No brand operates in competitive isolation. There’s always at least one other business meeting the same need. What makes you different?
What sets you apart is your UVP (unique value proposition) or USP (unique selling point). And as a testament to just how difficult it is to be original, this post is itself entirely authentic. No lessons taken from other writers. No thoughts from other sources. 100% unique.
Unique Selling Point Definition: Benefits vs. Features
Resist the temptation to set yourself apart on technical differences. Your focus should be on benefits over features. What are the emotional differences you are offering your audience?
Are you keeping them safer, or giving them peace of mind? Perhaps your lightening their load, allowing them to spend more precious time with loved ones?
No matter what it is that you are communicating – be it a campaign, event or new product launch – this is the nub of how to communicate your offering uniquely, even in a crowded market space.
Unique Selling Point Ideas: Think Outside The Box
Knowing where to start identifying and communicating the benefits of your offering requires an authentic approach in itself.
Set aside time for you and/or your team to practice some genuine ‘blue sky thinking’ with coloured pens, post-it notes and flip chart paper.
The trick to is keep all ideas on the table until everybody has had a chance to freely share their thoughts. Removing limits from the creative process can tease out some of the best ideas.
Start your thinking about your journey under 3 key headings: your goal, your audience and your message.
1. Your goal
Whatever you are trying to communicate must have an end game. Selling tickets to an event or booking consultancy sessions, your goal is everything, and will in turn determine your call-to-action and success.
2. Your audience
You know what you want to achieve, but who is going to help you achieve it? Where do they reside and communicate? How are you going to reach them?
3. Your message
This is where the benefits of your offering really come into play. Come up with a strong one or two sentence message, finished with a clear, concise and urgent call-to-action, “Book Now.”
Seek Inspiration, But Don’t Copy
Some of the best campaign ideas I’ve come up with have originated in songs, photographs or videos – many of which have been produced by other brands.
The key thing with inspiration is to adopt and adapt elements from previous creative endeavors, not plagiarise entire concepts. This might be a certain style of photography, particular lighting or unusual colour palette.
Inhabit the mindspace of your target audience when mood-boarding. By gathering a variety of components from previous works that have previously resonated, you are creating something truly original and likely to succeed.
Sharing Your Creative Vision
Once you are sure of your message and creative vision, execution is key. Be sure to fully articulate what it is you are setting out to achieve and how you want to achieve it with all your suppliers, be they videographers, photographers, copywriters, set designers or stylists.
Set out a clear brief that details your goal, audience and message. This will help set the scene for the entire team, which is especially important in large production work. Otherwise the whole concept falls down, you (the client) is left dissatisfied and the audience is none the wiser.
If you need help setting out your creative vision by taking an original approach, get in touch.