Years ago I became quite attached to the idea of identifying UPBs (Unique Perceived Benefits). I prefered this approach of looking at the provision of services from the client’s viewpoint rather than trying to identify a USP (Unique Selling Proposition).
More recently though I have realised that it is all but impossible for any of us to provide our services in a ‘unique’ way. How many professionals offer any element of their service in a way that is like no other? More often I have noted that claims of USPs are all too similar. I believe that most prospective clients dismiss them as simple marketing puff. This may also mean that such claims have a negative impact.
I believe that there are other ways in which we can each distinguish our services so that they STAND OUT in a positive way. This is often a pre-requisite if we want to be remembered, referred and recommended to the type of clients we want, to do the work we enjoy and for which we get paid the fees we deserve. I have touched on such ideas in other blog posts here as well as in my ebook.
In my talk about ‘How to STAND OUT’ I explain that there are two key ways in which you can do this. One is focused around your core business messages, marketing and branding. The other around the quality and power of the conversations that you have.
I am indebted to my friend, Alan Stevens, for reminding me recently that though our services may not be unique, we are all individually unique. Sometimes for good, sometimes for bad. In ‘The MediaCoach‘, his free weekly ezine, Alan noted that:
There are millions of social media postings every day. Many of them repeat the same old stuff, often about how to be a better person or “dos and don’ts” for some endeavour or other. Some of them are very good, but most of them are not. The ones that I read and enjoy most are those that stand out from the crowd by having a unique, personal point of view. I may not always agree with the poster, but I’m always interested to read what they say.
Many posters seem to want to be someone else. They copy styles, ideas, and often even entire posts from experts they admire. Alas, no-one is going to be interested in recycled ideas. They want the real thing. To be a successful poster, I suggest you focus on your uniqueness (and don’t tell me you aren’t unique, because there is obviously no-one else like you).
In short, express your views, even if they are out of line with the mainstream (especially if they are out of line). Try to back up your views with evidence, otherwise they can just become a rant (a statement for which you have no evidence at all). Be controversial. Be yourself. Be unique.
I agree. Do you?