What Is a Unique Selling Proposition?
A unique selling proposition (USP) is a tool to communicate the key factors that distinguish a product from its competition. A product’s USP plays a vital role in its sales and marketing.
For example, a loungewear company’s USP may be that it is woman-owned and uses organic cotton.
Why Does Your Book Need a Unique Selling Proposition?
Just like any other product, your book needs a unique selling proposition. Your book’s USP will differentiate it from the competition, making it stand out to readers/buyers. You’ll be able to use your USP to create targeting marketing and sales strategies that give your book a competitive edge.
Your unique selling proposition also contributes to your brand. When people think of you, what do you hope comes to mind?
How Do You Find Your Book’s Unique Selling Proposition?
A strong unique selling proposition lies somewhere between what your competitors are successfully doing and what customers want. Is your book filling a gap in the market? Why would a reader want to read your book instead of a similar one that has great reviews? There has to be some extra element that sets your book apart.
Look to Competitors
Identify your most direct competitors and generate “like X, but different” statements. For example, if you’re writing about time management, but specifically for freelancers, you might say, “It’s like The 12 Week Year, but written for gig workers.”
You can also write an “X meets Y” statement if your book is similar to two existing books. For example, “The Lean Startup meets The Food Truck Handbook.”
The key is ensuring that your book does something that hasn’t been done before, and then dialing in on that message in your marketing.
Focus on Your Credentials
Another way to differentiate your book is to focus on your credentials—if you are well credentialed. If you’re writing a book on how to do a thing, have you actually done that thing? Even better, do you have a record of helping other people do that thing?
How long have you worked in this industry? Do you have a degree (or degrees) that are relevant to the topic of your book? Do you have any other unique experience that distinguishes you from other professionals, like working abroad in another country or volunteering with the Peace Corps?
These details about yourself can be used to shape your book’s USP and subsequent marketing.
If you’re reading this and you haven’t written your book yet, you’re in a really good position. Rather than dig for a USP after the fact, you can write your book with its USP in mind. If you have questions or need further support with your book, feel free to email me at [email protected] or book a free call.
Owner of Aha! Editorial
Let’s talk about your writing project: https://calendly.com/ashlyn-ahaeditorial
