Archive for March, 2011
The “Unique Selling Proposition” is a concept that’s close to the heart of marketers everywhere. The USP is a shorthand way of describing what every product or service desperately needs: a meaningful point of distinction, a way of differentiating it from the products or services of its competitors. In a crowded marketplace, a well-defined USP is truly critical, because without it, no product or service offering can expect to stand out.
Back in the early 1980s, Federal Express became famous for its groundbreaking Unique Selling Proposition, which guaranteed that the firm would deliver a letter or package anywhere in the United States overnight. The promise contained in the company’s tagline, revolutionary at the time, now seems almost quaint: “When it absolutely, positively has to be there overnight.”
Dated as that may sound today, 30 years ago it set Federal Express apart from every one of its competitors, and in a very significant and meaningful way: In the days before “overnighting” a document became standard practice, and more than a decade before email and the web became commonplace, nobody else was able to make that promise.
However, when I talk about the concept of a Unique Selling Proposition with attorneys, I often get blank stares. Granted, it’s a marketing concept that’s not taught in law school. But there’s more to it than that. For many lawyers and other professionals, it seems, well, unprofessional – and even flat-out wrong – to think of themselves as providers of services that must be marketed and sold. It is the profession of law, after all, isn’t it?
But – given all that – might there be something in the Unique Selling Proposition concept that could be helpful to lawyers in these competitive times? What if we rebranded the USP as the Unique Lawyering Proposition™?