USP stands for Unique Selling Proposition, and it’s basically defined as whatever you do that is different—and probably better—than what everyone else in your field is doing.
These are things you do easily and with delight. They’re also things that you’re very good at. They are your gifts. And the specific combination of your gifts adds up to be WHAT you do. It’s the most natural thing in the world for you.
I don’t want you to focus on your job description here. This isn’t about what you think you should do, or even how you currently define your job.
This WHAT comes so easily and naturally to you that it’s a part of what you do all the time. You’ve probably unknowingly built your business around it, and the parts of your business that aren’t flowing well probably don’t have enough of your WHAT in them.
You naturally bring your WHAT to every client interaction, and it even shows up in conversations with friends, family, and random people you meet in line at the grocery store. It’s a part of you—a big part.
That doesn’t mean you haven’t had to work for it, or that it didn’t take discipline to master, or even that you’ve been good at it your entire life. It just means that right now, at the present time, this combination of greatness, skill, and brilliance adds up to your personal brand of awesome.
Keep in mind that we often dismiss our gifts because they come to us so easily. Don’t overlook something because it seems too simple or obvious.
A common response I get to these questions is, “Yeah, I enjoy that, and I do that pretty well, I guess, but … don’t a lot of people? Everyone can listen well/organize their thoughts/motivate people/work in a team/work alone/sketch a drawing/etc.”
No, they really can’t.
I know people who love to be in a crowd and people who can be alone in a room for days at a time. I know people who are wonderful listeners, storytellers, and communicators, but rarely is someone all three.
I know people who love to cook and people who love to clean, but rarely both. Some people are completely at home speaking to a group of 500 and some people can write 5,000 words a day.
We are all different, and the things that come the most easily to us are the easiest to discount because we feel like everyone can do them. They can’t.
By looking at all the things that come naturally to you, you’ll probably get closer to figuring out where your genius lies.
Most marketing plans don’t work because they’ve got you working on external circumstances before the internal ones.
Trust that if you really love to do it, people are out there looking for it. Right now, people are looking for Your WHAT, but they can’t find it because you’re either not providing it or not broadcasting that you are, so they’re settling for someone else.
Remember, the Universe wants you to succeed and be happy. Every star, leaf, blade of grass, and mountaintop is rooting for you to do more of what you love to do. That’s the only way the earth will work. The more that everyone does what they love, all the work and services in the world will get better, things will run more efficiently and effectively, and people will be happier. The entire world will know a little more peace.
I know. That sounds like a lot can happen just from doing what you love, but that’s how big a deal this is.
Doing what you know you came here to do is your own path to enlightenment/bliss/party-time/whatever you believe.
So approach this exploration of your uniqueness with a sense of responsibility and obligation to yourself and all of your current and future customers, with a belief that you are incredibly supported and trust that doing more of what you love is the best way to serve you, your business, and your clients.