A Unique Selling Proposition


I set up my booth at the Farmer’s Market next to a fruit and vegetable stand. They were selling pears, watermelons, potatoes, onions and lots of tomatoes. Now there are lots of fruit and vegetable stands at the market, but this one appeared to be extremely busy from the time they set up until they were nearly sold out. They were selling the same things that everyone else was selling, yet they seemed to be much busier.

It soon became clear what made them so successful. As I listened to their presentation, and when I looked at their produce, they were selling “heirloom” vegetables. These are grown from seeds from the same plants that were being grown in the 1800’s. These are not hybrid plants and they have not been genetically modified. The vegetables may not have the same “perfect” appearance as some hybrid plants do, but they have wonderful flavor. (I know because I sampled some)

What the owners of this booth were doing is they were setting themselves apart from other fruit and vegetable stands. Even though they had plenty of competition, they were selling something that was a different variety and that set them apart.

Another example that I have seen is a young lady that makes jewelry. She is one of many jewelry vendors at the market, but she displays her necklaces and bracelets in bowls and wooden trays of coffee beans. It creates a very refined and rich display and it makes what she is doing unique. She is quite successful with her jewelry stand.

No matter what business you start or what work you attempt to do, there is going to be someone else out there that is doing the same thing. It is going to be rare to do something that is completely original any more. But that is ok! You can make money doing the same things as other people you just need to find a way to be 10% better or 10% different.  Find a way to market your product in a unique and interesting way and this may be the thing that attracts your customer’s attention. This is called finding your Unique Selling Proposition, or USP. It is what sets you apart from everyone else.

So whether you are a writer, an entrepreneur or sales person, you need to find a way to market yourself or your product in a unique and creative way. If you have a business idea that you think is cool, but are afraid that you are only going to be one of many, find your USP that makes you “different enough” from your competition. When you find this, promote it and go make a difference!

About The Author

Duane Rockensock

Duane (Rocky) Rockensock is a husband, a dad, and the National Reconditioning Manager for AmeriGas Propane. Since he was a teenager, Duane has loved hearing the stories of how people have started creative businesses or found ways to use their talents to accomplish amazing things. For that reason he started this blog to encourage teens and adults to find their purpose and to provide the tools and resources to make that happen!

  • Dayle Reinke

    Good article and very encouraging Duane!

    • Duane

      Dayle, thanks for checking it out! I appreciate the comment and warm thoughts!
      It is great to hear from you as well!