What makes you different? How to Determine Your “Unique Selling Proposition” (Even if You’re Brand New!) - Emma Johnson & Co
What makes you unique?

What makes you different? How to Determine Your “Unique Selling Proposition” (Even if You’re Brand New!)

What makes your business unique?

If you’re not sure, then you might not be setting yourself apart from the competition.

Which means you could be missing out on a lot of business, because others (with a more defined voice) are likely dominating the conversation and monopolizing your potential prospects’ limited attention.

So what should you do?

Well, you need to decide on your “unique selling proposition!”

Now, you might not know the concept of having a “USP,” yet it’s vitally important.

In fact, it’s actually one of the most important things you can develop for your business.

Basically, it’s what separates you from 'everyone else.’

How you develop your USP will be a little different depending on whether you have a large company, or just a brand new distributorship in network marketing, affiliate marketing, or direct selling.

Let’s dive into the details…

Unique selling proposition, defined

Here’s the question…

What do you offer, which sets you apart from everybody else in the marketplace?

Now, if you are in network marketing you may think that your company has already provided you with a ready-made USP already…

Such as your ‘unique’ comp plan, or your ‘unique’ products or services, or whatever the case may be.

But there’s something wrong with this logic, because while those may very well be the USP for your company or their products…

The question remains:

What’s your unique selling proposition?

What will make people want to do business with YOU over somebody else, even in your own company (much less a different company or the entire market)?

Now, the fundamental definition of unique selling proposition is your position in the market.

But let’s dig a little deeper.

When you do a Google search for “unique selling proposition,” the top two results are from Entrepreneur.com and Kissmetrics.com.

And guess what, these competing definitions don’t agree.

Two unique USP definitions…

In fact, the Kissmetrics definition actually calls out the Entrepreneur definition and says it’s not adequate enough.

Which is clever marketing, btw, writing an article referencing the result that’s right above it in the Google search terms—it’s a great way to get noticed.

Entrepreneur.com’s definition is as follows…

“The factor or consideration presented by a seller as the reason that one product or service is different from, or better than, that of the competition.”

Basically what makes you different from the competition is what Entrepreneur.com is saying.

And it’s true that this is traditionally what a unique selling proposition is all about.

However, I actually like the Kissmetrics definition of USP better, because it’s more relevant and more clear.

And more importantly, it’s also something that, especially in recent history, is a more contemporary definition for a unique selling proposition.

Kissmetrics.com’s definition is as such…

A unique selling proposition is what your business stands for. It’s what sets your business apart from others because of what your business makes a stand about.

What they’re saying is if you try to stand for everything, you’ll actually stand for nothing.

For instance, you can’t be known for having the highest quality AND the lowest prices, or the best food AND the most inexpensive menu.

It doesn’t work.

You’ve got to plant your flag on a certain concept.

So the question actually is…

What do you stand for?

To explore this idea, Let’s take a look at…

Two great USP examples

Starbucks stands for premium coffee, but NOT premium coffee and cheap prices.

They want to give you the best coffee and overall experience that they can.

If you walk into the store, it’s laid out very nicely and Starbucks wants to give you a high quality coffee drinking atmosphere.

Zappos started off as a shoe company, but obviously selling shoes is not unique.

So what they stand for is the highest quality customer service in the world.

Literally, Zappos customer care people are willing to do just about anything for you!

You can basically call them up and tell them that you need different shoes because your current ones don’t fit.

They’ll not only send you new shoes, but they’ll even let you keep the old ones if you ask.

I’ve even heard people call Zappos and order a pizza, which actually shows up!

It’s kind of crazy, but Zappos has the best customer care.

Hands down.

So what about your USP?

Well, you need to be willing to do something that most people aren’t willing to do.

Why not try talking to your prospects straight from your ads!

Make sure that your ads include a call to action that say…

“Hey, you can click on the link in the description and you’ll learn more. Or if you’d like to speak directly with me and get some more information through private messaging, comment ‘More info’ below.”

