3-Steps to Help Identify Your Unique Selling Proposition (aka USP)
Yesterday I was on a coaching call with several designers who are members of the Designer’s Oasis Membership. All extraordinarily talented, smart, & savvy designers.
So I was a little surprised when all of them expressed that they were not sure what made them special or unique as a designer. But then again, I wasn’t.
I understand it can be hard to put into words what makes you special. We’ve all heard one too many millennial jokes about being a special snowflake.
The problem is, it’s a noisy world of interior designers out there. If you get this wrong (or it sounds like every other cut-and-paste designer jargon) you may find yourself wading through mediocre clients and projects that don’t light you up.
What you need to know is, it’s not about boasting or being so special. It’s about putting into words how/why you are best capable of helping your client… it’s about the value you bring. And when you do this well, it will help you attract better interior design clients for press-worthy projects.
In branding, we call this your Unique Selling Proposition or your USP.
And if your “Ideal Client” is peanut butter, your “USP” is jelly.
So can you answer this question?
What is the ONE thing that makes you stand out from other designers?
If you can’t answer this with 100% confidence, keep reading.
It starts by asking yourself this question:
What jobs or experiences have you had in life?
Unless you were born yesterday, EVERYONE has had a previous job, career, or life experience that can contribute to your USP. It may not always be clear at first. Let me give you a few real-life examples starting with my own.
12 years in the fast-paced high-end hospitality industry gives me an understanding of how to manage a multi-faceted project and tune in to what busy high-end homeowners want and need.
A woman who spent 12 years as a stay-at-home mom is starting her career in interior design. Her ideal clients are empty nesters. She is uniquely poised to help her clients during this transformational experience and helping them “let-go” while also thinking ahead to life with possible grandchildren.
A new designer who spent years as a background investigator for the FBI knows how to ask really good questions of her clients, drawing out important details that sparks inspiration for designing a soulful home.
Find Your USP Exercise
(Estimate 30 Minutes)
Step 1
Take 10-15 minutes to list out all the life experiences you have had. Write them down without judgment even if you think it has nothing to do with being an interior designer. When you think you are done, keep digging. Go back to earlier years.
Here are some ideas to include:
Travel, Career, Where you grew up, Life Experiences (The good and the hard ones...experience of loss, caring for someone with a disability, divorce, etc.).
Step 2
Next, for each one, brainstorm what came out of these life experiences or what skillset did you learn from a particular experience/job/career?
Examples: Flexibility, Communication, Sales, Research, Adaptability, Being a good reader of people, Relatability, How to draw connections, Organization, Critical thinking & Problem solving, Decision making, Use of Technology, Emotional Intelligence, Attention to Details, Empathy
Step 3
And finally, answer this question: “How do these skills help you to be an exceptional interior designer to better help your ideal interior design client?”
Think about your ideal client, who you relate to, what lights you up, and what you want to be known for.
Once you have your USP defined (Keep in mind you can always tweak it later) you can use this story and weave it into your social media posts, your website, your welcome kit, and of course your conversations with clients.
Comment below if you want to share your USP or have questions!
