And in an uncertain economy, your unique ability to help clients with specific, necessary services and products could be a deciding factor in whether (or how long) you are able to stay in business.
As a marketing coach and writer working with body, mind, spirit professionals, it seemed to me that the idea of "selling proposition" might be better worded as a "serving proposition." Our purpose, after all, is to help people have their needs met, whether they are the "basic" needs of shelter and clothing or the "higher" needs of self-fulfillment and spiritual growth.
There's nothing wrong with "selling." It's
something we have to do in order for people to buy from us. But for
crafting a one sentence USP, I think it will put us in a better frame of
mind if we call it our Unique Serving Proposition.
So - how do you propose to serve your prospects and clients with
something that's both unique to you and absolutely needed by your
targeted market? What are people interested in RIGHT NOW?
If you're an investment counselor, your clients are probably most
interested in containing the shrinking of their retirement portfolios.
Your USP could assert: "I help you keep your nest egg secure with
qualified advice about safe retirement investing." Security is
Maslow's Number 2 need. With this USP, your target clientele are people
who are "of an age" and who have funds available for
retirement planning. Your business niche could be "retirement
planning for baby boomers."
If you're an herbalist, you could specialize in weight management for
the 65 percent of us who are overweight. A psychic could focus on
career readings to help people through economically uncertain times. A
Feng Shui practitioner could consider a niche helping trade show and
expo exhibitors improve the traffic flow into their booths.
The respective USP's might read:
1) I'm a holistic weight loss consultant. I help you free yourself of
excess pounds with non-toxic, non-addictive herbal remedies.
2) I'm the job psychic. Come see me, and I'll "see" where your
career is headed.
3) I do Feng Shui consultations for trade shows. I help trade show
exhibitors create an energy flow that attracts booth visitors by the
hundreds.
In each of these examples, you're addressing a specific need and then
providing a solution for a targeted audience that requires your
services.
What's your Unique Serving Proposition?
(c) Copyright by Barbara Casey.
(Barbara Casey is author of the niche marketing course "Marketing with a Mission" and host of http://www.newradiance.com - over 90 pages of inspired marketing ideas for small business owners.)
