What's your brand's USP?

If in your industry everyone pretty much solves the same symptoms.

And uses similar solutions

How do we create separation from competitors who use the same solutions?

What is the KEY deciding factor for buyer's online?

What are we left with?

How do we communicate that "thing" via social media?

More knowledge?

More value?

More volume?

--> Volume certainly works. Top of mind. Feed saturation. Thank Gary Vee for that one.?

--> More knowledge works. Write books. Give masterclasses. Film long how-to YT videos.?

--> More value works. Thank Alex Hormonzi for that. Give it all away for free.?

But.?

I don’t like any of those things.?

1. A coach/consultant/problem solver should NOT be giving it all away. Alex and his kind are not coaches/consultants. They are selling something else. Always look for the context of someone who “gives it all away”. And NO… it’s not because they care SO much about you. Altruism/reciprocity is a hell of a drug, my friend.?

1. Volume is good. I like volume. But being everywhere doesn’t create resonance. It creates dissonance. And there is a reason why very few people can be everywhere and still make sense. They have 30k a month marketing machines behind them. YOU don’t.?

I do help clients jack up their volume on 1-2 platforms, maybe three. They need to keep it tight with a few tools and some support.?

1. You can’t OUT know the market. You can’t give MORE knowledge than the market. In 2023 everything can be known. ChatGPT, Google, Bing, Claude, whatever.?

So what are left with?

Your USP.?

Your positioning.

Creating your own lane.?

(all three are pretty much the same thing - creating separation from a noisy market)

?What you need to do is DEFINE your value for your audience. Because if you don’t, they’ll define it for you and it’ll most likely be the wrong value associated with you. Or even worse.?

No value will be assigned.?

I learned this from one of my mentors: “Prospects can’t do math”

You’re going to have to spell it out for them.

Here’s what I mean.?

Here’s what happens when you DON’T have a solid USP/positioning.?

?No reason for clients to chose YOU

?Struggle to stand out, attract people, close clients

?Have to fight on price

?Stuck chasing leads

Here’s what happens when you DO define your USP/Positioning

?They come knocking on your door and say “take my money”

?Everything is easier?

?Retention, referrals, happier clients

?No need for max volume games

?No need for “giving it all away”

A strong USP clarifies what a brand is all about, helping it connect with the right audience. With a clear USP, all marketing efforts align, ensuring that the brand sends consistent messages everywhere.

It’s literally the magnet you create.?

The anchor for you to go off to other platforms.?

It’s the online “it” factor you need. It’s the experience you’re about to deliver.?

Let’s get that pen and paper ready. We have work to do. Ready?

And respond to the following questions:

Why would someone purchase my services?

Who else are they considering?

What is most important in their decision criteria (time, money, speed, etc)?

What do they need to see/hear/experience to get the value of your services?

Now….

Let’s start putting together your ONE-to-TWO sentence USP…

(There are many types of offers… there’s programs, packages, etc. What we’re focusing on is THE offer, THE reason why people will stop scrolling and be curious about reaching out. This will most likely become your tagline on your profile or USP on your website)

A good offer or USP answers a combination of the following things:

Who is my starving marketing?

What’s the probability of an outcome?

How much pain is going to be involved in this?

How long will it take to reach an outcome?

What is their TRUE dream outcome?

Watch how this plays out…?

“I help ambitious solo-pros and business owners get their complex ideas/multi-avatar profiles into a message that delivers the BOOM!, meet revenue targets, and stand out… without the gimmicks, gooroo speak, or woo woo.” (I came up with mine by literally answering the questions above).?

Now it’s YOUR turn. Write three variations of a good USP:

1

2

3

Share them with me, I wanna see them!

Once you have your USP/positioning NOW is the time to make content deliver on it for you.?

In my mind, content’s job is to deliver the value of your USP/positioning and nothing else.?

Content isn’t meant to educate for the sake of educating.?

Case in point, this specific newsletter is sharing how I, Doug Lawson, can help you find the message that delivers the BOOM and stand out.?

That’s the job of this piece of content for me. It’s not to be nice. Or give it all away (my, my…just because you can get the USP doesn’t mean you have the right one nor the content skillset/strategy to weaponize it. If you struggle with either of those… well, hot damn… that’s what my services aim to solve).?

So… to wrap this all up.?

Don’t worry about volume.?

Don’t worry about sharing more value.?

Focus on creating your own damn lane and create content that reinforces it.?

Questions?

Lemme know!