I’ve just read Corbett Barr’s post on “The Ultimate Guide to Finding Your Unique Selling Proposition” (link at end of this post) and he’s written a persuasive piece on why it’s so important to have a USP.
Those of you who have followed our blog posts here and our guest posts at other sites know that Yael and I believe that figuring out your distinguishing benefit – your USP – for your potential market is very important.
When Yael and I recently made a presentation at a networking meeting, the attendees went around the room introducing what they did. Only one member stated his USP – and he did this by accident.
He rambled on much longer than the actual allotted time for each individual’s introduction. Finally he revealed a USP he didn’t realize he could have stated succinctly at the very beginning of his statement.
Here’s one of Corbett Barr’s cautions from his post:
“I’ve seen plenty of people get hung up on the concept of the USP for weeks or months. But remember that research and planning with no action won’t get you anywhere. It’s better to start working on your idea and refine it as you go along than it is to get stuck contemplating the perfect USP without doing anything.”
Yael and I know from personal experience that this is so true. We didn’t agonize over our USP but started in with what we thought would be our USP connected to a target market.
After several months we learned that the target market to which we were marketing with our USP was mostly only interested in free information and not in purchasing any training or information on that subject.
We went back to the drawing board and refined our USP. And we have continued to refine that USP for two years as we learn more about what people need to know about effectively using social media marketing to promote their brand, book, cause or business.
What is our USP now? (Here I’m following Corbett Barr’s recommendation “to constantly remind people of what you stand for.”)
“We’re a social media marketing company that coaches clients on how to effectively use social media to attract more business.”
We know one size does not fit all – and, more importantly, we know that an effective social media strategy for each client depends on that client’s own mindset, business, previous knowledge level, etc.
If you want to learn more about how to find a brand for your business, check out our information package “What You Should Know About Branding and How You Find Your Own Brand.”
And here’s the link to Corbett Barr’s USP post.
(c) 2010 Miller Mosaic, LLC
Phyllis Zimbler Miller (@ZimblerMiller on Twitter) has an M.B.A. from The Wharton School and is the co-founder of the social media marketing company Miller Mosaic Power Marketing.