If I say Pisa, you say tower. Or at least I can guarantee that for 90% of people, the Leaning Tower of Pisa is the first thing that comes to mind.
Located in Tuscany, Italy, the city of Pisa is renowned for this famous landmark that draws millions of visitors a year, and there’s seemingly not a lot else to do here for the average tourist.
But if you care to dig a little more, you’ll actually find bustling streets, a renowned university, many churches to venture into and even several palaces.
Stroll along the riverside, be amused at the many mopeds all competing to take from the traffic lights the fastest, and lose yourself in car free streets while eating gelato.
In this video, I show you a few of these things, and of course take you to the site of the tower, so that you can make fun of the tourists who have been trying for years to unsuccessfully prop up the tower by posing with it.
I also show you exactly what 30 euros can get you accommodation wise in this city and how you can go about getting the same deal.
The real business lesson here though is that Pisa has done an incredible job of using it’s unique selling proposition (USP), even if it’s a crooked tower, to remarkable effect.
And it begs the question, what is the one thing that makes you stand out from the crowds, and ensures you attract fans and repeat business to every year? It’s your Unique Selling Proposition.
Definition of Unique Selling Proposition
Urban Dictionary had a few definitions for this, one of which was
Example: “I can see that womens USP through her shorts”
That’s not really what I’m getting at here, so let’s go with:
Unique Selling Proposition:
Example: “In marketing (esp) USP is the one that decides whether you score over your competitors or not.”
My Definition of USP
I actually like to think of this as your Unique Special Proposition, or perhaps your Ultimate Sales Pitch. It’s the statement that tells people exactly what sets you apart from your industry competitors. It leaves them no room for confusion as to what you do and why that matters.
How do you develop your USP
I’m a fan of Mark McGuiness’s worksheet for developing yours (and his work in general). So I highly recommend you take a look at his great way to break it down.
Mark suggests getting at least two answers to all of the questions below. Firstly, answer them yourself.
Secondly, get someone who knows you and your work well to answer them –your customers, colleagues or friends. That’s where you come in.
This is because a USP is about other people’s perceptions of you. What makes you remarkable in their eyes may not be obvious to you:
1. What are you better at than anyone else?
2. What do you enjoy doing the most?
3. What do (or could) you provide that no one else is providing?
4. What annoys people the most about your industry?
5. What is remarkable about you?
6. Do you have an unusual combination of elements?
7. Do you have a big personality?
8. Write a USP statement using this format:
I am unique and different because I provide [USP], which no one else in my field provides. No one else can or will provide this because [insert reason].
So write down your USP statement in the comments below, be bold, back yourself and stand out from the crowd today!