Your Unique Selling Proposition (USP)
The glue that connects your brand to your niche, and differentiates you from your competition, is your Unique Selling Proposition or USP.
Your USP is your brands mouthpiece that articulates how your product is uniquely positioned to solve the problems experienced by your niche. Without a USP your marketing statements to your niche are vague, unappealing, unsubstantiated, uncompelling and ambiguous.
Your USP is simply the single most unique strength or benefit your business has to deliver that is exclusive to you and paramount to your niche market.
Your USP should be strong and self-evident like Federal Express – “When it absolutely, positively has to be there over night” or Dominos Pizza “Hot Pizza delivered in 30 minutes or it’s
FREE.”
Michael Port a world renowned Life Coach has a USP that states “The Coach to call when you are tired of thinking small.”
Your USP is always external. It tells your niche why they should buy from you.
Let us pose a scenario for you. Put yourself in the position of this person…
…You are a 49 year old business owner that’s been self employed for 20 years and is starting to wonder if there’s a way to get more enjoyment from life and spend more time with your growing family without jeopardising the future of your business.
…You come across 2 advertisements, one above the other for coaching. The headlines are:
The First is:
Grow your business with Business Coaching
The Second is:
ATTENTION BUSINESS OWNERS AND EXECUTIVES
Achieve greater work-life balance within 4-weeks with one of Australia’s most trusted specialist business coaches…
Which one are you going to respond to?
This is an excellent example of how the second coach:
1. Has identified a niche market.
2. Understands the challenges faced by his niche market.
3. Has positioned himself as an ‘expert’ to assist overcome the challenge.
4. Has built a brand through the articulation of his Unique Selling Proposition.
5. Left no ambiguity as to how he can assist.
The second coaches brand can be even further substantiated and endorsed by:
- An offer of a free report;
- A link into a free communication program that maintains contact and adds value;
- Testimonials and endorsements by peers of the prospect;
- Building some quantitative guarantee.
And yet sadly, how many coaches use the tombstone headline style of Coach 1? We’d suggest 99%. No wonder prospects find it difficult affiliating with the coach’s service.
Summary
In summary, to be effective at this early stage of your marketing development, you must first:
1. Intricately know and understand the challenges and needs of your target market.
2. Identify and validate a worthwhile niche based on your knowledge of point 1.
3. Develop your brand to be congruent to the desires of your niche.
4. Articulate your brand and service to your niche through a highly compelling USP.
This article is an abstract from the Ultimate Coach Business Development Program, a comprehensive 24-month eCourse designed to walk coaches through the process of building flourishing businesses. If you'd like to learn how you can access the entire program email us at info@lcia.com.au.
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