A question about Beth Jones' USP article

Concerning Biznik's USP: I did not join because of it; I was introduced to it by Molly Gordon in her newsletter, which I have subscribed to for long. However, after experiencing a few other business network websites, I have found that I am a participant and I can view profiles and send messages, without having to upgrade my membership. Biznik's message has sunk in after experience in that it does not suck. Back to the point of USP, one may be tempted to join Biznik on the strength of its USP, after experiencing a few websites that suck.

I'm confused about the difference between a USP and a tag line. Is a USP more specific than a tag line and basically a condensed version of your elevator speech?

isn't the whole point of branding to convey what makes you different?

I understand that you deliver your USP through your tag line and elevator speech and any other written material, audio or video you have for marketing. A tag line highlights your USP and the rest fill in details. I don't know if same day delivery from Seattle florist is Justin's tag line, but when the need arises, I'll certainly consider him. That is assuming I don't have a regular florist or one that I know otherwise.

Yes, Justin,

and the best ones take time to evolve - and some set fit sometimes. It's unique every time. A little story.

Way back when I was still working with Apple, a Friend sent me a concept developed at UC Berekley called "Rent a Geek" and told me to adapt it for Macworld" I thought Geek was not cool; so I changed it to Rent a Mentor and designed a human guide program for getting attendees around Mascone North and South. I brought it down to Macworld, distributed it to User groups members, Officers and a few people at Apple, No takers. Then 3 months later I get a call from the User Group Program Manager who told me Apple had kicked the Users Group Booth out of the Apple area. didn't know what to do, then saw and Rread my Rent a Mentor concept. IDG, the producer was starting an Internet Cafe. Could this program work?

I wrote an outline to create the Program. She decided to rename as Rent a Sherpa. IDG loved the idea, but didn't know what a Sherpa was. So they renames it the Users Group Guide Program. And that's what it was called when it Preimered at MacWorld NY in July.

So this more about Branding than USP, but I share this that there is not set of rules. There may be a set of questions you can ask or hire someone to ask you, but there real keys for my Businesses started with Nimbleland and the slogan 'Designing Ideas That Work.' As for Brake Director, the DVDs now say 'The Real One Hand Braking System.' Check out our business cards for long original.

Debbie - a USP is different than your tag line because it is the Golden Nugget that sets you apart from other businesses in your field. It helps if it can become your tag-line but it's not necessary. I help clients come up with their USP and VP (Value Proposition) and they are both very useful.

VP is the monetary value, either tangible or not that your clients get from using you as opposed to someone else.

I'll take Beth's example, Domino's. USP =Hot Pizza to your door in 30 minutes or less. VP= Or it's FREE.

For Biznik - here's what I gather their USP is: "Biznik offers a new way of networking. We refer to it as “radical self promotion” because it’s not your typical me-first-take-no-prisoners kind of self promotion."

The VP? "We emphasize collaboration over competition." The phrase "The tide lifts all boats" comes to mind.

This is the NEW way of indie business (well, maybe not so new, but it emphasizes it more so than in the past.) I know from experience, it is easy to slide into the Me-Me-Me way of networking - but networking is about Building Relationships.

And that is why Biznik is successful. We are all on here to meet new people, and build new relationships with like-minded indies. Collaboration is a huge way to succeed and we're encouraged to do it here.

Thanks for the clarification. Christian's examples with Domino's and Biznik were particularly helpful.

Mark - I'm twisting my own arm to come to your presentation!

I think unique in definition is "Unlike any other" but it also has the meaning of "Particularly remarkable, special or unusual." Also, it may not be Unique to you or me, because we are business people, but to a prospect, it can be.

What I try to do with my clients is get those couple of nuggets with a USP and VP, that we can use to get their message across.

More so, it's my mission to help people discover, "In what way is your product or service remarkable?" This is what we shine and polish, and ultimately use to set them apart.

Hey Mark,

I've had some of the same thoughts as you have regarding the all-important USP.

I even read somewhere (AWAI copywriting course, I think) that the USP doesn't even have to be that unique. Just something that others are not advertising. (Unique to your customers, not to the competitive landscape).

I think corporations do this well in their advertising. They sell not what actually makes them different, but what they have "laid claim to" in their promotional messages.

