What is unique about you? What makes you stand out in a crowd, and how can you turn it into an advantage?
If you’ve been in the job market anytime within recent years you would realize how tough the competition is. Human Resources professionals will tell you that for many of the positions they advertise, they go through hundreds of resumes before they decide on the candidates that qualify for the next round.
If you’re selling a product or service that is commonly available, you will recognize how difficult it is to differentiate yourself from others. This is becoming more evident to me as I try to find my niche in the personal growth and development sphere. As I attend growth and development workshops, I increasingly ask myself what differentiates those workshops from others I already attended. The topics might be different, but the techniques used are often the same. Where is the variety?
My conclusion is that for anyone to differentiate themselves from others in their field, they need to develop a Unique Selling Proposition, just like in the business world of advertising and marketing. Whether you are applying for a job or trying to market yourself or your business, think about your unique selling proposition. What is Unique Selling Proposition? In the business world, A USP is a branding tool that says who you are and what you stand for. It differentiates your product or service from your competitor’s. Your USP should accomplish these three things:
Unique – Set yourself apart from your competition; Selling – persuade others to see the value in what you have to offer and choose you above your competition; Proposition – having a proposal and offering it for acceptance.
Even though there are many different car rental services out there, Zipcar was still able to find a niche. Its slogan, “Wheels Where You Want Them” delivers convenience. You don’t have to own a car, but you can still drive one whenever you need to. Just join the program, get your Zipcard to unlock the Zipcar you reserve, drive away, and return it when you are done.
What benefit can you deliver that would be different from what others are already delivering? What do others not offer that you can? What could be your special niche? Can you identify an existing need that is currently unfulfilled? What makes you or your product or service unique? What makes you or your way of doing things the best choice?
Don’t simply use your unique selling proposition as a marketing tool, but use it to differentiate yourself from others and stand out in a crowd. Start building your USP now, and deliver. You don’t want to appear to be a clone of others in a market that might already be saturated. Think about what is unique about you and what you can offer to distinguish yourself from others in your field. Put it into a sentence and let it be representative of what you will deliver.
