So what’s a USP - or unique selling point?
If you are a woman working in a male dominated field - your USP is that you’re the only woman in the room! That’s a start -and it does have benefits, but you want to be remembered for more than that! So today, I’m going to help you find out what your own personal USP is.
In this video I’ll give you 2 simple practical tips to find your USP.
If you don't want to watch the video... this is what is covers...
1. Find as many examples as you can when people have given you feedback.
Think about 360 feedback, appraisals, letters of recommendation, LinkedIn testimonials, feedback from clients - anything you can get your hands on. Feedback from others is vital because other people’s opinions about us are much more important than what we think of ourselves. We all get fired, hired, or promoted based on what other people think.
2. Gather new feedback. Ask friends, colleagues and clients to describe you in 3 words or phrases.
You might want to ask them for a negative one so you get a rounder picture. I would hope to see an overlap between how friends and colleagues describe you. If you do, it means you’re being authentic in both places.However… if your friends say ‘Hilarious with a wry wit’ but your colleagues say ‘Quiet, and serious’ it means there’s a disconnect, which is something I can help you with. Listen for the keywords people keep using to describe you. When you see a pattern in certain words being repeated - Bingo - that tells you what your USP currently is. That is: how you’re viewed by others - your brand. If you feel that you are not happy with your USP, or you think it needs to change in order to land that dream job, you may want to consider my coaching programme, Pathway to Promotion.
So - you’ve scoured for old feedback, and got some new feedback, and now you’ve got your USP.
Now… use what people say about you to your advantage - it really helps you sell yourself. Whether it’s in a job interview, in a new project meeting, or with new colleagues. For example…I’m excited to be joining this project, colleagues often joke about my eye for detail, so I’m hoping to make myself useful’ ... or ‘I’d love to be considered for this role, as it feels perfect for me. Some of the most common feedback I get is about my creativity and out of the box thinking.' Nowhere have you said ‘Look at me world, I’m practical or detail-oriented’ - you’re letting the feedback you’ve had, do the talking, which makes building your USP authentic - something that’s really important to my coaching clients.
If you’re reading this because you’re on the hunt for a new job, I think you’ll like my video 'Stand out CV's - 6 Simple Steps.'
Suzanne Doyle-Morris, Author, Speaker & Gender Balance Expert for 25+ years.
Hear what I told BBC Radio about what to do about the worsening gender pay gap data