In business speak, this is your unique selling proposition (USP). It’s how you position yourself in the market place. It’s about ‘how’ you do what you do. The thing that sets you apart from the rest.
Maybe it’s you. Your individualized strengths you are bringing to the service or product. What are the quarks, the magic, the spices that make you, well you? Those little things are what set you apart from everyone else doing something similar.
This is where the power of the niche comes it. Your unique qualities matched with the ideal customer (who totally loves you for the crazy quarks). The intersection of two circles. The sweet spot.
You don’t need to serve everyone… there is plenty to go around for everyone. Your job is to serve those who get your spark. They connect with your spark. And because you have taken the time to really get to know your ideal customer, the spark will lead to real connection with them.
What if your business isn’t you?
You have a larger brand or are building a company not focused around you as a person. In this case, your business becomes the personality. What makes your business different from everyone else? What does your business believe in? How do you do what you do that sets you apart from the rest?
Overall, the unique selling proposition is what sparks the interest of your ideal customer. The spark that gets them to say ‘Cool!’ ‘Perfect!’ ‘Just what I was looking for.’ ‘Gotta check this out.’ ‘I dig this person.’ It’s the spark, the hook.
It’s also the ’how’ you bring your vision, purpose, why into action. The how you go about creating your vision into a reality.
Here are some questions to get your mind thinking about your spark…
- How do you do what you do?
- In what manner do you take action to bring your vision into reality? Is it somehow different from the way others do it?
- What makes your product or service different?
- What are you remembered for?
- Ask 10 of your closest friends and colleagues to name your three best qualities.
- Ask your customers what they like about your product or service. Why did they choose to work with you or buy from you?
Tell me… what’s your spark? What makes you and/or your business unique? Comment below or send me an email at firstname.lastname@example.org.
P.S. Did you see the Golden Nugget Series I posted last week? Check out all the business wisdoms here!
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