How to develop a unique value proposition
With a clear understanding of your perfect customer, you can start to refine your approach and flush out how you will uniquely add value.
Your unique selling proposition (USP) is a laser sharp vision of who you are, what you offer, and how it differentiates from other peers in your field.
In other words you need to answer for yourself what every customer will be thinking before they decide to support you: why you?
This is why it’s so important to have a clear understanding of your perfect customer — you simply can’t be everything to everyone. The USP forces you to take a stance and will result in succinct messaging that deeply resonates with your target.
- Describe your perfect customer
- Explain the need you will meet
- List your most compelling benefits
- Define your business promise
- Compile your USP statement
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DESCRIBE YOUR Perfect Customer
At this point you've already identified who your perfect customer is and created a persona to act as representation that you can refer to for guidance as you build and market your coaching business.
For purposes of the USP statement, distill your work on this by simply summarizing a description of your perfect customer in 1-2 short sentences.
Explain the need you will meet
Since you know your perfect customer, you also know his or her most pressing goals, challenges, desires, and needs. Summarize these and explain what about your business uniquely qualifies you to serve them.
LIST YOUR MOST COMPELLING BENEFITS
So now you know your perfect customer, their core needs and desires, and why you can help. Now let's get into the how. Summarize the key products and/or services you will develop to serve your perfect customer.
DEFINE YOUR business PROMISE
Last but not least, you want to make a promise to your customers. This is the essence of the value and experience your customers can expect every single time they engage with you without fail. While this is implied in the summaries you created above, you still want to write it out explicitly.
COMPILE YOUR USP STATEMENT
Using everything you've written down thus far, you are now able to pull together a succinct USP statement. Below is a template you can use so your statement flows clearly:
I promise [insert description of your perfect customer] to deliver [insert your promise] through my [insert your products or services] that will help them [insert your customers' needs or desires].
In summary, the USP gets at the essence of the value you will deliver to your perfect customer allowing you to differentiate your business in a saturated market and drive growth via clarity and focus.