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USP help for a writer
By Ann Williams | July 2, 2008
A colleague of mine from MyGenius posted a message asking for help with her Unique Selling Proposition or Point (USP). This was her USP so far: “My name is XXXX and I write and edit copy in order to communicate the client’s intended message in a clear and effective manner. I genuinely care about my clients, adhere to deadlines and ensure that my passion for my work shows in everything I do. Should you be interested in letting me help you get your message across, please contact me.” (Please note that this USP was the result of a marketing program found on the internet that assisted people in putting their USP together with a slight tweak by the writer who is still looking at knocking her USP into shape. It is NOT an example of her finished writing.)
Following are some of the ideas I gave in response for her to consider what her main strengths are:
Unfortunately I still don’t really get what makes you so different/unique here… I am also a copy editor and writer with more than 20 years experience. It’s a case of “so what”, we are actually a dime a dozen these days. You’ve got to hook people into coming to you and not wanting to go anywhere else.
My USP is being able to write and edit copy with a more technical bent and make it simple, logical, and easy for the specifically intended audience to read. I have more than a decade’s experience writing documentation for heavy industry and another decade’s experience as a journalist, public relations writer, newspaper sub-editor and publisher.
There are a couple of points about this:
1. Hone in on specialist skills that you may have that set you apart from others. Eg. I most certainly handle more general writing, but I have a unique, and quite rare, skill set in the combination of technica/business knowledge with the writing. Unfortunately any really specialist/hot skills you may have did not come through at all which is a pity as this is the most important part.
2. What do you do well? CVs? Doctoral thesis? Press release campaigns? Marketing materials? Copy writing for advertising?
3. What do you really enjoy doing? What is your favourite type of work? Mine is doing press release campaigns, SEO’d website content and general publicity material or articles for engineering, IT, technical, and manufacturing companies. I just love finding out about different industries and business models.
4. Add what the client can expect from you. I think you have done well with this component. “communicate… clearly” “adhere to deadlines”.
5. What does your background have to offer? Do you have a degree in English? Have you had experience in an ad agency or copy editing for a publication? Have you got a strong background in the publishing industry?
6. On a more general note; is there anything that makes your business more attractive? This could be something as simple as being the only business of your type in the near vicinity. Your ‘passion’ is a plus here. Do keep that in.
All of these things go towards pinpointing what is special/unique about what you have to offer. Be very clear in your own mind about what your strong points are.
© Ann Williams
Topics: Branding, Corporate Identity, Strategy |
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