Written by: Thomas Strider, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
In the competitive online business world, standing out from the competition can seem like an insurmountable task, especially for freelancers and small business owners.
The key to thriving over surviving in this competitive environment lies in identifying and leveraging your unique selling proposition (USP).
Your USP is what makes your business and personal brand distinct from others, giving clients a compelling reason to choose you over the competition.
Discovering your unique positioning involves a deep dive into your strengths, audience needs, and the gaps your competitors leave open. But how do you self-reflect and find your unique positioning that sets you apart?
This brief guide is designed to steer you through the process of discovering your USP, ensuring that you can carve out your own space in the market.
Understanding what makes a powerful unique selling proposition (USP)
A strong unique selling proposition communicates clear benefits to your clients that your competitors do not offer.
It's not just about being different; it's about being so uniquely beneficial that clients can't help but take notice.
Here's how to understand what makes a potent USP:
Identify your target audience: Understanding the specific needs, desires, and pain points of your ideal client is crucial. Your USP should speak directly to them, offering a solution to their unique challenges.
Analyze your competitors: Look at what your competitors are offering and how they position themselves. Identifying gaps in their services or areas where you have a clear advantage can help you define your USP.
Focus on benefits, not features: Your USP should highlight the benefits your clients will receive by choosing you, not just the features of your services. Clients want to know how you can make their lives easier or better.
Focus on your past: Most important of all, look back at your career and your unique experiences. What led you to your current point? Tap into those experiences and that specific path to identity your USP.
Crafting your USP
Now that you understand what constitutes a strong USP, the next step is to craft one that resonates with your target audience. This process involves introspection and creativity:
List your strengths and weaknesses: Be honest about what you excel at and where you might fall short. Your USP should play to your strengths and show how they are beneficial to your clients.
Solve a problem: Your USP should solve a problem that your target audience faces. If you can address a challenge that no one else is, you'll stand out.
Be specific: Vague statements won't cut it. Your USP should be clear and specific, leaving no doubt about what you offer and why it's beneficial.
How to communicate your USP
Finding your USP is only half the battle; you also need to communicate it effectively. Here's how to ensure your USP reaches and resonates with your target audience:
Integrate your USP into your marketing materials: Your USP should be front and center on your website, social media profiles, business cards, and any other marketing materials. It should be immediately apparent to anyone encountering your brand.
Tell your story: People connect with stories. Frame your USP within a narrative that illustrates the benefits of your services, making it more relatable and memorable. Your founder’s story is a great place to start.
Consistency is key: Ensure that your message is consistent across all platforms. Consistency helps build recognition and trust with your audience.
Final takeaway
Finding and effectively communicating your unique selling proposition is not a one-time task but an ongoing process of refinement and adjustment.
As your business evolves, so too might your USP. Stay attuned to the changing needs of your target audience and the shifting landscape of your industry to ensure that your USP remains relevant and compelling.
Remember, in a sea of freelancers and small businesses, your USP is why people will choose you, and not someone cheaper or with more experience.
Take the time to craft your USP thoughtfully, and you'll not only stand out, but build a loyal client base that sees the unmatched value in what you offer.
If you want a highly detailed, 8 step process for finding your USP, check out this 8 step process for revealing your USP.
Follow me on Instagram, LinkedIn or visit my website to continue learning more about best practices for social media.
Thomas Strider, Executive Contributor Brainz Magazine
Thomas Strider is a business coach, ghostwriter, speaker, and agency founder. He's an expert in social selling, the act of landing clients and scaling businesses through social media platforms. Thomas spent several years consulting for small business owners within the banking industry, then branched out on his own in 2020 to build his own content marketing and coaching agencies. His primary focus is helping solo and small business owners perfect their sales funnels, optimize business operations, and position themselves to scale to 7 figures (and beyond). He is also a LinkedIn and Blogging ghostwriter for agency and tech founders.
