S7 E3 Finding Your Unique Selling Point

When people have a problem they need to solve, they're looking for a solution from someone who knows how to help and from someone who wants to help.

My whole sales approach comes from the 'I can help you with that' perspective. The people who get their business have a very different perspective. They give. They serve. They have a natural ability to focus on the needs of others. Not to just put the spotlight on themselves.

And I'm also speaking from the perspective of being a client here. I give my money to those that have proven themselves worthy of my money.

They pour out content that helps solve problems. I contact them because they've already given me some great advice (for free), and I want to take it further.

They get my money because they've been able to communicate what they do, the problem they solve, and how I need them.

This is the foundation of a great USP. The unique selling point.  

What is a USP?

The distinct and appealing idea sets you and your business favorably apart from every other generic competitor.

Now, I think a great USP answers the following questions:

1.   What's in it for me?
2.   Why do I need you?
3.   What makes you unique?
4.   Why should I pay you?

 

And to answer those questions, you'll want to:

•     Keep it Simple (because attention spans are short)
•     Keep it Short (because attention spans are short)
•     Show the benefit (how it solves a problem)
•     Address an emotion (because even though we'd like to think we look at things from different angles and use our intellect to make decisions, we buy on emotion)
•     Make it memorable (say something that stands out..how I end each Podcast episode)

Now, in your USP, Is your product or service:

•     Easier
•     Faster
•     More widely available
•     Simpler
•     Cheaper
•     Have a better guarantee
•     Prettier
•     More efficient
•     Smaller
•     A better value
•     A better design
•     Of higher quality
•     Cutting-edge
•     More time-tested?

Do you have a pitch? What's your message? Have you figured this out yet? Can you sift in a little story in your pitch? Look up Martin Barnes on LinkedIn if you need help with a rise. He started Pitch Club, and he's been helping people with their pitches for many years now.

To answer the question: Why do I need you? This is where you'll address how you solve a specific problem in the pitch.

To answer the question: Why should I pay you? There are a lot of people doing the same thing that you're doing, but if you've proven that you can provide real value for doing that 'thing you do,' AND if they like you (because personality has a lot to do with getting new business), then they'll pay you..and gladly pay you.

When my business coach sent email offers for products and services he was selling, I gladly pulled out my credit card and bought e-products and six months of coaching on a specific topic. Why? Because I liked him.

And that can be you as well. Be helpful. Be likable. Be a servant leader.

Another way of looking at what a good USP consists of hinges around: 'what you have that competitors don't.' Now, that can be a little tricky because, as I said before, many people are doing what you do and offering the same thing you're offering. But this is where your uniqueness comes in. This is where your personality shines through.

Why do we pick one professional athlete as 'the best' when there's always someone else out there that's just as good? Because we like them.

And that needs to be you. It would be best if you shone through with who you are, even in your USP.

What's my USP?

 I help people launch their personal brand business faster, so they can be more profitable quicker. Why? Because when I started my business 20 years ago, I could have used someone to help me launch more efficiently instead of just 'winging it.'

So, I created 'The 7 Basic Building Blocks to a Successful Online Business' course, which I coach people through. What are the seven essential building blocks? 

1. Vision- where you want to go and how you want to get there
2. Website- Open for business. Who you are and what you offer.
3. Product/Service- How you can help people solve their problem
4. Marketing- Opening the relationship with your target audience
5. Email list- Building the relationship further
6. Branding- Your verbal, visual, and values identity
7. Copywriting- The words you use to sell stuff

All this is excellent information, but I can make your launch easier and faster by tying all the initial tech together. I can either coach you through it or do it for you. That way, you can move on to doing 'that thing you do' and not have to worry about the foundation of your online business and all the frustrating techie stuff that goes along with it.

That's my USP.