Discovering Your Unique Selling Proposition

Last week the Being Your Own CEO Success Circle had a discussion about discovering your Unique Selling Proposition (USP) that left me pondering and discovering.  We began with a summary of just what a USP is.

Classical Definitions

  • a short statement that tells what you/your business is known for
  • it evokes an emotion
  • it says what your business does for its customers/clients
  • it tells why they should buy from you rather than your competitors
  • it tells what is unique about you/your business
  • it works best when is simple yet creative

 But here’s the question:  How does a solopreneur discover what it is?

 Nathan suggested we just get in touch with our WHY first.  (Why am I doing this work?) He suggested your USP might be hiding in plain sight when you answer this question AND focus on your own strengths.  And Jay reminded us that we must know who our audience is before we can know how to speak to them.  We proceeded to play in what Jay described as a Global Bull Session – an international collaboration.

 

We explored what our USPs are:

  • In Ireland Alanna (http://emptynesterblog.com/)is working on a new service for the empty nesters
  • In Mexico Nathan (http://nathansegal.org/) is showing people how to write a business book in 20 hours
  • In Italy Heidi (http://thewisdomfactory.net/) is presenting an interview series exploring the aging concept
  • In Belize Bill (http://billdoesbelize.com/) is helping know the truth about relocating to Belize
  • In California Roland (http://initmobile.net/) is supporting people as they learn to engage via Video on their website
  • In Victoria Jay (https://www.magistudios.com/) is teaching people how to get started in on-line marketing
  • In Victoria yours truly (LA http://lowellann.com/) is helping solopreneurs gain peace of mind and a great future though her coaching/consulting
  • In India Vivek (http://www.wake-technology.com/about)helps business people live a simple life by creating technical solutions to technical on-line problems

 

When Vivek described a recent experience of having a mobile service come to him with a vision service (testing and providing a new pair of glasses), we heard a play on the classical phrase – A Unique Experience Proposition.  Later, this raised some useful questions for me:
  1. With my service what is the experience for the client?  What is really happening?
  2. How does the person feel during that experience?
  3. What result will the person get from the experience?

I conclude that these questions must be central to our service provision and the Unique Selling Proposition that is the basis of our marketing activities.

 

And then as I sat down with my breakfast coffee and smartphone this morning, a blog dropped into my in-box that really helped confirm my thinking about “the experience”.  Mark Schaefer’s What It’s Like To Be Hugged By A Brand, Literally speaks about the impact of person to person (P2P) engagement in business.  He says “Be More Human – It’s not just a saying”

 

And I say – Make it an experience that touches the heart!

Mindset Monday Challenge

Spend some time today reflecting on this question:  How do I want my customers/clients to feel before, during and after our experience together?