There is an easy 3 step formula, and this is something that we are going to do. This is a formula, that was created by a member of GKIC named John Carlton. And this is an easy way to be able to create a USP. You can create it fast, you can create it slow, you can create it a lot of different ways. There are people that have one word for their USP. So you don’t have to use this, but some people have a hard time getting their mind flowing. So that is what I want to do is help you to get your mind flowing today.
Your USP is not product driven, it is specific to you and your customer. The USP defines your uniqueness in what your competitors do not or will not offer. Tons of people can and do sell your product, but not everyone can bring to the table the special details and care that you do. Focus your USP around your offer, your uniqueness and how it will benefit your client.
1. You start of the first part of your sentence is “we help who?” Who is your market? We help who? And then the second question is”to do.” We help who?..to do. And the to do is your unique. This is where you need to make sure you offer your unique proposition. What is the benefit that they are going to get? Your target market is going to get this benefit.
2. To Do: Describe what you do… this is where the unique comes in. Tell someone how you are the one they want to work with based on what benefit you bring to them. This is not about you… this is about how you and ONLY you can benefit them.
3. Even if: Here, we bring in the worst case senario that makes them know that you will be there for them when the worst case comes up. Maybe when they have a loss, maybe when they lose a loved one, maybe when they are injured. Use this section to let them know when you will be amazing and they will be eternally glad they put their business with you.
Remember, you can’t be all things to all people..that isn’t reality. Clients that take up a ton of your time and energy cost you more in lost revenue than the value of keeping them. Our USP should center around attracting the right people. People that you want to do business with and people that will refer business, and grow your influence in your community.