Unique Selling Position (USP) – The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
• The Home Depot or Lowes
• Chrisette Michelle or Janelle Monae
• Pampers or Huggies
• Tanked or Fish Tank Kings
• Neet or Nair
• Staples or Office Depot
• Robin Thicke or Sam Smith
• Storage Wars or Storage Hunters
• Gatorade or Powerade
• CVS or Walgreens
How long did it take you to decide which of the competing brands listed above that you prefer? Why did you choose one over the other?
There are tens of thousands of people searching for the job of their dreams on any given day – apply, no response, apply, interview, and repeat. Many job hunters will have similar education, experiences, and skills as you do. The goal of your marketing documents – resume, cover letter, LinkedIn profile – is to help you stand out in a sea of candidates. You are also a brand! What is your unique selling position?
The process to clarifying your USP can be daunting and lengthy. Begin by viewing your credentials from the perspective of an employer then researching the competition (other similar companies and essential qualifications for similar positions). Lastly take time today to honestly answer the following questions.
1. What is one thing that makes you different from other professionals in your industry?
2. What specific experience uniquely qualifies you to do your job?
3. What are your 3 core values?
4. What are the last 2 ideas you implemented?
5. Where do you see yourself in 2 years?
Use the answers to these questions to update your resume, cover letter, and LinkedIn profile as well as to guide your interview preparation.
Nicki Sanders, The Packaged For Success Coach, is an experienced trainer, group facilitator, and program manager. She has packaged her Masters of Social Work degree and over 15 years of work experience into Packaged For Success, a training and professional development company. Packaged For Success provides career coaching to college students, entry-level job hunters, and experienced employees seeking a promotion. Packaged For Success also offers communication and productivity improvement training for employees and supervisors and provides consultation on building sustainable, impactful, socially responsible community programs.
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