One of the most difficult challenges a business faces is articulating their USP (Unique selling proposition).
Understanding your USP means that you know how you want your product or service to be perceived and the key message you want your customers to hear. Bottom line is that the USP answers… “Why would I pick your business?”
With the many businesses I have worked with, one of the industry sectors that struggles the most with finding their USP is photographers because they struggle with what sets them apart and with finding words to describe these differences or compelling values.
One business who nailed the USP with precision is SBurritt Photography located in Perth. Her Facebook page and website consistently support this.
By looking at these two platforms you can easily identify what she does, how she does it and why. Just in case it’s not clear enough…here is the business overview described by the owner. “The nature of the business is a photography studio specializing in all stages of baby photography, the creation of unique photography prop and backdrops which is available for purchase through Lollipop Backdrop Shoppe. Products include unique custom props and backdrops to create beautiful high quality photographic experiences and high end professional print products. The compelling value is expertise, creativity and ensuring a strong connection to ensure a memorable client experience.”
Serreh’s vision for her business is to be an award winning photographer known for all stages of baby, from maternity to first birthday. I am confident she will become this as she is already recognized as a creative and talented professional photographer in her area.
Past clients have said “unbelievably creative with her sets and concepts. She is full of fun ideas and flawlessly executes them using textures, colours and adorable props to create unforgettable moments. Her passion for photography and her impeccable eye for detail shine through at every photo shoot, and she always puts everyone at ease (young and old) with her relaxed and flexible personality”.
Her target market can be described as someone who understands the value of a photo telling the story of their family.
An example of this is a recent newborn client saying the baby is a “Rainbow Baby”, which is a baby born after a loss or miscarriage, “The rainbow of hope after the storm”. Knowing this, the creative Serreh Burritt then designed a specific rainbow backdrop to help express the excitement and importance of this baby to the family.