At this point we are talking about marketing massage - the words you use to present yourself.

Imagine a client, Bob, needs a particular result, let's say, stress relief. In your area you know for sure that at least 35 other therapists can help Bob with that problem. But not one of these therapists is marketing this fact. So does Bob know that these therapists can help him? No. He is stuck.

So when you build a strong statement into your advertising that focuses on stress relief, in Bob's eyes, you are suddenly completely unique.

So always remember, if you feel funny about advertising yourself as unique, it is not about you! It is not about what other therapists think about you. It is about Bob. Helping Bob find what he needs.

For this reason you can be completely unique in the mind of your potential client, even though you provide exactly the same services that other therapists provide.

But we both know that you will be completely unique not only in your client's mind, but also in every other way. Because remember, you are going to solve more of their problems, through their entire experience with your business, than anyone else. And you will value your clients more, because you understand clearly their lifetime client value. You know how much they are going to give back. They are friends. They are going to make the life you want possible.

OK. So, how do you come up with this completely unique statement for marketing your massage? And what should it include?

There are three parts of the Unique Selling Proposition statement.

1. Proposition means you are proposing to your potential and existing clients that they take advantage of your unique services. This is not just information about you. This is a proposal for them to take action.

2. It must be unique, meaning no one else in your area can, or does not, offer this benefit (or they don't market it).

3. It must be powerful. Meaning, the value of this benefit is so clear and desired that it evokes action from a big target market.

For our goal of Client Problem Solving Marketing for massage, the proposition part fits right in. Strongly suggesting that a client takes advantage of your unique benefits is very good for many people, because many people need a little bit of pressure. Why? Most people have a procrastination problem, even when it comes to their health. They need direction to help them take care of themselves.

Let's create your own USP.

1. Make a list of the most distinctive benefits you offer, including both types, about your service, and how your business provides your service. Now rank them in order of what you think are the most completely unique in relation to your competition.

2. Now pick the most powerful benefit you have to offer that is unique. It is possible to use different USP statements for different target markets. But most likely, you will have one major benefit that your entire business is focused on. So for now, just pick one area that you really stand out on.

3. Now list the different risk reversal methods that are the most unique and powerful that you want to use. Pick the best method.

4. Is there a big enough target market of people who want this benefit? Make sure you don't limit your potential client base to much.

Continue - Unique You - Page 3

Back - Unique You - Page 1