What Makes You So Special? Differentiate Yourself by Defining Your USP

Marketing 101 tells us to identify our target market and tailor our marketing efforts to them. But the target market is only part of the equation. You are the other part. What is it about YOU that will appeal to your target market?

Remember that in attraction marketing, you're providing free content that is valuable to your target market so they will be attracted to you. Break that down. There are three key pieces: your target market, your content and YOU.

You need to identify who your target market is and what their needs, challenges, desires and goals are. That will help you create content that is of value to them. You might think you know who your target market is, but too often we think too broadly. We're so afraid that if our target market is too narrow, we'll leave money on the table. In fact, it is the exact opposite and you will be more successful the more targeted you are.

Often times, people start with identifying their target market. But what if you were to start by thinking about YOU. What do you uniquely have to offer? What are you passions, skills, interests, experiences and expertise?

What it is about you that people will be attracted to? What sets you apart?

Once you define that, then you can think about who can most benefit from what you have to offer.

According to Wikipedia, a USP is defined as follows.

1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit."
2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.:)

• Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free."
• Head & Shoulders: "You get rid of dandruff"
• Olay: "You get younger-looking skin"
• M&M's: "The milk chocolate melts in your mouth, not in your hand"
• Wonder Bread: "Wonder Bread Helps Build Strong Bodies 12 Ways"
• Federal Express: “When it absolutely, positively has to be there overnight”

Your USP is the force that drives your business and success. It is also a branding strategy that should be communicated in all your marketing efforts such as an ad, a postcard, or web site.

The ultimate goal of your USP is to have people say... "Oh yeah, I've heard of you. You're the one who..." - And then take action by requesting more information or making a purchase.

Defining your USP can be hard. But it is worth the effort.

Cindy Schulson helps solo entrepreneurs identify and attract their ideal niche so they can market themselves effectively and authentically.

Get her free report "Ten Steps to Finding and Attracting Your Ideal Niche" for a step-by-step guide shows you how to create a powerful USP, and find your niche.