At my my first business mastermind, there where a handful of smart, successful business owners get together and share best practices. Each of us had 30 minutes to tell our story and ask for help from the rest of the group. We were together 20 hours and really had a chance to get stuff on the table, solve big hairy problems, get un-stuck … exhausting … but great stuff!
And here were three of the biggest take aways from this 2-day “lock-in”.
- Most of us were undervaluing ourselves and undercharging for our services.
- We were busy being busy and easily distracted with all the stuff we thought we HAD to do, rather than focusing on what we NEEDED to do to move business forward.
- Most of us were competing on price in our markets.
Sound familiar? So we started talking about each of our Unique Selling Proposition (USP) – a way of differentiating what we do that compels our ideal clients to want to work with us.
What about you? Maybe you wrote your USP awhile ago and just lost focus.
Maybe your business model has changed and you need to update your USP.
Maybe you’ve been pedaling as fast as you can and never gave it much thought.
Regardless of where you are, the ONE Thing that will make it easier for you to charge more than your competitors is figuring out your USP. Want to know the best one on the planet? Here it is:
“You get fresh, hot pizza delivered to your door in 30 minutes or less— or it’s free.” – Dominos Pizza
Check out everything that’s going on in this USP:
- Fresh – a benefit
- Hot – a benefit
- Pizza – the deliverable
- Delivered to your door – another benefit – convenience
- In 30 minutes or less – a SPECIFIC promise.
- Or it’s free – a guarantee
That one sentence covers the tangible deliverable, three benefits, a specific promise and a guarantee…
So here’s what I want you to do. Sit down with a pencil and paper (old-school style) TODAY … right now … and create your USP. And don’t rush this. It’s some of the most important work you’ll ever do and the most productive time you’ll EVER spend in your business.
Remember, your USP is a clear statement of how you’re different from your competitors. It should be something that NONE of your competitors can say, and focused on the client, not you.
Write out dozens if you need to.
Make sure it differentiates you and communicates what you do in such an irresistible way that when your ideal client hears it, they’ll immediately be interested and want to know more about what you can do for them.
And just a heads up. If you’re a gifted business owner and a serious action-taker; if you feel that you’re worth far more than you’re currently making, tell me what you need below, and I just may be able to help.