To succeed, you must have something that sets you apart. This is referred to as your unique selling proposition (USP), also called your unique value proposition. You will need to answer the following questions:
- What are you offering?
- How does it solve customers’ problems?
- What is different about it?
- Why should someone buy from you?
- Why are you doing what you do?
The answers to these questions should be reflected in how you describe your business. You should be able to describe your business to anyone in a concise and compelling mannter. Everyone needs to have a compelling 30 second and 1 minute version of their “elevator speech” – or as we like to call it here, your Connect Now “Power Introduction” – that tells other people what their business is about and encourages them to ask more questions.
Here are some tips about how to present your USP:
- Outline the key points of your unique selling proposition and what’s different about you.
- Write a one sentence description of what you are offering, in terms of a problem and solution.
- Write another sentence that explains the key points of how you deliver that solution, in terms of features and benefits.
- Put it all together and practice it out loud. Revisit it over time.
Also remember, people like to hear stories. A story about how someone has used your products or services, is worth more than a long list of features or benefits. However, your story needs to be brief but impactful, and still fit within the 60 seconds.
Your elevator speech is the quick, yet effective, one liner you can use with friends who have no idea what you do or with business colleagues you meet at a conference “in the elevator.” It should intrigue them to want to learn more.