Wanting to do more than just make money for ourselves, is something that Jenni and I are both passionate about, and incorporating and sharing what we do for the greater good, or what drives us, in our USP (Unique Selling Proposition) is vital, because it's often how people will choose who to work with, when they're comparing you and your competition. If your values resonate with them, they'll choose you!
Q: What is a USP or Unique Selling Proposition?
Your USP helps you stand out from the crowd, and it helps your ideal customers decide whether to pick your business or not.
Learn more about a USP here,
Q: What's our view on a USP?
If you want to succeed in business, you absolutely need to have a clear unique selling point or proposition. Jenni (Elephant in the Room Consulting), prefers to call it Value Proposition over Unique Selling Proposition because "sometimes what you're doing is not necessarily unique to somebody else but what I look at is what is the value of working with you over the value of working with somebody else."
Two business coaches can essentially give the same service, so the same proposition might be there in terms of what you do, but what's good about having a good Value Proposition/Unique Selling Point/Proposition is that it gives you an edge over your competition.
Q: How to write your Unique Selling Proposition/Value Proposition?
You must write it in a way that it resonates with that one person - your customer avatar. So before you even write your USP, ask yourself: 'Who am I actually talking to?'
Remember also that when you're building your customer avatar, don't make the same mistake of talking with everyone, or targeting every single person. Everyone is NOT your customer. If you try to target everyone, you will not resonate with anyone. Build that know, like & trust factor! We've created the Hello Media 5 step method to get that know, like & trust factor, get your copy here!
Tips in writing your Unique Selling (or Value) Proposition:
A. Identify the unique benefit or advantage of your product or service
Identify the main benefit or advantage that your product/service has to offer and make sure that you highlight that in your USP. This could be a feature, a function, a quality, or something else that sets your product or service apart from your competitors.
B. Determine your target audience
This is why you need to build your customer avatar or buyer persona first, in order for you to determine who are you trying to sell your product or service to. What are their needs and values? By understanding your target audience, it will help your USP speak directly to their specific needs.
C. Consider your competition
What are your competitors offering, and how is your product or service different? You'll want to highlight the unique benefits or advantages that set your product or service apart from your competitors.
D. Write your USP
Use clear and concise language to describe the unique benefit or advantage of your product or service, and be sure to focus on the benefits to the customer. Make sure that you're using your target customers' language and tone in writing your USP, so they can resonate with you right away. Avoid using jargon words or terms that your target customers are not familiar with.
E. Test and refine your USP
Show your USP to a few people in your target audience and ask for feedback. Based on their feedback, you may want to make adjustments to your USP to ensure it effectively communicates the unique value of your product or service. TEST, TEST, TEST!
Watch this episode of our Business Bite-Size on YouTube:
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