Posted By admin on March 24, 2009

Not long ago I was speaking with a very smart, successful client and I mentioned that an action she was contemplating didn’t seem to fit within her USP.  She gave me a strange look and I quickly determined that she had no idea of what I was talking about.

How about you?  If I mentioned your USP would you know what I was talking about or would you give me the confused look I’ve just described?

USP is an abbreviation for your “unique selling proposition.”  It is the thing or things about you and your business that make you different.  It’s what sets you apart from your competition and should be the reason people want to work with you vs. anyone else. 

As such, your unique selling propostion should be evident in any copywriting or marketing activites that are done on your behalf.

As an example, I’ll tell you a few things that are included in the USP for GCD Writing and Marketing:

-  thorough knowledge of and years of experience marketing health products and information

- direct mail expert

-  sensitive to the needs of small and women-owned businesses

-  very approachable, interested in educating clients

Your USP is not your tagline.  For example, “when you care enough to send the very best” is not Hallmark’s USP, it is their tagline.  Their USP may be that Hallmark provides one-stop shopping for all card and gift-giving needs.

Please send me a note at gail@gcdwritingandmarketing to let me know what you think is your USP.  And if you don’t know, you really need to get in touch with me.  Mention this blog posting and we can talk about that, for 30 minutes, for FREE.

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