Three ways to develop and leverage a unique selling proposition.

Written by Brad | JUNE, 2017 | Reading time = 2m47s.

A unique selling proposition, in many cases, is the key separation between mediocre and remarkable businesses. It is essential for any business owner who wishes to create a genuinely lovable product or service and set themself apart from the competition.    

Creating a clear and successful unique selling proposition requires boldness and creativity, and will almost certainly lose you a few clients during the sales process. But it is a big competitive advantage in the long run. Most of your potential clients will have difficulty deciding which business in your industry is worth their time, money and trust. For any individual looking to improve their health, this can often be the hardest, most daunting part of the process. If you can help these potential buyers by promoting an obvious, different, and memorable unique selling proposition, you will eventually build a successful and sustainable business.

“Instead of working so hard to prove the skeptics wrong, it makes a lot more sense to delight the true believers. They deserve it, after all, and they’re the ones that are going to spread the word for you.” Seth Godin.

Here are the three fundamental ingredients required to create and leverage a unique selling proposition.

 

1. Find your niche and go all in

Your niche and unique selling proposition are pretty much the same thing. You can’t be everything to everyone. Perhaps the most fundamental recurring mistake made by business owners, is that they fail to ever find a niche in their market. From fear of losing potential clients, many business owners widen entry to their product or service, and in the process, never really resonate with a client on an individual level.

Let’s say you’re a pilates instructor, and your niche in the market is pilates for pregnant cats. This might sound stupid. But what you’ve done, is positioned yourself to win 100% of this market. You are the obvious, stand alone choice for any pregnant cat interested in pilates in your area. Compare this with offering general pilates without a unique selling proposition. You haven’t positioned yourself to win a single client.

 

2. Identify your ideal client and appeal to them with laser focus

Who is your ideal client? It can be challenging identifying your ideal client, but it’s well worth the challenge. Your ideal client should fit within your niche, motivate you to help them achieve great results, and in return, deliver success back to your business.

CEO of Abercrombie & Fitch Mike Jeffries has identified their ideal client as “cool, good-looking people”, and has openly announced they will not market to anyone outside of this subgroup (source). While you don’t need to be an arsehole, publicly identifying your ideal client and showing a disinterest in anything outside this is a very smart and tactical move.

 

3. Leverage your ideal client

Are you familiar with the Pareto Principle or 80/20 rule? Essentially, it proves that 20% of your clients will be responsible for 80% of your sales (source). And it is true in nearly every business. Rather than wasting time with 100% your potential market, find the minority gold nugget, ideal clients in your niche, and provide them with an exceptional service.

Once you have identified your ideal client and provided them with an exceptional service, you need to leverage them. The most powerful form of marketing, and something you should be very familiar with, is ‘word of mouth marketing’. According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. This is huge. You can literally turn your ideal client into a brand advocate, who will market your business with a 92% higher strike rate, for free!

How to leverage your ideal client? If you’ve done everything right up to this point, and provided an exceptional service to your client, the rest will take care of itself. A gentle nudge won’t hurt though. Get your golden nuggets wearing your gear, talking to friends, reviewing your services and posting on their social accounts.

So what is your unique selling proposition?

 

SHOUT OUT: This was inspired by an article written by Greg Ciotti from Convince & Convert. They produce a heap of useful information and run regular webinars. Definitely worth checking out if you have timeClick here to visit the site.

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