Are You Unique?

Copyright (c) 2009 Meredith Liepelt

Once you know your target market, you are ready to develop a clear marketing message that addresses your market's specific problems and shows that you have the solution. Also, you can step into your own authenticity and brand yourself by creating a marketing message that unique to you. This is called your Unique Selling Proposition or USP.

The goal of a marketing message is to grab the attention of your target market and make them interested in finding out more information from you. We are all inundated with marketing messages throughout the day, so creating a message that stands out and makes your target market notice you is imperative.

This is hard work, but once you get it, you'll be able to "wow" your clients and prospective clients, which makes you stand out and be "party worthy" conversation!

Here's an example of a great marketing message and USP: The Food Network runs show after show with chefs teaching us how to cook. That's it. They teach us how to cook. Period.

However, many people have a favorite TV show on the Food Network. Do you? What is it? Why do you like it? (By the way, this works for any niche TV Channel such as HGTV, ESPN, Bravo, The Golf Channel, and so forth.)

Rachael Ray, the popular Food Network star, starts her TV show with this statement, "Hi! I'm Rachael Ray and I make 30 minute meals."

Within that one simple sentence, we know who she is and what she's going to show us. This is her marketing message and her USP. Ten words tell us everything we need to know and makes us think, "Hmmm.... That sounds different and very interesting. I'll check it out." She could have said that she makes Italian meals, that she learned how to cook from her mother, that she has never actually been a professional chef, (which to my knowledge, is true) or some other fact. But her USP and marketing message is that she makes quick meals. And she's built an empire on it!

Here's an example of how your marketing message plays a part in every aspect of your business, including your business name. Let's take HGTV. There is a world of difference between the shows Divine Design with Candice Olson and Design on a Dime. Their marketing message and USPs are very different. Part of their messaging is right in the name of the show. Design on a Dime tells you right away that you will learn some thrifty decorating ideas. Divine Design sets the tone that this is more of an upscale premium design aesthetic.

Here's a coaching assignment for you to help you clarify your marketing message and USP: Make a list of 100 things that make you and your business unique, interesting, different, and remarkable. You'll probably start with things like this:

1. I'm a woman/man

2. I'm married/single/divorced

3. I have 2 kids/no kids/adopted kids

4. I own/rent my home

5. I work from home/in an office/by myself/with others

6. I grew up in Ohio

7. Etc...

These descriptors don't need to be relevant to your business, rather they should be any label that describes you and your skills, talents, likes, defining moments and passions. Once you get out all of the easy stuff, you'll need to dig deeper to find more that may be more relevant to you. For example, if you're a financial analyst and you have little to no debt, that should go on your list.

When I did this exercise, I listed "creative" somewhere on my list. It may have been around the 30th thing I listed. However, that was the one thing that I selected to use in my positioning because it accurately describes how I work and what my clients are already saying about me.

Also from my list I selected "client attraction" vs. "marketing" because marketing is such a broad subject and I don't want to field calls from people asking me if I can design their brochures. Believe me, you don't want me doing that for you! One of the things that my clients say is that I help them get more clients. That's client attraction!

I also selected the word "Strategist" vs. "Coach" because that word resonates with me. There are many people who call me their Marketing Coach and that's just fine by me, but I enter the world saying "Strategist" most of the time.

So knowing all of these selections from my list of 100, I gave myself the title of "Creative Client Attraction™ Strategist. It makes me just a bit different from your everyday marketing coach. It's clear that I don't do copy writing or graphic design. Rather, I can help you get more clients and there is an element of creativity, not a cookie cutter approach that is a "one size fits all" kind of program. That is part of how I attract clients who are in creative fields or thrive on or need help to think creatively.

Now it's time for you to do write your list of 100 things that make you unique. Don't censor yourself as you do this. Just start writing. You can't be wrong.