What a USP Is, Why You Need One ASAP, and How to Create One for Your Service-Based Business So You Can Get More Business, Bookings & Sales [Part 2 of 3]

Photo by Dan Meyers on Unsplash

[This is Part Two of a 3-part series on creating a memorable USP. You can find Part One here. Part Three is here.]

In Part One of this mega-post on creating a compelling USP for your business, we defined the terms USP (unique selling proposition) and “meaningful difference,” covered how a memorable USP informs your signature marketing message, and importantly, why your signature marketing message is so undeniably important to the health of your business, and I shared a short excerpt from my guide Marketing Messages That Convert: A Step-by-Step Copy Messaging Guide for Solopreneurs, Freelancers, Creative Business Builders & Other Non-Marketing Types, to help you make sense of it all.

In today’s post, we’ll talk about five ways a stand-out USP will help you get more business, bookings & sales. Then in the final installment of this series next week [Part Three], I’ll share a few examples of successful unique selling propositions and break down why they work so well, which will help you create a great one for your own business.

Ok, so let’s recap a bit:

In Part One, I mentioned that creating your signature marketing message can be approached through use of a “formula” of sorts, which looks something like this:

ICA (Ideal Client Avatar) + USP (unique selling proposition) + your expertise + your life experience & unique backstory + your worldview, applied to your ideal client or customers’ challenges & how you will solve them = your overarching marketing message

You’ll weave this in on your website, blog posts, newsletters, social media updates, and all your marketing communications, wherever you’re in conversation with your audience.

Your signature marketing message is what compels your ideal clients and customers to choose you over all the other choices they have, it tells them why you’re exactly the right person or business to solve their problems and challenges, and it begins to tell them how you’ll do so.

Your messaging should strike an emotional cord with your ideal/desired audience, and make them feel like, “Yes, this is exactly who I want to work with. Where do I sign up?”

Here’s another way to think of it:

The hook/big idea/marketing message of your business answers the question, “Of all the other [thing you do] out there who are equally talented, skilled, and experienced, why should your ideal clients choose you?”

A marketing message that converts will entice your desired clients and customers to take some kind of conversion action, such as subscribing to your email list, signing up for a free consult, inquiring about working with you, making a purchase, or similar.


So, let’s say after reading Part One of this post you’re clear on what a USP / meaningful difference is, and you understand how it informs the creation of your signature marketing message. You also get that it’s imperative to begin incorporating your USP and signature marketing message into all your copy online and elsewhere in your marketing communications, so you can stand out from pack and attract and convert your ideal clients & customers.

Once you’ve got that in motion, you’ll start enjoying the following benefits.

5 ways a compelling USP will help you get more business, bookings & sales

A compelling USP attracts and appeals to your ICA

#1: Your signature marketing message is created based on a USP that is meaningfully different in a way your ICA finds appealing, so when expressed in your marketing communications, ideal clients will naturally be drawn to you, and want more of what you have to offer. [I get this may sound like theory, but in next week’s post when we look at examples of great USPs, all will become clear.😊 ]

A compelling USP creates trust with your ICA, and trust = more sales

#2: When you communicate what makes you different from others who provide a similar product or service in a way that resonates with your ICA, they’ll feel seen, heard, and understood. This creates trust. And creating trust is critical to making sales.

A compelling USP helps you create marketing copy faster (and related … helps you make sales even if your copywriting & marketing skills aren’t stellar)

#3: Knowing your ICA well and understanding what your USP/meaningful difference is, means you don’t have to be the world’s most skilled copywriter or marketer to start getting great results from your web and other marketing copy, as long as you’re expressing an enticing USP clearly.

And that means …

You can sit down and bang out copy faster. Get it up on your website or landing page faster. Send out those sales emails faster. And obvs, start making sales faster as a result.

What a bonus!

I still fret over every sentence and word when I’m writing copy for my own business, but because I know my USP and how it’s meaningfully different for my ICA, I can incorporate those elements into my messaging and get the copy out the door so I can make sales now, rather than some undetermined time in the future when the copy is “perfect.” Which it never will be.

True story: my website in its current iteration sorely, sorely needs to be redesigned and upgraded, and I do just fine. In fact, there are many things in my business that need to be improved and upgraded, and there are loads of things I’m not good at, but despite that, I do just fine.

That’s because my marketing message, of which the USP is a large part, resonates with the right people, and enough of those right people reach out to work with me so I can earn a good living.

A compelling USP allows you to create the right marketing message for the right audience

#4: Knowing your USP will allow you to create blog posts, videos, newsletters, email onboarding and nurture sequences, social media status updates, web copy and all other conceivable kinds of content to show off your expertise to your right people with much more ease, instead of spending countless hours in front of your computer pulling your hair out wondering what to write. When the right messaging gets put in front of the right audience at the right time, some of those people are naturally going to buy.

A compelling USP will help you save time, and time = money

#5: When you don’t have to work yourself to a frazzle creating content that establishes your authority and attracts good clients, you’ll free up more time to do other key activities in your business. And as we all know, time is money. Actually, time is a finite resource, and therefore more valuable than money. One way to spend your valuable time well & earn more is to write effective marketing copy faster, which you are equipped to do once you know your ICA + USP.

And as a result of #1 – #5 above?

You’ll convert more sales, because your targeted content & marketing copy demonstrates your USP / meaningful difference in a way your ICA finds engaging, in a way they are drawn to, and in a way that is deeply beneficial to them (which makes it nearly impossible to ignore).

The bottom line is, being one of a kind in your marketplace makes it so much easier for your right people to find and choose you. And you do this in part through a kick-ass USP.

And … that’s it for Part Two.

In the final installment of this 3-part series next week, I’ll share Real! Live! Examples! of USPs that have helped businesses of all kinds develop enormous brand loyalty with their target audience & stand out in their (very often) saturated niche.

My hope is that you’ll look to those examples for inspiration in creating your own memorable USP and the signature marketing message that naturally goes along with it.

In the meantime, if you want to learn more about the process I recommend for finding your USP and compelling marketing message/s, I invite you to check out the Marketing Messages That Convert guide here.

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