Hum-drum or Top of Mind?

Unique Selling Proposition or Differentiation

We all know that our lives are continually blasted with noise. Not just the street honking or siren blasting kind. But the buy me because I am the best and shiniest item available and you want me kind.

A previous strategy session with a colleague uncovered that yes, as consultants we all have a USP simply by default. Simply bringing ourselves to the table brings our unique qualities and experiences with us.

Call it What You Will But How Is Your Bar Higher Than Your Competitors?

However any consultant can say they are results driven, have passion for their chosen profession, and/or have super human insight.

What does differentiation really look like? Can it be bottled or is there a formula.

I hit the Google research trail and discovered that I was attracted to sites that were not the same old patter. I was driven to sites that were discussing and proving that new ideas and systems worked.

Not Wowed by My First Result

My first hit: Was a stock zine type article. It didn’t wow me and I questioned the credibility because the points made were not substantiated. This article has no oomph factor, nothing that grabs me to want to pick up the telephone and hire him/her.

Yes, I am attracted to the initial eye candy, but I want it to be substantiated.

Wowed by My Second Result

Here’s what I’m talking about: Information Highwayman

D Bnonn Tennant claims – A unique selling proposition doesn’t have to be unique to you. It just has to be unique to your ideal prospect.

Bnonn substantiates his assertion with an example of success from a credible source: In his book Scientific Advertising, Claude Hopkins…

Bnonn describes himself as: The dashing & debonair word-wrangler, serif-slinger & all-around scoundrel D Bnonn Tennant—Ace Copywriter & Attention-Thief for hire. How cool is that – Attention Thief for hire. Those words grabbed me!

After scouring his website I have decided I would indeed hire him. Why? He stands out from the crowd and has credibility. He claims to be a brilliant copywriter. I didn’t find any errors.

He says that he is a word wrangler and I found his copy eloquent. And yes, I detected the scoundrel.

How do you stand out from the crowd?

Tags: Competition, Competitors, Differentiation, presentation, Unique Selling Proposition, USP