What's your Unique Selling Proposition?
Why should your Market choose you to address its particular compelling end-user need? What is the Magic in your response that sets you apart from other options?
Sonia Simone proposes a 15-minute exercise to clarify your USP (unique selling proposition). She advises bloggers, but the principles apply equally to a start-up business, too. Here's an excerpt that I like.
The Metaphor USP
Sometimes you can find an overarching metaphor that will snap everything into place.
For example, Duct Tape Marketing offers something you can find in lots of places—marketing advice for small businesses.
But that “duct tape” metaphor tells you a lot. It tells you the approach is practical, effective, and not terribly fancy. It probably skews slightly toward men, but not exclusively. It can be used in lots of different ways. And it doesn’t take itself too seriously.
No one’s ever going to confuse Duct Tape Marketing with a site called Green Planet Marketing or Mama Bear Marketing. Each creates its own USP just by using a metaphor to define the market, the approach, and the angle.
Sometimes you can find an overarching metaphor that will snap everything into place.
For example, Duct Tape Marketing offers something you can find in lots of places—marketing advice for small businesses.
But that “duct tape” metaphor tells you a lot. It tells you the approach is practical, effective, and not terribly fancy. It probably skews slightly toward men, but not exclusively. It can be used in lots of different ways. And it doesn’t take itself too seriously.
No one’s ever going to confuse Duct Tape Marketing with a site called Green Planet Marketing or Mama Bear Marketing. Each creates its own USP just by using a metaphor to define the market, the approach, and the angle.
Call it USP. Call it Magic. But, by all means, make it powerful!
Remember, Magic is an unfair competitive advantage. Get some!
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