LESSON TWO: GENUINELY KNOW–AND CONFIDENTLY COMMUNICATE–WHAT MAKES YOU UNIQUE
Now that you know who your ideal client is, it’s time to get uber clear on who YOU are and what you and your business bring to the table. High-end clients don’t want to work with “just anybody”–they want the creme de la creme.
It’s time to turn the spotlight on yourself, just as you did with your Ideal Client Avatar, so you can create a clear Unique Service Point (USP). This is one concise sentence that describes exactly why your high-end clients need to do business with YOU and no one else. It describes why your business is unique and why they need to hire you.
Why is your USP important? Because if you don’t have one and can’t tell a potential client why you’re so awesome and different from your competitors, you will get lost in the crowd. You’ll simply be another coach among several hundred thousand on the web. And you won’t know how to market your skills because you won’t understand how convey their greatness to your prospects.
The word “unique” sometimes trips people up and causes them stress during this process. Every individual is unique and now it’s time to acknowledge how you bring your unique talents to your business. Take some time to really figure this out.
Use your journal along with the exercises in this section to write down the benefits your clients will receive from working with you. What are your strengths? How do you bring a unique perspective to your business? If you must, ask your mastermind peers what unique talents they see in you. Ask some of your past clients why they chose to work with you. Keep this list as a brainstorming list because you will likely add things to it as you proceed through this planner. The more aware you become of your skills, the easier this introspection exercise.
Next up: Examine what kind of emotional need is being filled by your services. Emotions are powerful and if you can tap into how your ideal client will FEEL when they work with you, that’s gold! Also ask yourself what you can offer that your competitors cannot replicate. Do you have a special expertise or experience? Dozens of years in business? Testimonials from Fortune 500 CEOs? Don’t be shy about what you bring to the table!
Also give some thought into the age-old question from consumers: What’s in it for me? What is your promise to your clients? Put that into words to convince your prospects that you’re the right coach to hire.
When working up your USP, remember that you’re not writing a full-page statement. A USP should be short, sweet, and to the point. A well-crafted USP can be used as a tagline and should be used in your marketing materials.
Take some pointers from these famous brands and their USP/taglines:
- M&Ms: “The milk chocolate melts in your mouth, not in your hand.”
- Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30-minutes or less…or it’s free.”
- Target: “Expect more. Pay less.”
You know from each of these taglines exactly what you’re getting. Take notice of how short they are. Your USP should be easy to remember and recite. Once you are clear about your USP and how you want to portray your company in your marketing materials, your confidence will soar. Even if you need a few retakes to get it just right, it’s worth the extra effort.
Exercise: Crafting Your Unique Selling Point
Time for introspection! Dig deep here and reflect on what makes you and your business unique. Go deeper than the benefits you have on your website or About Me page. What makes you tick? What makes you get up every day and want to serve your clients?