What’s Your Unfair Selling Position (USP)?

I believe everyone has a “USP” (Unique Selling Proposition): it’s what sets you apart from your “competition.” There may be someone who does what you do, but I guarantee if you dig a little deeper, you have qualities, characteristics, and qualifications that make you unique and different. When you identify them, you give yourself an advantage.

An advantage you can take to the bank. 

This is particularly helpful if you’ve just changed careers, and have been in your current position less than five years. It’s difficult to get someone to take you seriously if you’re a “newbie” because most of us want to do business with people who have a lot of credibility—it just makes most people comfortable to do business with people who have experience. Except it’s not just current professional experience that contributes to your ability to perform. (Just remember to tell the truth about how long you’ve been doing something. I see people add a year or two here and there. Being out of integrity just isn’t the way to go.)

Now, let’s move on to the fact that there are other coaches, realtors, financial advisors, attorneys, CPAs, etc. If you consider yourself “just” another professional in your discipline, there’s an opportunity to shift that perspective and dominate your new market share. Stop right now and take into consideration everything you’ve done, every job you’ve had, every class you’ve taken, and every place you’ve traveled that has brought you to today. Make a list of the distinctions you’ve made that contribute to your ability to get your job done, and very well.

You must be confident in what you do in order for others to feel confident in you. You must stand up in order to stand out!

I had this question posed to me by a realtor in Tennessee … “Everyone’s a realtor … how do I set myself apart?”

I made a few suggestions, which I believe transcend all professions. There’s great news here, because (unfortunately) the bar is pretty low.

Remove any and all desperation. If you need 200 clients but you only have 80, you “feel” to potential clients you like you need them. Instead, create the mindset that you have a booming, prosperous business with 198 clients … and if you take on one or two more, you’ll be completely full! Doesn’t that feel differently to you? It will to your potential clients as well. This will require you to consciously focus on the positive possibilities and take consistent action toward the achievement of your goals, which means you will be unable to focus on the fear (you’ll simply be much too busy). Instead of convincing your potential clients why they should hire you, let them convince you why you need to “let them hire you.” You don’t have time to work with everyone – or just anyone. You take on only the best, most friendly and incredibly qualified clients (right?). When that is the picture you create in your mind’s eye about your business, it won’t be long until that picture is your reality.

In the end, your USP is really your Unfair Selling Position—it is you going for what you truly want, being authentic, creating and giving your clients what they want, and being amazingly successful.


Cool things to ensure your success…

Listen: Get inspired to write your own book on the way to work today. Listen to You Must Write a Book in audio! Get it free here.

Read: Ready to go from author to full-time author? My new book with Ben Hale will help you write your books like the true assets they are to your business. Grab it now: Write Like a Boss: From a Whisper to a Roar

Hack: What do you need to give up in order to achieve success? Check out this article from CornerStone to find out!

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