21.2. Unique Selling Points (USP)

Now let’s look at your list of unique selling points, USPs for short. USPs are things that are unique to you, to your approach to art, and to your approach to business. It doesn’t mean that no one else does any of these things. Most likely, others do. However, you chose to do these things for personal reasons and this is your opportunity to state what those reasons are, together with what you consider to be unique to your work.

Communicating these points to your customers is important because very often customers will buy from you instead of another business because what you do is unlike what anyone else does. Although some of the things you do will most likely be done by other people as well, we are looking at the total “package,” at the sum of your efforts, at who you are and what you do.