Your USP … What is it and why does it matter?
Unique selling proposition. Unique selling point. Uniqueness factor. Unique perceived benefit. Competitive advantage. Point of difference. Value proposition.
I could keep going, but I won’t bore you. There are 101 ways to answer the question, “What makes you different?” But you should find the answer that is most important to your clients and use that. Because that difference, that advantage, is your unique selling proposition.
Your USP matters because you’re a photographer and you work in a saturated market. You need to know, first and foremost, what makes you different from the photographer down the street and then use that to market yourself to stand out from your competition.
And not just in subtle ways. You need to lead with the benefit. Ima say it louder for the people in the back: LEAD WITH THE BENEFIT PEOPLE GET FROM WORKING WITH YOU!
If you don’t know what that is, do I have a podcast for you … In this episode of Six Figure Photography, me and host Ben Hartley talk a lot about how to find that differentiating factor. We give advice on the questions you should ask, who you should ask, and how to infuse your copy with the answers you get.
A sneak peek: in this episode, I tell you to talk to your past clients. Because the words they use to describe you are the best place to start when you write anything for your business.
Listen for words that come up over and over again when people talk about the experience of working with you. Then use those words in the headlines on your website pages. They should be sprinkled throughout your Instagram captions. They should be in the opening and closing paragraphs of your inquiry responses.
I never encourage people to be braggy, but I will always tell my clients that it’s their job to remind people that they are great to work with. No one can market your business for you. You’ve got to show people over and over that you’re the one for them, building reassurance and trust with every word you use.
This episode is a great place to start if you need to figure out what makes you different.
All The Details
To listen to this episode on your computer, go here.
What else you’ll learn:
– My favorite breakfast food
– Where I got the name Green Chair Stories
– The unlikely person you can use as a warm-up interview
– The four specific questions you can ask past clients.
Thank you Ben and Six Figure Photography for having me! I was so intimidated to do this interview as I know it’s one of the most popular photography podcasts out there. But you made the process so easy and fun—I so appreciate you introducing me to your wonderful audience!