One of the questions I ask clients when I’m creating a marketing plan or copy for them is, “What’s your product’s USP?” (In case you don’t know, USP stands for “unique selling proposition”)
What sets your product apart from your competitors? Why should customers buy from you and not the next competitor?
If you’re a freelancer, your service is a product. And to market your service effectively, you need a USP as well.
Why Do Freelancers Need A USP?
Your USP makes you stand out from your competition. It’s what makes a client hire you and not the cheaper writer, designer, VA or other service provider.
In fact, entrepreneurs say that when you have an effective USP, you annihilate competition altogether. After all, if you’re truly unique, then there’s only one you. You’re the only one who can possibly deliver what the client wants.
And therefore, you can dictate your price and they’ll still buy.
As one of my favorite freelancing bloggers, Laura Spencer of FreelanceFolder.com, said:
It’s more important now than ever to differentiate your freelancing business from other freelancing businesses. Differentiating your business is the key to winning clients from competitors.
What Goes In a Freelancer’s USP?
I consider my USP to be the intersection of what my target clients want and what I am able to provide. It’s where the market’s demand and the services I offer meet.
I didn’t really craft a USP when I began freelancing, in the same way that I didn’t have a clear idea of who my ideal clients were (shocking, I know). But as I formed a clearer idea of whom I wanted to work with, and gained more confidence in what I have to offer, my USP took on a clearer form.
A USP is often made up of many factors. For freelancers, a USP should include (Note: The examples are purely imaginary and the result of caffeine, not based on real life):
- your experience or story (“I have 12 years of project management experience”)
- your service (“I can write your eBook AND create the ecover as well”)
- your work ethic (“Done in 24 hours”)
- your offer (“Your sales page will have a 5% conversion rate or I’ll give your money back”)
My USP is still a work in progress. I’m continually refining, reinventing and polishing my USP.
And just in case you happen to also be a copywriter, no, I’m not sharing my USP here 
What About You?
But do tell: Do YOU have a USP? If so, how did you come up with it? What elements did you take into consideration to determine what makes you unique. And, most importantly, has your USP been working for you?
PS: We’re talking about how to craft your USP in the next cost-free, pitch-free Savvy Freelancer webinar on Thursday, September 24, 2009, 9 PM (EST). If you’re interested, sign up here:
I’ve been trying to come up with one myself. I know that I can usually do writing pretty quickly and effectively. And that I’m pretty good at writing in a natural, personal tone. But I’m not sure if that’s quite enough to stand out. What do you think?
And do you think that a person can be the usp, not just their services? Just a thought.
Thanks for this post, I’m going to have to think on this one.
.-= Chris Anderson´s last blog ..Are You Keeping Track of Your Progress and Accomplishments? =-.
Hey there, Chris!
The person is definitely part of the USP. In fact, your personality, background, experience, etc., form part of your USP.
But, unless you’ve achieved rock star status, I’m afraid being you won’ be enough of a USP to land clients.
Join us at the webinar, Chris, and we’ll discuss this USP concept in more depth.
Unfortunately I can’t attend. In my current position I’m not able to catch webinars in the evenings. Thank you anyways, I would have love to come though. Don’t suppose I’d be lucky enough for you to be recording it?
.-= Chris Anderson´s last blog ..Everyone Has a Choice To Make Their Life What They Want =-.
Of course, I’ll be recording the webinar, Chris! So sign up even if you can’t make it live, so you’ll be sure to get the link to the recording. You can play it online or save it on your computer.
Excellent, you rock! I’m signed up and eagerly waiting
.-= Chris Anderson´s last blog ..Everyone Has a Choice To Make Their Life What They Want =-.
Not long after I started out, I was having trouble figuring out my USP. In a conversation with marketer Kelly McCausey, I mentioned it was hard to pin my USP down, because my clients were all over the map, from all walks of life.
We narrowed it down to the common denominator: They all come to me to have information products and sales letters written. So that’s my USP – I specialize in writing information products and sales letters. I’ve dropped all other forms of copywriting, and specializing is working much better for me.
.-= Marya Miller´s last blog ..Moms Working From Home Beware =-.
Awesome, Marya! Isn’t Kelly McCausey one smart businesswoman? Focusing on one or two specific services is one way to craft a USP. And you’re right, specialization makes you a more profitable freelancer.
I’m still narrowing down my own USP and specialization. Another way to do it is to narrow down by industry or topic. That’s what I’m considering right now.
[...] The answer is not to work for half a peanut. The answer is to position and market your services more effectively by having a Unique Selling Proposition (USP). Yes, just like a consumer product, freelancers need a USP. [...]
I’m curious. Where on earth do you use your USP? How do your clients find out what’s unique about you?