Even if you work within a specific niche, it’s still not enough to differentiate you from the pack.
If you’re an executive coach in a sea of other executive coaches, the thing that will set you apart is your Unique Value Proposition. That means understanding how you are uniquely positioned to help your Divine Ideal Clients and making sure that is clearly communicated in all your marketing messaging and materials.
*Note: is it crucial to get clear on this before you try to create any marketing materials! When you are clear on your unique value proposition, every piece of marketing you need to create will become ease-ful.
Your Unique Value Proposition definitely includes your “sweet spot” – that is, the specific challenges you address for your clients. It also includes your credibility story, the outcome/results you provide for your clients, as well as your process. (Note: when you find your sweet spot, it will help you identify what is included in your process. Read more on finding your sweet spot here).
Of course, you must first be clear about who your Divine Ideal Client is.
Without knowing who your divine ideal client (DIC) is, you could be attracting the wrong client (or not attracting anyone at all). Once you’re clear on your DIC, you’ll have a sense of what they are looking for and how you can truly help them.
After you are clear about your DIC, you can work on your Unique Value Proposition. This could look like a series of bullet points on how you uniquely can benefit the client. Here are some questions that can help you clarify:
- What outcome or results do I create for my client? (Metrics and proven results are helpful)
- What is “in it for them” to work with me?
- What is unique about my process? How does it solve the unique challenges and pain that they experience?
- What are the top attributes/strengths I bring to my clients (my unique value)? *note: this is a good question to ask existing, happy clients.
- Why do my clients choose me over other coaches?
- What do my clients care most about?
Once you’re clear on your Unique Value Proposition, select several pieces that are important to communicate in your messaging: whether you’re out networking, writing web copy or choosing how to focus your content marketing, knowing your Unique Value Proposition is the basis to them all.
Tara Butler Floch