What is your library's Unique Selling Proposition (USP)?
A USP distills the essence of what your organization is all about by summarizing the benefits of your products and services. A USP is what sets you apart from the competition and compels people to buy your product. I think the most unique and compelling thing about most libraries is that we are free.
You probably know the USPs of many businesses already. Wal-mart is the low price leader. M&Ms melt in your mouth not in your hand. Having a USP is an important part of branding your organization.
1. What do you wish everyone knew about your library? What's so great about your library that you are practically bursting at the seams to get the message out? What sets you apart from your competitors?
2. Can you distill that down to one or two key ideas?
3. Now, can you make it sound even better?
Here are some examples of library USP's:
Everyday, all free, for everyone.
So many choices, all free @ your library.
A world of information, right here in Montana.
Try to include your USP in all of your communication with your customers (flyers, PSAs etc.). This is much easier said than done, but creating a USP for your library can be a worthwhile exercise in determining what you want people to remember about your organization.
Creating a USP was the inital part of a marketing workshop that some of my co-workers and I went to this fall.
Katie Boyes
Public Services Librarian
Flathead County Library
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