80% of the wedding pros I work with struggle to answer the same question: what makes you unique?

I have this question on my client questionnaire and see “idk” or *blank* responses from many people.

Why is it so damn hard for us to figure out what makes us unique?

If you’re like me, it’s probably a combination of negativity and an utter fear of talking about yourself. Sound familiar?

Despite how much it gives us the ick, we need to know what makes us unique (our USP). In this blog, I’m walking you through how to figure out yours without pulling your hair out.

Take a deep breath, and let’s go…

What is a USP?

USP has a few names: Unique Selling Position, Unique Selling Proposition, and Unique Selling Point– to name a few. It doesn’t really matter what P-word you choose. They’re all referring to the same thing.

A USP is a feature, factor, or characteristic that makes something unique. Think of it as a tiny corner of your market where no one else sets up shop.

For a physical product, it may be a feature or characteristic that sets it apart from competitors. If it’s a service, it might be the elements included in the service package.

But what we’re looking for today is your USP– what makes you unique and allows you to stand out from your competitors.

So, let’s dig in…

To find your USP, think about how your background, process, or services are unique. Things like:

• your education

• previous work experience

• who you serve

• packages or services you offer that no one else does

• your pricing, payment plans, or payment processes

• special touches in your process

Especially in the wedding industry, you’re not likely to have something that no one else in the world does. But if there’s something that makes you stand out from your direct competition, use that.

Questions to ask yourself to find your USP

Asking these questions can help you figure out what your special sauce is:

Do I serve a specific group of people?

Ex: couples who want a destination wedding in Mexico, couples who want an alternative to real flowers, couples who want to elope in a national park

What are my clients saying about my process, products, and services?

Ex: I’ve been told my approach to family portraits is unique. Couples really love the exercises I use to make it fun.

What have I been told makes me different from friends, family, and clients?

Ex: People love how many times I touch base with my couples during the planning process. They say the # of meetings I hold gives them plenty of time to ask questions, stay on track, and enjoy the process.

What are some things I hate that have influenced the way I run my business?

Ex: I don’t like when wedding pros try to sell their highest package to everyone, so I take a very straight-to-the-point approach and spend time talking with my couples before I give them any package suggestions

Are there any unexpected experiences or jobs I’ve had that influence how I do my work?

Ex: I worked in finance for 5 years before starting my wedding planning business, and I use my experience there to help couples decide their budget without overwhelm.

Unique selling position examples

Here are a few examples of Unique selling positions for wedding businesses:

• A photographer who was a teacher for 11 years and uses her teaching skills to help produce fun photo experiences for kids

• A bachelorette party planner who planned 10+ bach parties for her friends before starting her business (so she’s had the time to refine her planning process)

• A 3rd-generation florist who has been working in the floral industry for years because her family owns a storefront

• A DJ who started working in clubs before moving into private events (so they can bring that club/party vibe to your event)

And if you’re not a wedding pro, here’s mine:

I am one of the very few copywriters working exclusively in the wedding industry who writes SEO-based copy. I was also a bride in 2022, so I have a deeper understanding of the wedding industry (specifically what couples want) than the average copywriter.

The key to a good USP is turning some people off.

Maybe they don’t want a club vibe for their event, and that’s okay. They look at you and say “not a good fit” and move on. And because you were clear about what makes you unique, you were able to save time instead of entertaining a client that wasn’t going to work out.

What NOT to use in your Unique Selling Proposition

Avoid using these:

• “I just love weddings”

• “I really care about each couple”

• “I want us to be friends when this is over”

• “Every couple I work with is a priority”

They may be true, but they definitely aren’t unique enough.

Don’t be afraid to be clear with clients about who you are. If you can clearly state your USP on your website and social media platforms, potential clients can decide for themselves if you’re a good fit for them, before they ever fill out an inquiry form.

This means you’re more likely to only receive leads from clients who know what they’re getting with you. AKA– you should see a higher booking rate!

What are brand standards?

Your USP is a piece of your larger brand strategy. We call these pieces “brand standards.”

Brand standards are staples for your brand that set the tone and rules for how your brand is used on all of your marketing platforms.

Just like your fonts, color palette, and logo and standards for your design and aesthetic, your messaging has standards too.

These include:

• Who you serve

• Your values

• Any trademarked names associated with your brand

• Your services & products

And, obviously, your USP. Documenting your brand standards is super important because it keeps your messaging and copy consistent and true to your brand.

You can use your brand standards to train new team members or hand them to professionals you’re working with (ahem… copywriters ).

If you’re looking to define your brand standards and need a little extra help, check out this resource. In it, you’ll find a list of brand standards you need for your business.

And if you’re looking for specific help, my Brand Messaging Guide service might be for you. Check out the details here!