In my local area my business is quite a niche one. I don’t meet too many other voiceover artists near where I live. This is great for me as I do a lot of networking locally, and I’m now well known in Northern Lincolnshire as ‘the voiceover lady’. In terms of a USP among local businesses, simply being a voiceover artist is enough!
However, there are hundreds of other British female voiceover artists out there, and if a potential client outside of my immediate network is searching for somebody who does what I do, why should they choose me over someone else?
The definition of a USP, according to WhatIs.com is this:
A unique selling proposition (USP, also seen as unique selling point) is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. A USP could be thought of as “what you have that competitors don’t.”
For my business, the product is me and my voice. Now, everybody’s voice is different (which is why the banks are now using voice recognition as part of their secure phone banking log-in procedure), and it might be that my voice is just what a client is looking for. My pitch, tone, age etc. may fit perfectly with their brand and they don’t need to know anything else about me to know that they want to buy me. On the other hand, they may have found a few voices that they like who would all sound great for their project. So, how do they choose? What is it about me that would make a client pick me over another British female, 40-something voice?
This is where USP really comes into play. What can I offer that my competitors can’t?
There are some things I can offer which a less professional or less well established voice might not be able to. These could include:
These things set me apart from less well-established and newer voices, but most other voiceover artists at my level can also offer all of the above. So what have I got that others might not have? Here are a few:
So, now you’ve got a better idea of what I can offer as a professional voiceover artist, but there will still be plenty of others who can also offer all of the above. What is it that I have got that nobody else has? Well, that would be my unique blend of background and experience – nobody else has lived my life, and it’s this that makes me truly different. Here are a few examples of things I’ve done/do:
All these things are what makes me different from my competition, and could be reasons that a client picks me. Maybe they are from a museum and need an audio tour recording, and they want someone who will be enthusiastic about the content – my background in archaeology might attract them to me. Perhaps they are producing something for the American market and want somebody who understands US culture – well, I’ve lived it! Or maybe they’re looking for somebody who understands young people – after 11 years at a college I’ve worked with a few of them.
Finally, they might just be looking for someone who they can connect with on a personal level – maybe they are a dog-owning, singing, brownie-maker too!
All of the things I’ve mentioned above are what makes me, me, and they all feed into my voice, and what I can offer my clients. There are lots of other things too that I’ve missed out or forgotten, but you get the idea.
So now I have two questions for you:
What are your USPs?
And who would like to hire me?! 🙂