I know your USP (even if you don’t)… Lesson 2 of 10 for 10 Years

I have spent almost ten years doing what I do, I love my business and I love helping people every single day. But, there is something that drives me crazy even after all this time.

It is the most ridiculously misused term ‘USP’ or unique selling point. The term is believed to date back as far as 1940, originating in the US and the heyday of advertising. At the time, finding a unique selling point for your product or service is what stood out and was incredibly effective. However, times have changed- not only have audiences evolved but so has the marketplace itself.

It was suggested in the 00s that USP be replaced by ESP (emotional selling point) but I have the same reservations with that.

My issue is this, I have seen so many people agonising over their USP, bending themselves out of shape to try and find a unique niche, a different service or an unusual hook on which to hang their USP hat. We- as online service providers- operate in a very noisy marketplace and this dependency on finding a USP is causing everyone to try and shout louder and louder, making it deafening.

But it’s not all doom and gloom, I’m not trying to rewrite the age old marketing models, what I really want to do is let you in on a little secret, one that will take all of the pressure off you and make things a whole lot easier.

And that secret?

It’s pretty simple really. Your USP is in fact, YOU.

You are your USP, as Oscar Wilde said “Be yourself; everyone else is already taken” - in a crowded online world where everyone is fighting for space you need to focus on being you- your real true, authentic, genuine self because that is how you will stand out and shine like a beacon for your ideal customers.

The same holds true for other areas of business as well.

Trying to work out what your company values are? Start with your values.

Trying to understand who your ideal client is? Start with your own traits as it’s likely you’re your own dream client.

Now I’m not saying your opinion is more important that that of your customer- always listen to your customer, especially when it comes to packaging design cues. But. If you want to shine like the amazing star you are then I want you to put all of your energy into focussing on your YOU-S-P … because that right there is the winning formula.