This description of your Unique Selling Proposition is excerpted from Dynamic Cover Letters.
[Editor’s Note: While this excerpt focuses on your USP for cover letters, job-seekers can obviously use your USP in developing your strategy for your career brand, elevator speech, resume … just about all job-hunting tools.]
There’s an advertising term that you should think about when you are composing the body of your cover letter: the Unique Selling Proposition, or USP. When companies are trying to determine how to market a product, they focus on the Unique Selling Proposition, the one thing that makes that product different than any other. It’s the one reason they think consumers will buy the product even though it may seem no different from many others just like it. It may be that the product has a lower price or more convenient packaging, or it may taste or smell better, or last longer.
When preparing to write a cover letter, you may find it helpful to think about your Unique Selling Proposition. What is the one thing that makes you unique? What makes you better than other candidates applying for a similar position with this company? What can you offer that no other applicant can? What is the one reason the employer should want to hire you above all other candidates? If you can determine your Unique Selling Proposition and build it into a dynamic paragraph, you will have a real advantage in creating a dynamic cover letter.
More information can be found in the Dynamic Cover Letters Cover Letter Tutorial’s section about USP.
To learn how to create such a dynamic paragraph and letter, you will need to read Dynamic Cover Letters.
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