Wednesday, August 29, 2007
Unique Selling Preposition
One of the first things you learn in Marketing 101 is Unique Selling Preposition, or USP. USP, in layman terms, means the unique feature that differentiates one product against another similar product. The assumption is that: if the product stands out better because of that uniqueness, then it helps consumers recall better, which increases brand recognition and hence improves sales etc. As an example, let's look at Hello Kitty as a case study. Why is it about this cat, that it is selling so well internationally as compared to say... Garfield, Felix, heathcliff (anyone remember heathcliff???) or even some chiong product called Hello Pussy? Is it the cuteness of the cat itself? The uniform pinky packaging? Heck, could it even be because that it lacks a mouth????
Ok, ok, enough of the marketing lessons. Of late, I have been scouting around for jobs and revamping my resume (trust me... 3 years untouched...... a lot of updating to do). It led me to think on what my USP was. What is it about me that is going to help me nail the job that I want? What is it that will help me stand out from my peers, as well as the newer graduates that flood the market? I pondered.... and i couldn't get an answer.
I thought... maybe it's my persistence (or damned doggedness). The drive to get things done, no matter what is thrown at me. No matter how late or how much trouble it takes. But then, i think about the Mainland Chinese who can easily outlast me for half my pay.
Perhaps, it's my attitude? That it's usually positive? And that got shot down too. Why? New graduates who enter the market are more positive and have that anything-also-can-do, go getter attitude (not jaded like me yet).
My organization skills? That's easily done; My multitasking? Anyone can do it if they put their minds to it and focus. To the extent that I got depressed and decided not to think anymore. Sigh... and to think that friends think highly of me to recommend me for jobs. Yikes.... Stressed out, cos the expectations are higher. And I hate to let my friends down. Can you imagine that they recommend you and then you turn out to be not up to expectations? Aiyayayayaya
Ok, ok, enough of the marketing lessons. Of late, I have been scouting around for jobs and revamping my resume (trust me... 3 years untouched...... a lot of updating to do). It led me to think on what my USP was. What is it about me that is going to help me nail the job that I want? What is it that will help me stand out from my peers, as well as the newer graduates that flood the market? I pondered.... and i couldn't get an answer.
I thought... maybe it's my persistence (or damned doggedness). The drive to get things done, no matter what is thrown at me. No matter how late or how much trouble it takes. But then, i think about the Mainland Chinese who can easily outlast me for half my pay.
Perhaps, it's my attitude? That it's usually positive? And that got shot down too. Why? New graduates who enter the market are more positive and have that anything-also-can-do, go getter attitude (not jaded like me yet).
My organization skills? That's easily done; My multitasking? Anyone can do it if they put their minds to it and focus. To the extent that I got depressed and decided not to think anymore. Sigh... and to think that friends think highly of me to recommend me for jobs. Yikes.... Stressed out, cos the expectations are higher. And I hate to let my friends down. Can you imagine that they recommend you and then you turn out to be not up to expectations? Aiyayayayaya
# posted by Xallista @ 12:34 AM 
Comments:
<< Home
That's why your friends only recommended you, and not anyone else ;). Be more confident about your own plus points.
Post a Comment
<< Home
