Workshopping - Unique Selling Proposition
Are you guys clear about your u s p cat I would love to hear how that's progressing I guaranteed that by the time they get to the playbook that you're progress progress will probably be the most off everybody way just cutting through all that confusion and turning it into an idea okay how about uh images that speak to your brand and emotionally involved your client's images that support support your brand and emotionally and ball your climate act and connect and so I think I think that in your in your case a unique sales proposition just comes from what we talked about in the social network stay in your hot seat is about how do we take this this noise this big noise out there right and I might even illustrated like that you may remember the authority played from day where I had that picture where you see you know this person there's like these ten thousand other things that are are bombarding an individual in the middle and it is so overwhelming so what can somebody possibly notice so ...
I possibly would ask and you u s p a question that goes with that goes along the lines off do you feel your message is not being hurt? You have problems reaching your client? Have you ever considered dirt that this paint the picture off ten thousand things with a huge arrow to this tiny little person could be slightly overwhelming so conclusion what stands out a message that has such a powerful impact that as I'm like whoa, I need to stop what makes people stop and then you say with my secret sauce I help you show you teach you collaborate with you on what off what you have created or are about to create or need to create creates an emotion and somebody else but you are director or your ceo you know, have you considered that you know, I mean at the end of the day it's about what is thea and use of going to do it's not about whether or not you know, winning awards is all great but does it does it move the needle and how do you move the needle? So I give you an example. So when I met jack canfield and victor hansen who are the co authors and creators off chicken soup for the soul which is only the largest and most successful book syria's ever created in the world, I've sold millions and millions and millions of books so when jack canfield talks about what made it in the book, he said they took every story and the story went to a number off, you know, readers that had sort of volunteered or friends if and they had to rate the story on a scale one to ten how emotional it wass if it wasn't and nine or a ten the story did not make it in the book if your picture is anything but a nine or a ten, it shouldn't be in your advertising why waste time why add more to the noise all right, darryl do we even have to talk about your us piers it's so clear it's like oozing out of you yeah, you know, maybe not um I mean, we have the elevator pitch, this isn't the elevator pitch, right? So but I'm sick at that works together, I always together so, you know, looking, I'm looking through writing down from the pain points of my clients, of making them, making mistakes in terms of choosing the wrong vendor, in my case a photographer uh, incurring extra costs for reshoots um, meeting their deadlines, we talked earlier about making happy are getting home to pick up the kids or meet the bus? Um, oftentimes we're facing well the product ready for the photo shoot live scheduled on how we handle some of those details with the special sauce and and we're forgetting something, you know, just missing something, having something fall through the cracks. So those air kind of my, you know, common client fears and you know that the crap from china kind of solution or conversation that's the little head turner, I think you would use that, but then you know, now we're getting into the weeds a little bit as to what someone's real problem is making that to be a universal unique sells proposition that it's when I struggle with well I mean let's put it this way instead of the manufacturing portion of it it's all about sits right right so this stuff has to look good it has to be done on time they can be spending too much money on it they in your particular case I think it is a good position to go in as a very straightforward service provider and take that this is a no b s kind of environment and we having fun I understand what this is all about when I go and take my car to be serviced or when I have my tar mike mike mike are being fixed on my tires being exchanged I don't need much of a unique sales propositions about convenience so they have to be around the corner they have to do it really quickly I don't want to sit there and lose, you know, two hours of my time because he's idiots don't know how to change tires so my my my place around the corner does it in like fifteen minutes holly loya off course I'm going to go they're not going to have ask how much it isthe because it's that the time saving so in the price quality and service you pick you to and you stick with it right? So you certainly do the service and you certainly do the quality which means they're not going to get it for too cheap, right? So it's like you looking you gotta pick and that's you know, part of this usp which where it goes into your usb has something to do with what you're picking a cz your that's what stands out and if price you know if you want to offer a really good price, then you can either do the quality or you can do the service but you can never do three it just isn't possible so that I think works really well for you, but with you I would just sort of stick with it because everybody else is going to try so hard that the not trying hard and they're almost making, you know, having a sense of humor about it. I think that's really what's going to make you stand out because you are very matter of fact about what it is that you're doing and the uniqueness about you is you've done it for so long you don't have to think about it you already out on the other end you already having fun doing it and everybody's out in four forty five to make it in either to pick up the kids to go to happy hour works for me we did our we did our work shopping already so let's check with the audience how is the unique sales proposition going with our life audience you know it's going great we do have a couple of people who are having some trouble good would you mind maybe we could just workshop one of this that's workshop maybe it really quickly because I know we're running short on time but we do have some photographers out here okay who are for example get fo saying what u s p what would you use for a business photographer there so many in the same field and that person is doing portrait events on dh showing behind the scenes of offices where we are many of the same people doing that and finding it difficult to find my usb okay good so as far when it comes to photography and business so think about what a business is problem is so there's certain ideas that business is that people have when they think about businesses say it's anonymous it's you can't get through the right person people don't pick up the telephones so it has it's lacking that human aspect that we've been talking about a lot so if you are looking to add that face to the business so that's along the u s p I would go if I was a business photographer I would say I am giving your company the face the heart the approachability that the and consumer needs to see or your business to business partner needs to see that might make them pull the trigger to engage with you because if it's you know have you gone to use like a lawyer websites are they really uncomfortable one that is not approachable so in the business world so what can you do if you are a business photographer to help them too get rid of these preconceived notions or the objectives of what people are generally thinking so if I go in a law firm, I'm thinking def stuffy overbilling boring, not fun you know I'm thinking all these like really incredibly negative things so as a business photographer I go in and I'm photographing their events and look at this here's the lawyer he looks he looks like a really nice guy is having a great time he's hanging out with a bunch of really kind of cool looking people perhaps even in jeans showing me sort of the other side ofthe hey, we're out here look at this we're you know we're we're I'm probably doing a terrible baseball stance if you give me for that, but we out here you know, playing baseball, we having fun? This is our sports event, this is the company picnic hears us, we're letting our hair down well, laughing, we having a good time, we're you know we're here's here's us in our charity, really supporting organizations and things that are important to us. Be a part of our community. So on the u s p for business photography, you have to help companies to get rid of that sort of stuffy, you know, square kind of perception and make him look rounder and, more more, more feminine, more approachable.