Create an Attention Grabbing USP
“There is no substitute for uniqueness. By going against the grain, doing the opposite of people around you, you will automatically stand out. Standing out is always better than blending in. Most people and businesses are earth tones in a world of drab colors, camouflaged, purposefully unnoticed. That’s not good when your goal is to attract customers.” Gravitational Marketing Jimmy Vee, Travis Miller and Joel Bauer.
When I read this I realised that there were no excuses… I had to create a Unique Selling Point (Or You SP) for our business. Here is the step by step process that I came up with as I did this. Hope this helps you to discover or create your uniqueness:
Step 1:Recognise that you are Unique
Write your signature on a piece of paper and study it closely. Then take a felt tip pen (I just tested this with orange and dark blue and the darker colour definitely works better) apply colour to your left index finger in the area between the tip of your finger and the top joint of your finger then roll your finger on the page like you are taking your fingerprint. Your signature and fingerprints are uniquely you and no-one else on the planet has these unique attributes. Similarly there are many things that only you can do which are often outside of your awareness as they have become unconscious competence. The process of finding your You SP is to notice what is unique about you and start to use it in your marketing.
Step 2: Review What Other People Say About You
Here’s the thing, for many people the things that you are good at, your unconscious competence is difficult to describe in words, so you may not know that it is something that only you can do and imagine that everyone else can do it. So, a good way around this is to ask other people. Create a mind map and write in the middle:
What are you known for?
Collect the answers and write them as branches on your mind map that you can then start to distill into your essence, your “authentic” uniqueness.
Get inspiration: Imagine that you are a top chef, what would be your signature dish?
Step 3: Review How Other People Describe their USP
Here are some USP’s that I collected when I was doing some research into internet marketing, where each person has answered “what are you known for?” in their own unique way:
The Marketing Rebel rant
The Officlal Blog of John Carlton
Insights, Tactics, Advice and Mutterings from the most respected and ripped off marketing expert on the web…..
Internet Marketing Speed
Internet Marketing Speed Founder James Schramko is an Australian Internet Marketer who quit his highly paid job and left the ‘rat race’ after learning and applying powerful internet marketing strategies.
Strategic Profits
He is well-known within Internet marketing communities as the ”business coaching guru to the gurus” for his success in working with many of the top names in Internet marketing.
Step 4: Create 3 different USP’s for You and Test Them
Become curious, how do you know that you have created your usp and what does it look like, sound like, feel like and if it’s your signature dish what does it smell and taste like? You can test your USP by posting it as a comment to this blog post and get feedback from me and from others.
Step 5: Create an Anchor
“There are a lot of books and training seminars that attempt to teach you how to “trick” people into making a sale, or to buy what it is you do. Some of these things even have some value.
But many of these methods shy away from the one SINGLE most important reason we “buy” ANYTHING. Numerous studies have now proven that we generally BUY based on FEELINGS - NOT “Intellect”.
If in some way, our FEELINGS can be related to a product or service, THEN we tend to buy that product or service.” Kenton Knepper Rants into Raves
So once you have defined your USP you can have fun using NLP techniques to anchor it to You.
Enjoy.
Tags: Brighton, Business, Business Coaching, Business NLP Brighton, NLP, NLP Business Practitioner, NLP Training, selling skills