First off, let me say this. USP as a strategy is way overrated.
USP=Unique Selling Proposition in case you didn’t know.
Sure, it sounds cool when someone mentions it at some photography workshop when speaking on photography marketing.
But it makes little sense.
The best comparison that comes to mind is the overused term “commitment” in a relationship.
As if commitment is something you pursue. And chase after.
Truth is, it’s something that occurs organically, as a natural by-product because of your beliefs, discipline (think grown up), your actions and because overall, in spite of any flaws, you like the other person.
And you WANT to be with them. It’s organic.
You don’t go get a USP and then push it onto your clients.
It’s something that reveals itself because you work at creating great offers and at building a great following for your photographic services.
Which leads me to the bare bones essence of any promotion. ( A promotion has at it’s core the essence of your USP….this is also known as “brand”. In other words, what do your clients and prospects feel, know, understand and get about you and your service?)
Here it is in a nutshell:
*Your list is 50% what makes an offer work. In other words, WHO you pitch your offer to matters….a lot!
*The offer makes up 30%
*The copy, the “message/offer”, makes up 20%
Notice nothing about having a USP? Notice the numero uno item that rocks this?
Your past clients. And, more importantly, your relationship to them.
And that my friend, you can take to the bank.
A USP is about as valuable as a mile high stack of worthless penny stocks.
So, here goes…..
3 warning signs your Unique Selling Proposition has tubes up its nose and is being kept alive by a machine:
1) You wrack your brain for hours trying to create offers for your photography business and nothing works.
2) The cost of advertising goes up and up. Like a patient in a coma, you wonder if you should just pull the plug.
3) You worry way too much about competitors. One or two rivals really get under your skin. You agonize over a few key competitors and spend way too much time thinking about them.
Listen. These are merely symptoms.
And they mean something much deeper is going on.
What you need to do is fix the owner of the business.
Fix the boss, fix the business.
You don’t need another USP. What you need is a complete medical and marketing overhaul.
One of the best strategies for health, wealth and prosperity is learning from others who been there, ‘dun dat.
And it’s why we created a place where many photographers go to access some of most effective, tested, proven and street level smart advice on marketing, shooting and success.
It’s called NoBs Photo Success Inc™
If you have the passion, the desire and drive to grow your photography business, and are open to advice that makes sense, then this could be just the prescription the doctor ordered.
Robert N. Provencher – Your Master Coach Marketer
“If you want to be a profitable and successful photographer, then study profitable and successful photographers.”
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