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Developing a Unique Selling Proposition (USP)

Developing a Unique Selling Proposition (USP)

For a product to break through the clutter and succeed, it is crucial for the company to correctly identify a compelling USP, match it to the market, and communicate that message effectively.

Identifying the USP pretty much boils down to this: what kind of problem does the product solve? What makes it unique? Why is it better than the next product on the shelf? Many companies incorporate their USP in their taglines and advertising copy. Telecom giant MTN stresses that you will find them “Everywhere you go.” Disney World chooses to describe itself as "the happiest place on earth."

What is your own personal tagline? Have you identified it? If you don't know what distinguishes you from the scores of competitors, the hiring manager or evaluator is unlikely to know either. Whether or not marketing has anything to do with your job, you need to think like a marketer. You must figure out how to differentiate yourself from everybody else. You've got to put your finger on what's unique about you - and connect it to the needs of your organisation. Your interest will best be served if you invest some time in thinking about and developing your Unique Selling Proposition or USP.

What is a Unique Selling Proposition (USP)?

Known as a personal branding or a value-added statement, the USP is a succinct, one-sentence description of who you are; your biggest strength and the major benefit that a company will derive from this strength. The term USP, which first became popular in the world of marketing, has traditionally been used by companies to market their products in the face of stiff competition. It refers to that one thing that makes their product different from others. To put it simply, it is the reason why consumers will buy their product instead of the competitor's. The USP could be anything -- it could range from a lower price to more convenient packaging to better taste, etc. 

Why should we hire you? 

Whether you are applying for a new job or looking for a promotion within your present job, it all boils down to marketing your skills well. Just like products have to be marketed to consumers, candidates have to market themselves to employers. 

The USP should answer a commonly-asked question at job interviews, "Why should we hire you?" What employers are usually looking for is a unique skill that can help them in difficult situations. For example, for an HR job in a factory, a person requires good negotiation skills for handling staff conflict and all kinds of difficult situations.  

Crafting your USP

Once you are aware of both yourself and what the company is looking for, you need to compile the information in your resume. Craft your USP into a statement of around 10 to 20 words. Keep the following rules in mind: 

• It is usually only one or two sentences long. 

• It is stated in clear terms, and is easily understandable. 

• It is believable. 

• It emphasises some unique benefit that you can provide better than others.  

Your USP comprises a unique amalgamation of skills, interests and talents, and is the golden wand that you should wave in front of your prospective employers. The USP or 'elevator pitch' is that brief statement of value you can communicate within 30 seconds. It should be concise enough to be communicated in the time it takes to ride the elevator with that top business guru you may never meet again.

Examples of USP

Your USP should be short but descriptive. It may capture your educational background, training, years of experience, business contacts or your ability to motivate and inspire. Here are some examples:

Example one

"I have five years of information technology experience. My expertise is in technical support and troubleshooting computer problems. My technical knowledge will be beneficial in reducing call waiting times and will substantially improve the efficiency of your technical support centre."  

Example two

“I have strong credentials, a good reputation in the advertising community, and a track record of attracting and winning new clients. My personal values are in sync with the company's mission with respect to putting clients first.”

Whatever field you might find yourself in, here is a simple fill-in-the-blank statement for you to complete, which will guide you in crafting your USP, or at least get you started in the right direction:  

"Because of my _______, I can do _______ for you better than typical applicants." 

Once you have identified and crafted your USP, you should integrate it in all of your job hunting communications. In your CV or resume, add your USP to your career summary section or your objective. This must be clearly spelt out at the top of the page. Again during your interview, your USP is especially helpful when you integrate it into answers to classic questions like, ‘Why You’ ‘Tell me about yourself’’, or even to the question,’’ Where do you see yourself in five years? Imagine you learning forward and telling an interviewer: ‘’I’m a second Retail Manager strong in developing training [programs and loss prevention techniques that have resulted in the revenue savings of over $1.2 Million for XYZ Limited over the past 3 years’’

As you can see, your USP is powerful tool that will help you stay top of mind by setting you apart from others. Crafting a USP doesn’t necessarily have to take very much time. However, it should be activity in which you truly analyze where you are in your career and where you want to go in the future.

Your USP gives you that much needed ‘competitive edge. It could be the biggest reason why an employer wants to hire you. The end result of a well-crafted and utilized USP will be more interviews and job offers.  Develop your USP and use it appropriately and you’ll find yourself making meaningful career decisions and climbing all the way to the top.

 

 

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