promote and grow businesses like yours.
It’s a sign of the sheer scale of my business and the work I do.
It’s a unique selling proposition, not merely some waffle about how much I enjoy my job. I send a million emails a year – that is what I offer.
What Makes a Good USP?
A good USP sets you apart from everyone else in your field.
It doesn’t have to be a bold, wild claim. You don’t have to be promising the moon on a stick, and, in fact, promising something you are never going to deliver is a very bad idea. Instead, your USP should be tangible, something that your clients and customers can see you live up to. Assertive, not over-the-top.
Your USP has to be memorable. It’s summing up what makes your business special in one clear, concise point. This is another reason that being ‘passionate’ is a poor USP. It’s completely forgettable.
Your USP should be part of your overall marketing strategy, giving you direction and making it easier to target the people who are most likely to buy from you.
So, How Do You Make A Unique Selling Proposition?
Defining your USP may not be simple. There are some businesses that grew out of a USP, and little is needed to find that unique difference, but for others, it takes a little thought to truly understand what it is that you offer above and beyond your competitors.
Start by describing what it is your business does. Consider the need that your business answers, delving right down into the specifics.
Next, think about who your customers are – and ‘anyone’ or ‘everyone’ is not the right answer! There are very few businesses that have that sort of mass appeal.
With all that clear and understood, think about what makes you different. Trust me, it’s not your passion! It might be the very core service that your business offers, it might be the craftsmanship that goes into the work, or it could be the guarantee you are willing to provide. Perhaps it is how quickly you do something: Pizza delivered in 30 mins or your money back, or even how slowly: Whiskey aged for 25 years.
Communicating your USP
You’ve worked out what it is you want to say to set you apart from the crowd, now, you need to make it impactful.
A USP needs to be written in the most punchy way possible! A good USP is short, specific, and completely absent of meaningless fluff.
It absolutely, definitely does not use the word ‘passionate’!
The best USPs work like headlines, grabbing the attention of your audience and telling them everything they need to know in as few words as possible. Consider the following five points when writing your USP:
- Unique - It’s something no one else can offer.
- Clear - Make sure your USP is clearly defined and explained.
- Short - Never more than one sentence, and without any unneeded waffle.
- Targeted - Know your audience and write with them in mind.
- Exciting - Your USP should grab attention.
Putting Your USP to Work
Your USP is important, so don’t let it fail with trite, overused sayings – instead, make a truly memorable point. Remember, it’s a weapon that can be used as the centre for your whole marketing strategy.
If it all sounds a little overwhelming, though, help is out there. Well, rather, help is right here. Contact me to discuss using your USP, from defining the exact unique selling proposition of your business to getting it out there in front of your customers where it can make the most impact.
