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Are you struggling to define your USP?

I 'm starting to crack

When you go into business for yourself, you start with an idea. If you’re lucky, you hit on something totally missing in the marketplace — the kind of idea that other people ask, “Why didn’t I think of that?”

Most of us aren’t so lucky. We have to work to define our unique selling proposition (USP), or the quality that makes your product or service different — and more desirable — than your competitors’.

It’s a tall order. As I’ve heard from one designer, “What if my products really aren’t all that different?”

Well, what if your products aren’t terribly unique? Maybe you sell moustache decals or prints that spin off the Keep Calm and Carry On posters.

How do you set yourself apart?

The answer could be lurking within your approach to doing business.

The easiest way I can explain this is by sharing how I define my USP.

After all, public relations has been around, in one form or another, as long as commerce has existed. How do you make communications new again?

For me, it’s all about purpose. While we do love to work 1:1 with clients, I’m also a strong advocate for entrepreneurs and artists taking publicity into their own hands.

Our products and services are direct manifestations of this philosophy. For example, in our mentoring program, we build a starter media list for participants. It’s incredibly rare that a media person would actually give you contact information for reporters.

Likewise, Maggie has a background working with nonprofits, so we have made clear a strong preference to work with cause-based organizations.

We believe that we can choose our clients, just as they choose us.

This is a huge part of the unique benefit of working with us. We love our clients.

If you’re having difficulty carving out your unique position in the marketplace, turn your gaze inward.

What are the conventions of your industry?

How are you breaking them? If you aren’t, can you start in some small way?

How do your customers benefit from your unique model?

I guarantee you’ll find your point of differentiation in the answers to these questions.

  

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