Commodity: a solo performer interchangeable with others, hired based on price or availability rather than unique talent or value.
Are you a “commodity” blending in with other soloists? If yes, you probably aren’t making much money because you are perceived as run-of-the-mill. Making REAL money means having a Unique Selling Proposition (USP) that separates you from the competition. This means having different features, benefits and qualities appealing to your specific market or niches.
Having played 2000+ events as an acoustic guitarist, here are 3 of my USP’s:
- 300 Songlist covering all genres of popular music. Clients such as brides and grooms can plan their setlists, which customize their experience.
- Flexibility: One example are weddings in which I set-up and tear-down twice — once for the wedding ceremony and once for cocktails & dinner.
- Willing To Learn “special” song for wedding, retirement, anniversary, etc.
A Good USP speaks directly to what matters most to your ideal client.
- For weddings it creates an unforgettable, personalized day.
- For businesses it highlights your professionalism and adaptability.
- For non-profits it underscores your understanding of their mission,
Having A USP:
- Attracts the right clients, improves your branding and increases word-of-mouth.
- Justifies premium pricing.
- Helps you decide what partnerships make sense, i.e. event planners, etc.
- Provides direction on which types of gigs to pursue.