Do You Have A USP? (or Why Should Clients Hire YOU?)

written by Alexis Rodrigo

One of the questions I ask clients when I’m creating a marketing plan or copy for them is, “What’s your product’s USP?” (In case you don’t know, USP stands for “unique selling proposition”)

What sets your product apart from your competitors? Why should customers buy from you and not the next competitor?

If you’re a freelancer, your service is a product. And to market your service effectively, you need a USP as well.

Why Do Freelancers Need A USP?
Your USP makes you stand out from your competition. It’s what makes a client hire you and not the cheaper writer, designer, VA or other service provider.

In fact, entrepreneurs say that when you have an effective USP, you annihilate competition altogether. After all, if you’re truly unique, then there’s only one you. You’re the only one who can possibly deliver what the client wants.

And therefore, you can dictate your price and they’ll still buy.

As one of my favorite freelancing bloggers, Laura Spencer of FreelanceFolder.com, said:

"It’s more important now than ever to differentiate your freelancing business from other freelancing businesses. Differentiating your business is the key to winning clients from competitors."

What Goes In a Freelancer’s USP?
I consider my USP to be the intersection of what my target clients want and what I am able to provide. It’s where the market’s demand and the services I offer meet.

I didn’t really craft a USP when I began freelancing, in the same way that I didn’t have a clear idea of who my ideal clients were (shocking, I know). But as I formed a clearer idea of whom I wanted to work with, and gained more confidence in what I have to offer, my USP took on a clearer form.

A USP is often made up of many factors. For freelancers, a USP should include (Note: The examples are purely imaginary and the result of caffeine, not based on real life):

• Your experience or story ("I have 12 years of project management experience")
• Your service ("I can write your eBook AND create the eCover as well")
• Your work ethic ("Done in 24 hours")
• Your offer ("Your sales page will have a 5% conversion rate or I'll give your money back")

My USP is still a work in progress. I'm continually refining, reinventing and polishing my USP.

And just in case you happen to also be a copywriter, no, I’m not sharing my USP here.

What About You?
But do tell: Do YOU have a USP? If so, how did you come up with it? What elements did you take into consideration to determine what makes you unique. And, most importantly, has your USP been working for you?

TheSavvyFreelancer.com was created by Alexis Rodrigo, a freelance copywriter and Internet marketer. Before freelancing, Lexi worked in the United Nations for over 10 years. Now Lexi is living her dream of being home for her family while pursuing her professional goals.

Retrieved on 28^th September 2009 from http://www.thesavvyfreelancer.com/management/open-thread-has-a-client-ever-stiffed-you