This whole USP thing can be overanalyzed, in my opinion. With our business, marketingyoursmallbiz.com, we have identified our niche, the solopreneur, and are attempting to differentiate ourselves by way of promoting an e-zine with practical, use-tomorrow strategies that don't require a huge marketing budget to implement. And branding ourselves as the down-to-earth people who don't value articles and research as much as real-world advice, well, we're hoping we'll eventually build value and attract our target market.

A very interesting discussion here.

I love the kinds of discussions that happen here! The term "branding" has gotten a bad name because we tend to think of the big companies who with their "image" campaigns.

But I think, for the solopreneur, it boils down to who you are, is the real you coming through, and is it someone your prospective customer can trust. It's figuring out what you do best (not necessarily differently), what promise you are making, and what your core values are, as a person and a business. And then communicating that message consistently.

I feel passionately about personal branding (have written an E-book, "The Solopreneur's Personal Branding Toolkit") and think it can be powerful when done right.

Mark, you summed it up with, "connect, be myself, get to know them and be vulnerable enough so they can get to know me."

Mark - yes, twisting is a good thing - I'd get to see Ms. Adrienne and hopefully Ms. Emma while at your presentation.

The other aspect of USP and VP, no mater what my beliefs or others, is dealing with the competition. I deal with a lot of Realtors and Mortgage brokers or Loan officers. THIS is a hugely competitive line of work. It is a saturated field, and I get the challenge of figuring out how these clients in particular can be one or two steps ahead of their competition.

I know competition is a word that we like to stay away from, but in certain lines of work, it is truly that.

What do you all think?

Judy - yes, I agree (Mark, you summed it up with, "connect, be myself, get to know them and be vulnerable enough so they can get to know me.")

To me this is the most fascinating aspect of branding:

Branding is storytelling. I love people's stories, whether it is a friend or a stranger who might become a friend. It helps solidify my knowledge that we are all in this crazy thing called life together and all have a story to tell. We do this in our personal lives, which is what Judy and Mark have both mentioned here. That is what connects us, what makes all of us so unique. (there's that word again!)

My job with my work is to get that story out of my client, bring it into the forefront, and find a way to tell that story with the many mediums we have available. Take, for example - Barack Obama. His story is so incredible! That story has been his brand, mixed with his values, his views and how he treats people, and there you are. The Obama brand.

Most people think that they can only have "branding" if they have the big bucks like Pepsi, Burger King or Starbucks. But - My opinion has always been that everyone, no matter what budget they have, can have an effective brand that works for them.

I had a realtor who I did a branding project with and it was incredible what we arrived at. Helping people "Create the Life You want to Live."

It has worked, and it expressed exactly what his mission in his business is - to help people buy investment properties and the financial stability to do whatever they wish in life, creating the life that they want to live.

Boy, I hear you, Christian. We are working on a marketing campaign now for a financial advisor. Same thing. A million of them around, or so it seems.

To me, the branding/USP becomes even more important. This client has already set himself apart as a kind of "business with a heart," involved in supporting all kinds of community causes. And that is a way to position him because, let's face it, they all have the technical skills to sell your house or close your loan or handle your investments.

But I think with the clients you mention above, the issue of trust is front and center. Who do we trust enough with the largest purchase most of us will ever make or to handle the money we are saving for our retirement? So, again, I think that personal branding is so very important.

Wow - sorry to miss all this lively discussion!

Mark - to address your original point - USPs can often come off as "me-me-me-centered." I think that is the most challenging part of defining your USP. You have to consider what YOU as a business person are offering, but you absolutely MUST look at it from the (potential) client's perspective.

I think one of the things that may have irked you with the original post was that I discussed two separate businesses. My primary line of work is a company who write books for businesses. We specialize in corporate histories and other "legacy-celebrating" books. Our target client is an older CEO, who's looking at what he (because it's so far always been a he) is leaving with the company other than stock valuations or training manuals.

Our USP is actually unique. As in one of a kind. There are other companies that specialize in corporate history or coffee table books, but we are the only company whose end product is an engaging read. We have diluted that to "we tell the stories" as our tagline - our USP is that business books we create are well researched, well produced, and a good read.

I hope that helps clarify the original thread. ~Beth

Mark - I agree that defining your target client / community / the perfect person to give you money is absolutely crucial to the success of a USP or any sort of brand statement.

You should never start talking until you know who you're talking to.

Cheers, Beth