It’s because you are special

Today, we are going to talk about money—specifically, how you can make more of it. But first, a question and a little audience participation. Why do people buy your products or services or buy into your programs in the first place?

Raise your hand if you think it’s because they consider yours to be a good product, service or program.

OK, that’s pretty well most of you. Now, how many of you think it’s because you have something special to offer? Not quite as many. (I was kidding about the hand thing—put it down, this is an article!)

Well, here’s what we think: those special little things you bring to the table are the only reasons people hire you. You may not know it and your client may not even realize it, but you were hired because of your—prepare all stations for incoming marketing term!—Unique Selling Propositions, or USPs.

Any marketing book will tell you that you need a USP, but what they don’t tell you is that even if you haven’t articulated one, people won’t hire you until they see at least one they like. Maybe it was your reputation. Or your prices. Or you expertise. Or your money-back guarantee. Maybe they just like you. Whatever it is, that is why they are hiring you.

If people are going to choose you because of your USPs, why make them work to find them? Get them out front! Wear them on your sleeve (OK, your letterhead and quote forms). Mention them every chance you get!

For example, we have three USPs. First, a no-risk guarantee for all writing services. If we fail to deliver the product they expect, clients don’t pay. Very simple. This takes away the biggest obstacle the buyer faces: risk.

Second, we are not just marketers. We are safety/pressure valves. I take those nasty but critical marketing assignments off their desks allowing them to increase sales (or products and services) or participation (in programs) while giving them more time to do their real jobs of managing their businesses.

Third, we genuinely like our clients and we think we demonstrate that by letting them know that we want to help; that once they turn a project over to us, they don’t have to spend another moment worrying about it—it will get done and done well.
So, what’s your USP? Why should I buy from you over and above every other choice, including doing nothing?