We live in an increasingly competitive market place, with tighter margins and often more demanding clients. It is your USP that will help you to stand out in a busy and competitive market place. Where most business owners go wrong is that they look outside of themselves, analyzing and researching their competitors, trying to find a gap and in turn design their USP.
At Intrinsic Success we take a very different view of discovering you USP. In our experience your USP is more about the essence of you and your business than it is about marketing or competition. Your USP should really be your unique stand and place, and less about how you sell. If you really want to stand out and make a difference in the world then discovering the truth of your USP is essential.
So what is it that makes you unique? In a world of six billion people and millions of businesses what on earth could make you unique. Here is where the trick lies, for if you are trying to find your uniqueness in what you do then you are going to come up with the same thing as everyone else. It is interesting to note that so many businesses claim to be unique and then go on to do and say the same thing everyone else does. So what could make you unique? This is where the essence and energy of you and your business comes in. What is it that makes you, YOU? What is the uniqueness that makes you the special person that you are? What would your friends and family say about you that makes you, YOU? It is the same for your business, what is it about your business that makes it your business? What would your existing clients say about your business? What would your team, your friends and family say about the uniqueness of your business?
If you can nail these questions then you are most of the way to finding your USP. It is a little tricky I must admit and can seem like a never-ending pilgrimage to the end of the earth however, once you have it your business is guaranteed to take off. Now, you will know when you have it by the reaction of the external world, your clients, your team, your family and friends. One of the KPI's is when the clients come flocking then you know that you have it. When we get really clear about what we are then our potential clients can get clear about what we are and make a definite decision as to whether or not to engage us. It is when we are covered in fluff and same old same old that potential clients get confused and unsure about what we are and what we have to offer. Clients want businesses that are clear, definite and sure-footed. Our USP will give them most of this information.
Then you want to understand what it is that you stand for and make that stand. In our case we are interested in business owners who are ready to make a difference to their business and their lives. Those business owners who are truly ready to do what ever it takes to grow and expand and make a significant difference in their world and the world at large.
Once you have discovered the thing that makes you unique, are clear about what you stand for, you can then take your place in the market. So where is your place, or where do you want it to be? Go find the most comfortable and receptive place in the market and tell them what your USP is all about. Begin to attract your perfect client based on your USP. Let go of trying to find clients that do not fit into your view of yourself and the world. I guarantee you will be happier, less stressed and more successful. Oh and if you have some that don't fit I dare you to think about changing that...
So go out into the world and discover your true intrinsic USP, then go tell everyone…NOW!
Have a great week and may your intrinsic uniqueness shine for greater success.
Cheers Marcus
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