There’s a debate in the MBA Admissions community as regards the benefits of applicants “selling themselves.”
On the one hand, some say the applicant is as one among dozens of cereals in the supermarket aisle, and so has to work to actively pitch herself to the Admissions Committee to stand out as a valuable admissions “package” and thus be selected.
Others say the applicant should not do a sales job. Any form of selling takes away from the authenticity of his voice, which is what Adcom really wants to hear.
As in many things, the truth is somewhere in-between. You can’t afford to be naive. Companies spend millions on marketing and sales because it works. Admissions to elite schools is very competitive, and if you pitch an admissions message that is tightly designed and produced to meet and beat Committee expectations, that will advance your admission chances.
On the other hand, if you come across like a used-car salesman with a greasy handshake and a cheesy grin, that’s obviously not going to help you at all. If you’re going to sell yourself in any way, you must sell yourself as an authentic, reflective voice imbued with “humble confidence” in your leadership skills; as a manifestation of ambition-with-integrity; as a persistent force for innovation; and so on.
If you can package yourself this way, then selling yourself will work for you.
And when selling yourself, don’t forget what is perhaps the very essence of a market proposition that works in the world — a unique selling point (USP.)
In other words, just as a venture capitalist will ask the entrepreneur of a new product: “what’s its unique selling point?” which is to say, what’s so different about this vs. all the other competing offerings in the market, such that the consumer is going to buy one? So you should ask yourself: “what’s my unique selling point for elite MBA admissions?” What is going to make Adcom pick me?
Two things come together in a USP: uniqueness and value. Uniqueness is what’s different about you compared with the general applicant: the things in your personal and professional experience that are uncommon. Value is what the Committee sees as valuable in you: what you will contribute to the program and the b-school, both while at school and in the future.
I’ve blogged at length in preceding posts about candidate uniqueness and candidate admissions value, and these topics are also handled in my book. My point here is to say: look for ways to run uniqueness and value together, and if you do, you’ve found your USP.
One thought on “What’s Your USP for MBA Admission?”
You talk about uniqueness in an applicants profile. However, uniqueness is a relative term. How does the applicant know he activities are unique? Of all the things an applicant has done in life; How does he pick up instances which ensure that he projects himself as unique?
In short, Is there any benchmark for uniqueness?
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