Large companies talk about unique selling points (USP) like bread with added nutrients or moisturizer that also protects against UV rays and evens out your skin tone. As master marketer Don Draper points out on Mad Men, USPs don't actually have to be unique so long as the competitors aren't already playing them up. (For those who haven't seen the episode, Don has to figure out how to sell cigarettes without making health claims and he concocts the tagline, "it's toasted." Even though all cigarettes are toasted, Don's client is the first company to proclaim it in their advertising. Not that I condone smoking, but he has a point.)
Freelancers can also benefit from finding a unique selling point that differentiates them from the competition. It could be the fact that you spent a decade working as a lawyer, so you understand complex legal concepts but you're able to translate them into laymen's terms. Maybe it's your ability to write compelling copy for a specific niche audience like Hispanic consumers or Baby Boomers or tweens. Or your willingness to turn around lengthy feature articles in a few days because you're a fast researcher and writer who doesn't require much sleep (this sounds silly, but I do know a successful freelancer who positions herself this way and editors love being able to call her with a last minute assignment if another writer bails or they unexpectedly need more content). It could be related to your area of specialization. Or not.
I admit I'm still figuring out my unique selling point, but I think it's a combination of my willingness to turn around copy quickly and my chameleonic ability to adapt to the company's voice. I can do short, sassy retail copy. Or tug at the heartstrings with a fundraising appeal for a nonprofit. Or write in the style of a straight news story. And I can do it within a few days, sometimes just a few hours.
What's your unique selling point? Why should clients or editors hire you? These are questions that every freelancer needs to think about, so I invite you to share your thoughts or solicit feedback on your own USP in the comments.
Wednesday, December 2, 2009
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10 comments:
Susan,
Are you waiting for a package? I can't help but notice the first sentence "... unique selling points (UPS)" and then two subsequent references to UPS. :)
Mark
@Mark: Good point! I have had to wait around for UPS and USPS a few times recently, so that must be it (or I'm too quick to click publish). Either way, it should be all fixed now!
This is a great--and, for me, very timely--topic, Susan. My goal is to refine my USP for the new year, but I'm still working on it. In general, clients (new and old) turn to me for copy that snaps no matter how dry the subject. Example: writing zippy content for a high tech firm marketing to the chemicals manufacturing market.
I got a much sought-after paid internship at a national magazine in grad school because I not only knew how to write, I also knew how to film and edit videotape as well as how to use Adobe Photoshop. Being well rounded works.
@Jesaka and Mimi: I those are both very valid USPs. In fact, in last night's freelance writing course, I mentioned to my students that having the skills to shoot digital photos or video or create podcasts can really give them a competitive advantage (or at the very least, if they can create a partnership with someone who has those skills).
One of my USPs is that I turn in extremely clean copy. I also freelance as a copyeditor, so I make extra sure that my work is spic and span for grammar, punctuation, etc. I am also trying to position myself as the person who can put into words what you know but don't know how to say. I've had a couple of clients mention this as something I'm good at, so I'm trying to play up on it. Another USP that I haven't really exploited yet is my technical background - I have two engineering degrees and so could write for a tech company and translate to language for a layperson.
I make it to your blog about once a year (my bad) to say thank you for wonderful posts and having a great blog!! I want you to know I subscribe via email and am a faithful reader. I am featuring this post with a link to you on my blog later tonight!!
Happy Holidays!!!
MarZel
www.theplayoflightandshadow.blogspot.com
Hmm, well, I'm pretty sure my best angle at a unique selling point is my neuroscience expertise -- it has helped me carve out a niche for my blog. On a related note, do you have advice for freelancers with specialized knowledge? I've been thinking a bit about science related freelancing. How would your approach differ in that case, or would it be similar?
@Livia: I agree! Your expertise as a neuroscientist is a real differentiator. In terms of advice, you could use your expertise to explain complex scientific concepts to a lay audience or you could use that knowledge to secure assignments in more scholarly or niche markets. Or do a combination of both. I don't know much about writing for scientific or scholarly publications, but I think the same rules about researching the publication and making nice with the editor would still apply.
Humm... since I'm a newbie (thought it should not be an excuse), I must have more thoughts on this. I specially write on writing, green living, and weddings topics, but I don't think that's a USP. I have had my various kinds of writing published (article, essay, short story, poem) -- is that a USP?
Anyway, thanks for this motivating post, Susan. Makes me think harder, and I like that :)
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