Discovering and Marketing Your Unique Selling Point
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If you struggle with talking about yourself, knowing what sets you apart, understanding your why, and how to communicate these things effectively to clients, then you’re going to want to read this post. I’m doing something a little different and sharing an interview I did on The Gold Biz Podcast. We dove into discovering and marketing your unique selling point.
During this conversation, I shared practical tips for discovering your unique selling point, infusing it into your brand, and leveraging it to stand out from the crowd.
What does “unique selling point” mean?
Your unique selling point is what sets you apart in the sea of sameness. I like to call this your “white space” in the industry. It’s your experience that you have, your passion, your story, your values, and your personal brand. All of those things tie into your unique selling point.
Why is your unique selling point important when it comes to messaging?
It comes down to how you will connect with your clients and how connected your clients feel to you. You have to understand what your dream clients want, and also what you feel you do well in your business and your niche.
I understand it’s hard for us to know how we stand out. We are so close to our own zone of genius and we can be very self-conscious to speak highly of ourselves.
If you have experience and past reviews, it can be helpful to read those to see what someone is saying that sets you apart from others. One of those things that will set you apart is your why. Your values, strengths, and personality are all huge things that make you different. These are going to help you connect with your clients so much more.
The first step in finding your unique selling point
The first thing is to look at your reviews because past clients can offer insight into what makes you special. The next thing you can do is ask people in your life what they feel your unique qualities are. Someone who is close to you can help you determine those things.
Another thing to look at is your experience. For example, I have been in Colorado for 3 years and I started with adventure elopements. I thought I loved it, but quickly realized I was just following someone else’s version of their own success of what they believe elopements should be.
It helped me understand the kind of couples I want to work with, which are those that want an easy access location. They don’t want the biggest hike of their lives. So, I want to attract those people. Figuring this out will help you stand out in that sea of sameness and give you a more unique perspective than falling into the same kind of trend.
Ways to communicate your unique selling point
Once you identify your unique selling point, the key is to infuse it into every single thing you do. Whether it’s your portfolio, marketing, or captions your unique selling point should be included. Think about how you can share a different perspective that’s true to who you are and your brand.
It all comes down to doing the pre-work and then infusing it into everything. While you may have the same opinions as someone else, nobody can replicate who you are. So, including your personality in everything you do will create a connection beyond just your business’s unique selling point.
Along with this, it will help you stay away from that comparison feeling when you are marketing yourself. You can put the blinders on, stay in your own zone of genius, and trust yourself. The work you’ve done to figure out this unique selling point will pay off and connect you with the right people.
Mapping out your marketing strategy once you’ve discovered your unique selling point
Develop a marketing strategy that aligns with your unique selling point. Content pillars can help organize your thoughts, but you also need to make sure they reflect your unique qualities and values.
You can take parts of your life you want to show online and let your unique selling point amplify those through your personal branding. Think about what you love most about the people you follow. What content do you enjoy? What makes you come back for more? Why are you invested in their brand? It’s likely because even though they’re niched down in their business, they share personal elements of their lives to connect with you. So, think of ways you can do the same for your followers.
Final Thoughts
Don’t make things harder than they need to be. All you need to do is be yourself. There are so many things people would love to know about you. It doesn’t mean you have to share your diary. It doesn’t mean you have to try and make yourself better than you are. Just be you because you are enough.
In this episode, we cover:
- What your unique selling point means and why it’s important
- The first step in finding your unique selling point
- Ways to communicate your unique selling point
- Mapping out your marketing strategy once you’ve discovered your unique selling point
- Making things easy and being yourself
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