The best way to influence people’s buying choices is to offer something they can only get if they work with you or buy your product or those you recommend. What is your expertise? What sets you apart from others? And why should prospects choose you over your competition? This is a portion of what will define your unique selling proposition (USP).

Every so often some “expert” claims we don’t need a USP. Or they come up with some fancy-dancy name for it. But your USP is what makes you unique, which I feel is key to success. By identifying your USP you are able to more fully position your message. Granted, it’s okay to blend in, but it’s far better to stand out by taking a stand with your USP.

If you don’t identify what makes you unique, your market won’t be able to either. Without a unique flavor to what you do you are simply a commodity. The more of a commodity you are viewed as, the less value you can bring to your market. To gain clarity on your unique positioning statement, answer the following questions:

1. What makes you unique?
2. What do you do that others don’t?
3. What experience do you have that others don’t?
4. What results have you achieved that others have not?
5. What specialized training or certification do you have that sets you apart from your competition?
6. What beliefs and values do you stand by that set you apart from others?
7. What irks you about your market?
8. What are you committed to providing a solution for?
9. What is your big why that drives you?

As you identify what sets you apart, be thinking in terms of a short identifying statement. Your USP is a strong, concise, simple statement about your business or brand that tells prospective customers why you are the best choice for them. Your USP very clearly answers the question, “Why should people do business with me and/or my company?” Here is mine:

Kathleen Gage is the “no-nonsense, common sense” speaker, author and product creation specialist, and owner of the highly successful company Power Up For Profits. Kathleen helps entrepreneurs make money online. Her clients are driven by making a difference through their own unique voices.

Considered to be one of the nation’s most passionate speakers, Kathleen is known for cutting through the fluff and helping people leave their sob stories behind so they can stop focusing on the past and start looking towards the future. She speaks and teaches about what she believes are the core elements of a successful life: accountability, integrity, honesty, and living with passion and hope.

Kathleen’s mission is to help people understand that their business is merely a means to get their message out to the world. She teaches that it’s not just about what you do, but the reasons behind why you do it.

Having a clear USP makes it easier to focus on both your product and the needs of your clients. If you have business partners, employees, subcontractors, or virtual assistants, a clearly defined USP makes it easier to get your team on board with your vision. They can understand your vision, be able to focus their energy on reaching the goals you have established for your business, and respond to inquiries appropriately.

Whenever a customer needs the type of product you sell, your USP should bring your company immediately to mind.

Author's Bio: 

Kathleen Gage is the author of: Power Up for Profits - The Smart Woman's Guide to Online Marketing scheduled for release in July, 2013. Get a sneak peek of the book with two FREE chapters at

Kathleen works with consciously focused speakers, authors, coaches and consultants helping them to build six figure businesses by packaging their knowledge so they can reach more of their market, impact positive change and create multiple streams of revenue.