Unique selling points

Definition

Unique selling points (USPs) are distinctive features or benefits that set a series apart from its competitors, making it attractive to a specific audience. USPs highlight what makes a show special, whether it’s an innovative premise, relatable characters, or a unique storytelling approach. Understanding and articulating these points is crucial for creating a strong voice for the series and for effectively writing series bibles that communicate its essence.

5 Must Know Facts For Your Next Test

1. USPs should be clear and concise, allowing potential viewers or stakeholders to quickly understand what makes the series different.
2. A well-defined USP can attract attention from networks and sponsors, as it shows marketability and audience appeal.
3. Unique selling points often stem from a show's premise, character dynamics, visual style, or the themes it explores.
4. When writing a series bible, highlighting USPs can help convey the overall vision of the show and its intended emotional impact.
5. Effective USPs can evolve over time as the series develops, but they should always remain rooted in what makes the show special.

Review Questions

• How do unique selling points contribute to establishing a distinct voice for a series?
  • Unique selling points play a crucial role in establishing a distinct voice for a series by clarifying what sets it apart from other shows. By focusing on these unique aspects, writers can develop a tone, style, and thematic direction that resonates with audiences. A strong USP also helps create consistency in storytelling and character development, reinforcing the series' identity throughout its run.
• Discuss how articulating unique selling points can enhance the effectiveness of a series bible.
  • Articulating unique selling points in a series bible enhances its effectiveness by providing clear reasons for why the show stands out. This clarity helps potential buyers or collaborators grasp the core essence of the series quickly. It also allows writers to align their creative vision with market expectations, ensuring that the USP is woven throughout all elements of the show, including character arcs and plotlines.
• Evaluate the long-term impact of strong unique selling points on a series' success in a competitive market.
  • Strong unique selling points can have a significant long-term impact on a series' success by fostering viewer loyalty and encouraging word-of-mouth promotion. In a crowded market, a show that consistently delivers on its USPs is more likely to attract and retain an engaged audience. Additionally, having clear USPs allows for strategic marketing campaigns that highlight these features, leading to increased visibility and ultimately contributing to the show's longevity and cultural relevance.

Related terms

Pitch: A brief presentation or proposal of a show idea that highlights its unique elements and potential appeal to networks or producers.

Logline: A concise summary of a series that encapsulates the central conflict and unique aspects of the story in one or two sentences.

Target Audience: The specific group of viewers that a show aims to reach, which informs its unique selling points and overall content strategy.