Dave Lorenzo over at Rainmaker Lawyer has a great post about how to get a client to say ‘yes’. His post is aimed at lawyers but I think it’s applicable to most businesses.
The article :
I can read advice and agree with it but later when I actually live through applying (or not applying) the advice I find my self thinking “Oh wow! Now I get it, I thought I understood before but living it makes me understand it in a deep more precise way”.
USP is your unique selling proposition, or unique selling point, the thing that makes you different, it makes you stand apart from your competition.
Pretty simple idea huh ? Well I recently started looking at a whole bunch of business coach websites and it’s given me a whole new appreciation for the power of USP.
Eventually most of the sites start to seem the same, the bios of the coaches seem the same, the promises of profit and money back guarantees start to sound the same. Even the layouts of the sites start to seem samey. Business coaches are focused on collecting email addresses for example. So newsletters and free downloadable e-books are the order of the day.
By the time I’d hit the tenth website I could see the power of a strong USP. A potential customer looking through these sites would be hard pressed to find something that really stood out for most of them.
I think when you come across a business with a well defined USP it’s not hard to spot, having a USP isn’t the same as having a niche I know, but these two business coaches certainly stood out from the crowd :