Monday, February 16, 2015

The Secret of the USP

A unique selling proposition, also known as USP, is that thing about you and your service(s) that sets you apart from the rest of the crowd.  You may be thinking, but I just spent all this time narrowing down my specialty and figuring out who my ideal client is so why would I need to figure out a USP?
Well, let's face it - no matter how narrowed down your target market is, there's more than likely going to be someone else out there in the coaching world who also targets your market.  So now it's important to show your market what makes you stand out from the competition.  Your unique selling proposition needs to be incorporated into your marketing message because it's just one more way to ensure you're attracting the right market and landing only those dream clients you wish to work with.
One of the biggest mistakes people make when it comes to USP's is trying to keep their prices lower than others in their niche.  This isn't a good idea, though.  First, you absolutely must charge what you’re worth, and engaging in a race to the bottom of the pricing barrel will only result in lowered standards and unhappy clients.  Never use pricing as part of your USP.
Instead, because you took the time and made the effort to narrow down your ideal client, there isn't anyone who knows your target market better than you do.  Build your USP around this.  For example, you know your market's challenges, any patterns they have, and more - so build on these things and create a USP that includes those (and your solution) in some way.  It must resonate with your target audience so you attract the right client.
Finally, there’s one last thing to keep in mind when it comes to your USP.  It must answer the key question: why should someone do business with me?  To answer this, think about the benefits your services offer as well as the solutions you’ll help clients find.

Just like narrowing down your niche and ideal client, the more specific you are about your unique selling proposition, the easier it will be to market it.  And as you and your business grow, it's a good idea to reevaluate every so often to see if your USP has changed at all.  If it has, you'll need to tweak your marketing efforts in order to reflect this.

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