You can’t sell your services if people don’t know what you’re all about.
The same is true of products. People need to know in a few words how it will help them.
And if you aren’t unique, people won’t have a reason to buy from you instead of from someone else. They’ll also forget who you are. You need to stand out.
How do you stand out from the crowd?
Someone asked me,
“How do I put my personal message into two sentences that are clear, concise, and powerful?”
This personal message about what you do is often called a Unique Selling Proposition (USP). It shows your potential clients what you’re selling and why they should choose you (why you’re unique).
There’s a formula for that
A simple formula for your USP is:
“I help (or train or coach) [target market] how to [solve their problem]. so they can [benefit]”
Here’s an example for a life coach:
“I help successful Mom professionals balance their responsibilities at home and work so they can enjoy them both.”
Inc. magazine calls this your “talking logo.”
Now, make it unique
Remember that this is your Unique Selling Proposition. Be sure to make it unique. What differentiates you from your competitors? What gap in your field do you fill?
Here’s a little exercise. Write down 3 ways what you do is unique or better compared to others in your field.
Famous examples of USPs
You’ll probably recognize these famous USPs…
“When it absolutely, positively has to be there overnight.” (Federal Express)
“Pizza delivered in 30 minutes or it’s free.” (Dominos Pizza)
“The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.” (Nyquil)
“Loans that change lives.” (Kiva)
Note that these don’t follow the formula. There are some reasons for that. These were all well-known enterprises before they came up with their USP. They all serve a very wide section of the population. And they manage to imply the target market without being specific. So Nyquil doesn’t have to say, “We help people with colds.” You know that.
But the creativity of these USPs is worth paying attention to. Remember, you don’t have to stick to the formula exactly. Just make it clear what you offer and why it’s unique.
Go write your USP
What is mine for Change the World Marketing?
I coach world changers create a successful online business by making complex marketing strategy and technology easy, training them to get their message out through powerful, persuasive writing and speaking.
What is yours? If you don’t have one, try to write one. Why don’t you share it in the comments with a link to your website?
Can I coach YOU? Would you like to work out your USP with me? You can get a 1-hour consultation for $197 here. You’ll then receive a link to set up a session at a time convenient for you.