Your unique sales position can help you stand out in a crowded market. But as important as this positions is, far too many entrepreneurs and small businesses miss the mark when it comes to defining their USP.
Without a clearly defined USP you could be missing out on opportunities for sales, opportunities to become an authority in your industry and opportunities for exposure.
USP vs. Ideal Client Profile
Recently, I covered how to create an ideal client profile to target your marketing and develop your message. Although your USP and ideal client profile are closely related, they are two separate things. Your ideal client profile is a persona that you’re selling to and your USP is the unique position that you’re taking in the market. Your USP should make your prospects sit up and take notice.
Defining Your USP
If you think you have a well defined USP – think again. Chances are you’ve clearly defined what you do but not in a unique way. For example – you’re a coach for leaders. Woo hoo. That’s not a USP because coaching leaders is something that many coaches do. It’s not enough to define who you are working with.
In order to stand out, you’ve got to get specifically clear about how your coaching practice is different from others. What is the purpose of your practice? What services do you provide and how are you providing them – and most importantly – how do they differ from others?
Your USP is all about what you do and how it’s unique. Why should someone choose your specific service or product over someone else’s? Are there needs in your industry that aren’t being filled? How is your service or product filling those needs?
It’s not about competing with others or putting others down – it’s about giving you a unique position so you can encourage prospects to buy from you. Ideally, you’ll want to be able to write down your USP in a sentence.
Spend some time thinking about your USP. Ask yourself if it’s really a USP or just a statement about what you provide. If it’s the latter – get working! The sooner you define your USP, the sooner you can refine your marketing messages and get more of your ideal clients.