In the previous weeks, we talked about creating and crafting your translation USP and what to take into account. We’ve looked at several elements and aspects to consider, and now it’s time to think about where you can use your USP.
I wouldn’t like you to think that USP is all about finding what makes you unique and stand out, and then just keep it somewhere on a side. Figuring your USP out is a bit like getting your business cards designed: it will only ever work if you put them to a good use. Where to use your USP then?
First of all, once you’ve figured out what makes you stand out, hold on to it and keep repeating it in the mirror until you finally learn it and make the switch in your thinking. Your USP should be first and foremost used in the way you think about your work.
Your email signature
Often overlooked, your email signature is one of the most prominent and frequently used marketing tools. Make sure that you include your USP or at least allude to it in your signature. This is the place the majority of your clients and prospects see every time you write to them so make sure you get it out there.
Your business card
The same goes for your business card: it’s far from being just a small piece of paper giving your contact details. You’re in fact holding a powerful marketing tool that grabs your audience’s attention at least for a few seconds. Make sure you mention your USP there.
Your translator branding
Some of the core values that you build your USP on should also be present in your branding, from the colours you use to your brand voice. If you’re building your USP on reliability, innovation and trust, you’re going to want to include these values in the way you present your brand.
Copy on your website
One of the most common mistakes when comes to USP is coming up with one, using it as a slogan, and leaving the rest of the text on your website unchanged. While this would still be borderline acceptable if your USP isn’t too far removed from the text on your website, it’s definitely going to make you stand out in a negative way if your copy is totally out of synch with your USP. This of course applies to other marketing materials, too.
Quotes and estimates
If you’re building a funky and energetic translator branding based on a well-aligned USP, and then you send out a totally boring and flat quote, this may be the reason why clients don’t accept it. Make sure that your more formal documents: quotes, estimates, terms and conditions, agreements, are still in line with your USP.
Every email you send
Make sure that your USP and the values you stand for are present in every email, every message, every social media update you share. This is how you make sure that your USP actually reaches your audience.
So, your homework for today: review your existing materials that I mention above and check if they’re aligned with your USP.