How to Develop a Clear Unique Selling Proposition

What’s so special about you?

Are you in business, working within government, not for profits or corporate organisations? I can guarantee that you have two common barriers that you’ll need to overcome in connecting with your clients:
1.    The time that they have available to see the value in what you have ‘on offer’
2.    The clutter in the market generated by your competitors

To make sure that you’re at the forefront of their thinking, clients need to understand your Unique Selling Proposition (USP). In broad terms, this should be a short, sharp and targeted description of your product offering.

Here’s an example from the café and catering business that my wife recently sold after nearly 12 years in the business, “Healthy and delicious food in a place that you’re welcomed as a friend”.

I’ve been testing and refining USP’s with two other businesses I’ve been involved in, along with those of a range of clients for several years now. I thought I had a pretty good handle on it. This all changed when I read a fantastic article by Michael Henry in the ‘No BS Marketing Letter,’ one of three paid marketing newsletters that I subscribe to. (Meaning you get up to date, ready to apply information that you can go ahead and apply.)

Michael’s tips for developing a killer USP are:Develop a Unique Selling Proposition

a.    It’s about your client
Make sure your USP focuses on your client – avoid words like ‘we’ and rework them to ‘you’ to help ensure that it really is about your client

b.    It’s suited to the results your client is looking for
Helping your client get what they want makes you valuable to them. Ask them what they want from you – use surveys and then refine your USP further.

c.    Make your client feel at home
People want to be understood and valued. If you can show that you really understand the challenges your client faces, and provide them with a solution, they’ll be more likely to want to work with you.

d.    Form a bond
A shared passion will add to the clients’ sense of belonging, highlighting that you most likely have some shared values and that you get where they’re coming from.

Putting it into practice

Using Michael’s approach, here’s a reworked version of the USP from the Facilitators Inner Circle

Old USP:
‘Helping you to build your skills to lead effective decision making and engagement processes.’

Reworked USP:
‘Practical experience in facilitation and working with teams that you can tap into directly and apply.’

Competition time!

Righto – you’ve been given the formula and provided with an example – now it’s time for you to strut your stuff and develop a killer USP.

Email me your killer USP and be willing to have it featured in my next newsletter. (You are a subscriber aren’t you?)

The winner will receive a FREE one hour Coaching Call (valued at $330.00) with me, along with a selection of marketing resources.

PS – I could have delved much deeper with this article. I’ll be doing exactly that when I’m doing a full length presentation at the Australasian Pacific Extension Network Conference. It’s being held in Adelaide, South Australia from November 10th -12th 2015.  Let me know if you’re attending, so that we can catch up.

PPS – this is just one of the practical and applicable articles in my Autumn 2015 newsletter. Be sure to subscribe to get your edition regularly and stay ahead of the pack!

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Andrew Huffer

Andrew Huffer has over 25 years experience in working with organisations, businesses, managers and communities and at a state, national and international level. He designs and delivers specialist engagement processes, with a focus on facilitating open decision making processes and skill development of clients. He has delivered presentations and workshops at a number of state, national and international conferences.

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