Don't differentiate your offer

If you want to stand out in the marketplace, a USP (Unique Selling Proposition) ain’t gonna cut it.

Yesterday on Facebook somebody asked if a Solution and a USP are the same thing.

They’re not.

Here’s what I said to him:

“Not quite! A USP is what makes your PRODUCT different. So why buy this chair vs that chair? A USP can be price, color, materials used etc.

A SOLUTION is what makes this attempt to solve their problem DIFFERENT.

For example, they've tried back creams to solve their back pain problems. But they weren't able to fix their back pain because skin creams focus on relaxing the muscle.

When the REAL problem is that they need to stretch muscles on their upper body (I'm pulling this out of my ass) so in order to fix their back pain, they can't keep going to where the pain is.

They have to go to the muscles opposite to where the pain is. (again pulling this out of my ass, have no clue if this is true)

THAT'S a solution. Show's why they'll succeed this time when they've failed in the past”

When you sell coaching or anything that solves painful problems…

You need a solution.

A USP ain’t gonna cut it.

To show you what I mean…

Let’s say a prospect is going choosing between yours and a competitors coaching programs that helps people lose weight.

Prospect goes: “Why should I choose your fitness program over your competitor?”

You go: “Well, we give you access to a 1-1 coach while they only do group coaching”

While this can be a strong argument, it’s not enough for your ideal client to put you and your competitor in different buckets.

You both still do coaching.

You both focus on calories in, calories out.

You both have a 90 day program.

Pretty much the same thing.

A Solution helps differentiate you so they can’t even put you both in the same category.

Now let’s try this again, but with a Solution I just pulled out of my ass (man, my ass has so much good stuff coming out of it).

Prospect goes: “Why should I choose your fitness program over your competitor?”

You go: “Well, a lot of coaching programs focus on cutting calories and feeding you really bland food which makes losing weight impossible to maintain past a few weeks.

So what we do is we actually make sure you’re able to eat ONE of your favorite junk foods every single day. Cookies, cakes, hamburgers, chips, etc. So dieting never feels like dieting! It’s much more fun and sustainable that way”

I know who I’m going to buy from lol.

As a side note, if your prospect has to ask you this, you’ve already failed at pre-selling them on your Solution with your content but I digress.

Hope this was helpful.

Ed “USP Hater” Reay

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