Stand out in the market: Defining your unique selling point
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Posted: Tue 12th Nov 2024
We all possess unique skills, talents and experiences that set us apart, yet conveying this value to potential employers or clients is often easier said than done. One thank-you note encapsulated it for me.
A question I constantly revisit is: What is my unique selling point (USP)? How do I convey the blend of industry expertise and people skills I bring? It’s always a challenge to fully capture your value until you’re in the thick of a new role, making a tangible difference.
In pondering this, I look at all the incredible thank-you notes and recommendations I’ve been fortunate to receive over the years. They remind me of the connections I’ve made and the positive influence I’ve had.
One such note from my last contract struck a chord with me recently. It even brought tears to my eyes. It beautifully encapsulates everything I strive to contribute to any business or team I join:
“Working alongside you has been an incredible journey. Your dedication, passion, and unwavering commitment have inspired me to strive for excellence every day. Your unique perspective and innovative ideas have enriched our projects and made our team stronger. As you move on to new challenges, know that you leave behind a better workplace because of your presence.
"You will be deeply missed. Your positive energy, kindness, and ability to bring out the best in others have left an indelible mark. The camaraderie we shared during random calls and brainstorming sessions will be cherished memories.
"Personally, I want to express my gratitude for the impact you've had on me. Your mentorship, encouragement, and constructive feedback have helped me grow both professionally and personally. You've challenged me to think differently, push my boundaries, and strive for excellence. For that, I am truly thankful.
"Thank you for being an inspiration and a true role model. Wishing you all the best in your future endeavours. Please do keep in touch!”
This message perfectly captures what I aim to bring to every organisation I join: a dedication to excellence, an innovative mindset and the ability to inspire and uplift others.
Now it’s your turn
Define your unique selling point (USP)
Think for a moment about your unique value. Defining your USP is crucial in the professional sphere and every interaction where you aim to make an impact.
Why is your USP important?
Your USP is the distinct combination of skills, experiences and qualities that set you apart. It’s not just what you do, it’s how you do it and more importantly, why you do it.
Your USP should reflect your passion, the unique perspective you bring to your work and the impact you can make.
Whether you’re an entrepreneur, a job seeker or a freelancer, clearly articulating your USP gives you a competitive edge. It can open doors to new opportunities, help you build meaningful relationships and enable you to position yourself as a leader in your field.
VIDEO: Discovering why your small business is unique
In this webinar, entrepreneur Letitia Kapuscinska explains how to unlock your business's distinctive potential:
How do you define it?
Here’s a guide to help you get started on defining and honing your USP:
1. Self-reflection – ask yourself
What skills or experiences do I have that others may not?
How do I uniquely approach problems or projects?
What feedback have I received from colleagues or clients that highlights my strengths?
2. Identify your strengths
Look back at past accomplishments. What are you most proud of?
Consider the traits or skills others frequently compliment you, these could be hidden gems in your USP
3. Understand your audience
Consider the needs of the people or organisations you want to connect with. What challenges are they facing? How can you help them overcome those challenges in a way no one else can?
4. Craft your message
Once you have a clear idea of your USP, practice articulating it concisely and impactfully. Remember, your USP should be memorable and easily understood.
5. Show, don’t just tell
Back up your claims with evidence. Use examples of how your skills and strengths have positively impacted others. Personal stories or case studies can make your USP more relatable and credible.
6. Leverage your USP to unlock new opportunities
Now that you've defined your USP, it’s time to use it. Integrate it into your branding, whether on your resume, LinkedIn profile, website or during conversations with potential clients or employers. Your USP is not just a static statement, it’s a living, evolving part of how you engage with the world.
7. Reflect on your USP
Take a moment to reflect on your unique selling points. What skills, experiences or qualities make you stand out? Consider writing them down and practising effectively conveying these attributes to potential clients or employers.
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