In the last blog I posted, I pointed out the necessity of taking time to craft your personal story – a story that would resonate with consumers.
Now imagine you are at a social event and someone you barely know asks you – “what is it that you do?”
Can you tell them in 30 seconds or less? More importantly, can you tell them in such a way that your words open the door to more questions and perhaps even a full blown conversation?
At Prohibition University, I tell people that ” I work with people who are building craft distilling businesses to help ensure their success”. This more than often opens the door to a question – “how do you do that?”. I then ease into a discussion of the 5-day hands on workshops and the consulting services I offer.
This 30 second descriptor is called your Unique Selling Proposition (or USP for short).
Even if you are still in the planning phase of your craft distillery, I strongly urge you to start crafting your USP. It will not be easy. You may have to seek the help of friends, family and close associates.
Consider the following:
The marketplace has many Tequila varieties available. One that managed to carve out some market share for itself in the USA was Arrogante Tequila. Their USP was: We make our Tequila using only traditional stone ovens and not stainless steel autoclaves to cook the agave plant. Now, that’s unique. This is a USP that would quickly lend itself to a conversation with another person.
Consider the following USP from Kings County Distillery in New York State: We are the first distillery to open in New York since Prohibition. We make whisky using traditional copper stills fabricated in Scotland, wooden fermenters built locally by Isseks Brothers and corn and barley grown onsite. We are a model of sustainable and traditional whiskey production.
Again, a conversation starter with its focus on tradition, local and sustainable.
Lastly, consider this one from a Canadian Vodka maker who uses neutral grain spirits from an ethanol factory and dilutes that alcohol down to 40% alc using water: We produce Vodka from Ontario sweet corn harvested at the peak of its sugar content and we use water freshly harvested from the purest source possible: high Arctic icebergs from glaciers over 10,000 years old. Catchy isn’t it? Such is the power of a Unique Selling Proposition.
At Prohibition University, we are here to work with you. If you need help to craft your USP or if you just need a set of ears to listen to your USP- give us a call. We would love to hear from you.