published Wednesday, February 2nd, 2011 at 10:31 by
CVMaster
I finally found my USP! Don’t know what I’m talking about? Read on to discover what it is and why it’s critically important to get it into your Professional CV . . . . . .
Flash back to last Sunday morning.
Early.
03:00 Zulu to be exact. That’s 3 a.m., 3 in the morning in ‘Civvy Speak’ or ‘Civilianese’ (remember, everything counts).
Nothing sinister about the time, incidentally, this isn’t a cheap horror movie [grin]. But that’s when it hit me; when the “penny finally dropped” as to what my USP was.
In fact the time doesn’t matter, but when I groggily wrote it down for you at 3 on Sunday morning (I always have pencil and paper to hand, even in bed, which is worrying!), the language I used DID very much matter. It (language) is a big part of my toolbox, what I do, especially for Military CV clients. It’s part of my USP, which stands for “Unique Selling Proposition”.
What does it mean? In the context of your CV your USP is the single most important strength, attribute, personality trait, skill-set, insight or ‘edge’ that you – and you alone – can bring to the table for the employer.
Most people have no knowledge of it. Many think they don’t have one. But in EVERY CASE it’s the reason you get ‘hired’ for an interview, or ‘fired’ from the selection process.
I was recently talking to a client during his telephone consultation regarding just this subject. He had sent me his questionnaire (which, incidentally forms the backbone of our service delivery), duly completed and with sections of his self-written CV copied and pasted into it.
He thought that was enough; job done. It wasn’t. It was only a start, a framework to ‘hang’ his unique attributes on to. I explained it to him this way:
Try to look objectively at the CV you are about to send out, the one that’s hopefully going to snag you an interview for that all-important next position. Just put yourself in the employer’s or selector’s place and ask yourself these simple questions:
1. Out of all the x-hundred CVs I’ve just looked at, ALL of which show that the individual portrayed has all the key qualifications, experience and skills I’ve asked for in the ad (if they haven’t they won’t be in this pile, they will have been binned already), WHY should I call this one to interview?
2. What’s different about her?
3. How is she going to:
a. save me money, or
b. make me money? or
c. improve or speed up processes? or
d. make my life easier? or
e. bring in new business?
If you haven’t made it super-easy for the reader to answer those questions, or better still separated yourself from the pack already by hitting them with all the answers in your opening ‘pitch’ (either in your Cover Letter or the Exec Profile, or both), then – if you’re lucky – you MAY get into the pile of ‘also-rans’ that will be sifted to make a shortlist.
In other words, if your CV and/or Cover Letter haven’t roared out of the envelope and hooked the selector, you’ve already – significantly – diluted your chances of selection. And they’ve not even read past the first ‘fold’ (top third of the page) yet!
What’s the point? In sailing terms, head for clear water. Get yourself into a position where you aren’t competing for space. Let the rest fight over the number 2 or 3 slot. Put yourself ‘in the frame’ right at the start. Make your CV the first ‘choice’ BEFORE any serious comparisons are made.
YOUR MOST IMPORTANT TASK
is to identify your USP and get it into the top third of the page.
What do you do differently from every other Comms Specialist, Project Manager, Facilities Manager or whatever, who has the same qualifications as you?
How do you positively impact every job you’ve ever done? Maybe you have a positive character trait that’s always being commented on in appraisals?
Find something that only you can do, or an attitude or approach that sets you apart from others. Or an unique specialisation/specialism that has catapulted you ahead of your peers over the years. There will be one (sometimes more than one, or a combination of things). Find it, write it down, and get it into the opening of your CV and/or your Cover Letter, in positive action-orientated terms. That’s it!
So. What’s my USP then?
My USP is that I identify yours.
The reason my CVs win interviews for clients time and time again is that I find or uncover your USP!
Then I turn it into a positive statement or series of statements, translated into ‘Civvy Speak’ (for military CVs) or industry-specific language that the reader immediately understands and connects with.
They usually shortlist you before they’ve read a quarter of the first page.
In short, I sell you as the best possible solution to whatever problems the employer is having with their business. Why wouldn’t they want to interview you?
Simples! (Aleksandr Orloff – the Meerkat)
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