I often talk and write about messaging that connects and persuades.
It occurred to me I probably haven't focused
enough attention on one of the most critical elements of copywriting and marketing.
Let’s face it—there’s A LOT of noise out there.
Whether you're a creative entrepreneur, a startup
founder, a coach, or a small business owner, one thing is clear: if you can’t clearly communicate why you’re different, your audience won’t remember you.
That’s where your Unique Selling Proposition (USP) comes in.
And it's important to keep this in mind: Your USP isn’t just a tagline—it’s the foundation of your brand, marketing, and offers. When it's dialed in, everything else flows.
Your USP (sometimes referred to as "secret sauce") is the one compelling idea that makes you stand out in a crowded
market.
It allows you to join the conversation that is taking place daily in your prospect's mind.
Of the options available to me for solving my problem or addressing my need, why
should I pick YOUR solution.
Your USP is what makes someone choose you over anyone else.
So, how DO you figure out what yours is?
Use the following step-by-step formula...
Step 1: Know Your Audience Inside Out
Who are you trying to serve? What do they REALLY want? Go beyond basic demographics—understand their fears, desires, struggles, and dreams. If you know what keeps them up at night, you’re already ahead of the game. Go deep on this so you tap into their inner desires.
I had a client who was in the weight
loss business. In order to write copy that effectively connected with their prospects, I asked one of their consultants what potential clients discussed AFTER they had decided to move ahead. She told me clients worried about having to tell friends and family that their LATEST attempt to lose weight was unsuccessful. THIS is the kind of insight you want.
Step 2: List out your strengths and superpowers
What do you do really well? What results have you gotten for others? What do people consistently thank you for or rave about? Here's a funny thing: Your magic might feel “normal” to you—but it’s not normal to everyone.
When I'm working with a client, even some of the little things I recommend surprise them. Especially when they work!
Step 3: Study the competition
Check out what the other gals and guys are doin'. What are they offering? How do they speak to their audience? More importantly—what gaps are they leaving that you can elbow your way into? Look for opportunities where your voice, perspective, or method brings something fresh.
Step 4: Find your sweet spot
You'll find you sweet spot at the intersection of:
✓
What your audience wants
✓ What you do best
✓ What your competition ISN'T doing
THIS is where your USP lives.
Step 5: Put it all in one clear sentence
This can be difficult for many entrepeneurs. But it doesn't have to be.
Try this formula:
“I help [specific audience] achieve [specific result] by [unique method or philosophy].”
Here's an example...
“I help busy professionals reverse burnout naturally with a science-backed, holistic method that fits into a demanding lifestyle.”
