Be Rare And Unique Like The Kashmir Sapphire
The largest Kashmir sapphire ever auctioned and a royal tiara were the stars of this year's magnificent jewels sales in Geneva.
Everyone can try on this tiara 👑 via Instagram! The gems worn by the French 🇫🇷 emperor, Napoleon Bonaparte's adopted daughter, also dazzled among the historic treasures sold by Sotheby's and Christie's auction houses from May 11 to 12 this year.
The Kashmir sapphire, a 55.19 carat gem 💎, was formerly in the collection of Maureen Constance Guinness, a marchioness of the aristocratic Anglo-Irish brewing family, who died in 1998. Kashmir sapphires of over 30 carats are VERY RARE. As rare as a unicorn 🦄. It is being sold alongside a cushion-shaped Kashmir sapphire weighing 25.97 carats. The pair are estimated to be worth 💰 US$2-3mil (RM8.24-12.37mil).
Similarly, there is one thing that is as elusive as a unicorn in the business industry. It also happens to be as rare and valuable as a dragon 🐉. What is it? A unique selling point (a.k.a. USP). This is a marketing term, and it does not quite capture the power 🔌 and romance of a truly unique business. The kind of business that does not just stand out in the incredibly crowded world, but is very enchanting that people gravitate towards it like moths to a flame 🔥. Well, unique things do fascinate us.
Difference is often shunned in a social context, but it is the most valuable thing going in a commercial setting - the unicorn’s horn and the dragon’s egg 🥚. The Ultimate. When something is rare, it does not just make people look twice, but it also pulls them up short, demands their attention 👀, and ensures they ignore pretty much everything else. Rarity is engaging. It is interesting, it is captivating, and that is the fairy 🧚♂️ dust in the world of business and marketing. It is pure magic.
No doubt, it is also difficult to achieve. It would not be rare if it were not. The very thing that makes it valuable would be lost. Thus, if you are struggling to create or determine your USP in your business, and frustrated 😥 that it is proving very tough, do not beat yourself up over it. EVERYONE finds it tough. However, it is perfectly achievable 🌟 when you understand exactly what a USP is, and follow a few simple steps to discover yours. Believe it or not, the tricky part of this process is really grasping the fundamental nature of the USP.
What is a unique selling point (USP)?
Here is the thing you need to understand about a USP: it is not as simple as it sounds. Your unique selling point is more than knowing the benefit 👍 that comes with your product or service, or knowing the specific problem it solves. It has to be something your competition cannot imitate, something that is powerful enough to enchant 🪄 people. Just like a unicorn or a dragon.
Now that you have a clear understanding of what a USP is, how exactly do you define one for your business? Here are 4 easy steps you can take to discover your USP:
1️⃣ Know who you are dealing with
In order to identify the perfect 👌 unique selling point, you need to know your ideal client and competitors backwards. It is important to emphasise that looking at the USPs of your competition is not for you to copy them! That would be entirely counterproductive. Instead, it should give you an idea 💡 of the kind of thing that works in your market. You can use your ideal clients to tell you what people are likely to value most out of the possibilities you come up with once you have brainstormed some ideas.
2️⃣ Add Some Emotional Intelligence
Step one gives you the knowledge 🧠 needed to create your USP. Now, you need to add some emotion 🥺 to it. What is the emotional impact you need to create in your ideal clients, in order to get them to respond positively to your USP? What are their emotional needs, and how can your USP fulfill them, in ways that your competitors cannot?
3️⃣ Find the elements that are tough to imitate
You are likely to end up with a lot of ideas, even when you have narrowed everything down to a single ☝️ USP. Your USP will have facets. Some of those facets will be more unique than others, and it is those you need to draw 💉 out. Remember this could be because it involves a method or innovation that is unique to you - something you have developed - or it could be that your brand punches 🥊 up an otherwise standard offering.
4️⃣ Write your taglines
Take some time ⏰ and craft a couple of great taglines for your brand or for each product or service that you offer. This should perfectly highlight your USP, and draw out that one unique element. Once you have them, work them into everything. From your website to your social media platforms 📱. Ensure to replicate the language you use in your tagline throughout your brand voice 🗣. This is to solidify in the mind of your ideal clients that this is what makes you special.
Think you need some advice about your USP or about creating one? Feel free to drop us a message 🤩😎!
References:
The Star. 2021, May 13.
Kyberd, R. 2018, February 14. How To Be Rare: A Step-By-Step Guide To Discovering Your USP. Optimise & Grow.