And guess what happens?

People start commenting “more info,” because they’d rather TALK to somebody directly than go through an impersonal website or sales funnel.

Now don’t get me wrong, such automated strategies work, and they work great!

But some people would rather just hop on the phone and ask…

“Okay, what’s this all about?”

And hey, you may be that type of person too.

So make no mistake…

Being willing to pick up the phone and talk to your prospects straight from your ads is a huge differentiator.

And it’s where I recommend most people in this industry start to produce quick results.

The one USP that will never go out of style is…

The willingness to hop on the phone and serve somebody, based on where they’re at, without pitching them your business or product.

This means you make recommendations based on what they need and what they tell you…

Not based on your agenda to funnel as many people into your networking business as possible.

That may be difficult for the new networker to fully understand, and especially old school networkers who have been around for a while (because they always walk around with an agenda to recruit everyone).

But what you’ll discover is that if you switch your mindset to service and truly listen to people, you’ll actually end up recruiting MORE people.

The “non-agenda approach” is much easier

Once you get your prospect on the phone, you’ll benefit from being able to listen to them talk about what they’re struggling with, so you can then make recommendations based on those exact struggles.

That’s going to set you apart from most people in this industry.

There are a lot of marketers running ads on Facebook…

But how many are actually willing to hop on a private chat?

My guess is very few.

Now that’s a unique selling proposition that will never go out of style and will always be in high demand, because, again, people will always want to cut through the BS and just ask…

“Okay, what’s this about? Can you explain what’s going on?”

In fact, being willing to hop on the phone with somebody was the USP I personally used when I first got started.

So if I didn’t already hammer it in enough, when you’re brand new, even through your first year…

You don’t need to develop a crazy unique selling proposition

You just need to be the person who’s willing to stand for the needs of other people first.

And to be the person who’s willing to hop on the phone and actually listen to people.

Because guess what?

Even though there are other networkers using this strategy…

  1. There aren’t many willing to hop on the phone, who are building online
  2. You’ll very likely be the first person who’s ever hopped on the phone with your prospects, so you’ll automatically be different from everyone else in their mind

Again, being willing to talk to people on the phone, through video chat, or through private messaging is what’s going to help you stand out more than anything else.

In a crowded, noisy online space…

Your willingness to directly connect with people is rare!

Believe me, it is.

It may seem like a lot of people are doing it, but only select leaders are doing it.

The majority are not!

And even the leaders are too busy to talk to everybody, which gives all of us an opportunity if we’re willing to pick up the phone.

Did you know that here at Emma Johnson And Co, every single potential client gets a free strategy call with me before they start?

That should give you a clue as to what you should be doing as well!

Now, hopefully you’re fired up and ready to implement this strategy.

So the next question is, do you…

Need people to talk to?

Because let’s face it, before you can start calling your prospects, you need prospects to call in the first place!

Unfortunately, this is an area where a lot of business owners initially struggle.

Fortunately, it doesn’t have to be that way.

Infact, if you’re in need of a concrete action plan you can use to generate leads and prospects automatically, then I recommend you download my FREE Online Recruiting Bootcamp and discover how to build your business online.

Using the principles of attraction marketing, you’ll see how to attract people who are already interested in what you have to offer—instead of having to chase them down.

Plus, you’ll discover the exact same daily actions entrepreneurs just like you are using to passively generate dozens of prospects, leads, and sales every single day. All with absolutely no phone calls, no home parties and no meetings ...

This will completely change how you approach your network marketing business.

And don’t worry, this training is 100% generic so it applies regardless of which company you are with. It is designed to help YOU build YOUR business.

So if you’re ready to get started, grab your copy now …

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Cheers to your success!

And if you found this content helpful, I would love it if you shared this with any other networkers whom you think can benefit from a little leverage!

With love,
Emma Johnson
Business and Mindset Transformation Coach

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6 comments
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    Reply
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