How to Determine Your USP - Lesson 2: Write Your USP

Step Two: Write Your USP

By now you should have a very good idea of how your work is different from anyone else’s and why people should buy from YOU. Now it’s time to put this into words. Keep in mind that as much as possible, you want to give people a tangible benefit. Here are some examples of why someone should buy from you:

They will be perceived as being more intelligent.
They will be perceived as having good taste.
They will be perceived as being well traveled.
It will remind them of where they have traveled.
They will receive a print or copy of your very latest work.
They will receive free framing and delivery.
They will receive a coupon good for 50% off of their next purchase.
They will receive a subscription to a free newsletter along with a CD portfolio.

Based on this kind of information (you will determine your own unique benefits), your USP might read something like this:

“With its creative use of color and incredible attention to detail, an original Sara Mathewson watercolor in your home will cause all of your friends to envy your good taste.”

or

“Purchase an original Sara Mathewson watercolor and receive a free subscription to her monthly newsletter and a CD of her greatest works along with the story behind each painting.”

Do you see how just these few simple words can make your customer much more eager to purchase your work compared to just seeing your painting hanging on a wall in a gallery?

When crafting your USP, be specific and make sure you fit it into one clear, concise sentence that packs a significant wallop. You want your potential customer to hear your USP and know exactly why they should do business with you.

In Lesson 3, I will go into even more depth on this process and I will share with you 10 ideas for generating a USP.

Chris O’Byrne
http://www.OnlineArtsMarketing.com/blog