It’s tempting, when you are creating a promotional piece, to talk about every single benefit and perk that your company offers, but in many cases this can hurt you not help. Rather than “stuffing” your ad with benefits and services that your competition also offers, concentrate on your USP. Your USP is your unique selling point. Also called your unique selling proposition, it is what sets you and your business — or you as an individual — apart from your competition. When someone is looking for a vendor or professional service they want to clearly find you, see that you offer their service and let you tell them (quickly and concisely) why they should choose you (your USP). They want a clear path to follow….they find you, they connect with you, they close with you. When you weigh your marketing piece down with every single thing you can offer it is likely that your customer won’t be able to find this path and they will just move on to your competition. “Often, a USP can be summed up in just a few words that become something of an advertising jingle or catch-phrase. No matter how you express it, your USP should focus on how it benefits the customer.” http://desktoppub.about.com/cs/freelance/a/usp.htm

• Burger King: Have it your way: You know just from reading these few words that you can customize your order.
• Enterprise: Pick Enterprise. We’ll pick you up. This one is pretty obvious.
• DOODLE DOG: YOUR ONE-STOP ADVERTISING AND DESIGN SHOP – You understand just by reading this short statement that you aren’t going to have to run around to find your web designer, then someone to develop your site, then someone to optimize it. You can get your branding, website, optimization, etc. all in one place.

So…What’s Unique About You? When you’re a wedding planner, on the surface you’re offering the same thing that thousands of others are offering. How do you set yourself apart? Look at what you do and how you do it. Look at your current customers (or those you wish to attract). Having trouble figuring out your USP? Contact Doodle Dog – Your one- stop advertising and design shop.