Unique Selling Proposition

Theme song: I shall not be moved

I grew up with this Mississippi John Hurt song and I consider it a privilege just to hear it -- not only because it is a great song but because the song and singer embody so much of American history.

I love the song because it is gentle, strong, sweet -- and sure.

I hope that you enjoy, it, too.

It reminds me of today's topic -- the unique selling proposition (USP) -- because it conveys such intense focus.

A Short, Sweet Story

Let me tell you a very short and very sweet story:

One day, oh so long ago, I was being interviewed for a college scholarship and, at the very end of the interview, one of the interviewers asked me, "Why should we give you, and not another student, this scholarship?"

As I answered the question it became a surreal moment in which I knew I was clinching the deal. I said, and I meant it from the bottom of my little teen-aged heart, "Because I love learning and I truly care about education."

Yes! I did get the scholarship and I do love learning and I truly, to this day, care about education.

A USP is, of course, that one thing that makes you -- or your business -- special enough that a customer should chose you -- and no one else -- as their product or service provider.

Mississippi John Hurt's USP is that he is going to Heaven. He shall not be moved. He is sanctified and holy.

Dang!

It begs the question:

What's mine? What is truly unique about me? When you think about 7 billion people roaming this planet is there anything about me that can be considered unique -- let alone special?

I mean, besides my fingerprint.

Something that makes you want to buy?

This is such a hard question!

Business coaches strongly recommend against competing, for instance, on price because anyone can undercut the competition or change their prices on the price sheet.

They do, however, recommend "customer service" as a USP and, in this day and age, it is, if not truly unique, at least rare.

All capitalism aside, I think the average person truly does care about love and connection -- which is, in effect, what customer service is -- more than they care about money.

In any case, maybe I have a little tendency to be too literal.

Maybe I shouldn't be thinking "unique" but something more realistic like "hard to find."

A Unique Gift

Here's another take on it:

Have you ever heard anyone say, "Each of us has a unique gift to share with the world"?

When I hear that, it seems true.

But how do you wrap up your gift in a sentence or two when it seems that our lives are our gifts and so they are not given -- fully -- until we are done giving (and you must know what that means)?

You just have to be gentle, strong, sweet and sure -- like Mississippi John Hurt.

Take your stand and live it.

My USP

I know you were dying to find out, so here's my USP:

I have integrity. And on that point I shall not be moved.

Now wouldn't you prefer to buy my solution rather than the cheaper solution with little or no integrity?

Your Turn

What is your unique selling proposition? Aw, c'mon. Don't be shy. If Mississippi and I can do it, so can you!