The 5 Key Elements of a Unique Selling Proposition


As I shared in last week's post (A Simple Marketing Template for Coaches and Consultants) that I love templates.

Today I am going to give you the pieces for three more templates - this time for developing your Unique Selling Proposition!

This concept will be covered in much greater depth in my upcoming Website Content Writing Course for Coaches and Consultants (Coming late 2019).

Why Are You Different? What Makes You Better Than EVERY Other Option?


Marketing Expert Dan Kennedy describes a USP as “Why should I do business with you versus every other option, including doing nothing?”

You've seen USPs before:

"You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free."

"The milk chocolate that melts in your mouth, not in your hand."

"When it absolutely, positively has to be there overnight."

Chances are you could identify at least one of those companies by USP alone, if not all of them.

A USP is *NOT* a Slogan or Tagline!


A slogan or tagline is a "catchy" phrase that is a few words long. It assists in branding, but does not match up to the marketing power of a unique selling proposition. You can't typically describe why you are unique in just 2 or 3 words.

A USP is typically 1 or 2 sentences long.

There are 5 Key Elements that can be used in combination to create your USP.


USP Element #1: Unique Features/Benefits

Last week, we talked about features and benefits.

It turns out that these are super helpful for developing your USP. What you want to look for are those 2-3 features/benefits that separate you from your competition. What makes you different?

USP Element #2: Who You Sell to

You need to know your avatar (How to develop your Customer Avatar). Who you sell to is more important than what you sell. 

Be specific. You help "Women over 40 who struggle with weight loss". You help "People with autoimmune disorders". Whoever you help, be specific.

USP Element #3: The Transformation

Where are they now? Where will you take them? What transformation will they experience?

USP Element #4: An Irresistible Guarantee

If you don't already offer a guarantee, you should consider it. The amount of people who buy from you specifically because it's risk free are going to outnumber the refunds that are actually requested.

There are ways of offering a guarantee that make it safer for you, but that's a topic for another time.

USP Element #5: Why You're More Qualified than the Competition

This one is highly situational, but sometimes it helps to demonstrate why you're uniquely qualified to help your avatar.

For example, if you're a weight loss coach who went through their own transformation, you may want to mention that in your USP.

You may not - it's up to you!

Next week I am going to take this a step further and show you how you can use these 5 elements with 3 free Unique Selling Proposition templates for coaches and consultants! Stay tuned.