Your Unique Selling Proposition

2. Your USP: Unique Selling Proposition

When businesses put together a selling strategy around one of their products, one question they ask themselves is, “What’s our unique selling proposition?” In other words, what is unique about our product that could appeal to consumers? Even in a market that is saturated with similar types of products, businesses need to find their unique selling propostion, because it is what sets them apart from the rest.

To do this, you must know yourself very well; know who you really are and what you have to offer. Here are some questions and things you might want to consider if you haven’t already: What is your product? Your product is you! That’s your baby. You need to know how to market it, how to create and market your brand, how to protect it. If you don’t, you’d better find out; otherwise, you will be just like the thousands of other actors out there trying to get noticed.

What's Your Type?

What about you? What is your type? Do you know? Who are the producers, directors, casting directors, agents who cater to your type? Could you be interesting for them? If so, why? Evaluate yourself: your strengths (your strong points as an individual), weaknesses (things you need to improve on), opportunities (things that now would be a great time to start or try and accomplish) and threats (things that if you don’t fix or do something about them immediately, they will prohibit you from continuing on your path to success). If you haven’t already done so, go to the Vision page of this website. There you will find the SWOT analysis the SWOT analysis. Do it!

This is all about taking stock of your present situation, of your starting point, of the resources and of the situation that you find yourself with at the beginning of your mission to achieve your goal. Don’t get ahead of yourself. This is not an exercise in trying to find solutions to your weaknesses. That comes later. Simply list the things in all four of those areas. And that’s it. It’s a snapshot of the moment, which becomes a point of reference for the next steps of setting up your plan. This fits in with the concept of differentiation.

Nobody Does It Like You!



I once took a seminar at the Learning Annex in New York that was about how to become a seminar leader. The speaker said that we had to become an expert at something. One lady raised her hand and said that she has a subject that she is very knowledgeable about but someone was already offering seminars in that area. The speaker responded, “So what!” No one will do it like you.

For my consulting and training business, my unique selling proposition is that my seminars and presentations are very different, innovative, and entertaining, which makes them memorable. The name of my company is perfectly in line with that: JOLTEN Educational Events and Entertainment. “Jolt” is what I give my audiences when they see me speak, and “EN” stands for “entertainment.”

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