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I have been coaching solo entrepreneurs for the past several years and it is just mind-blowing to me how many of them have somehow missed this critical step I am going to share with you here right now  in their attempts to grow a successful online business, practice, or information empire.

There is a strange irony at work that explains why so many online entrepreneurs and information marketers are struggling to build lucrative enterprises at the rate they desire.  You see, we are becoming more prone to downright AVOIDING  the  ESSENTIAL aspects of growing our business because we think that the simple and most natural steps can be overlooked.  All we have to do is take massive action, right?  Or learn the right skills and knowledge, right?

Because of persuasive marketing, cultural conditioning, and a general lack of introspection, so many of us are trying to create business success without this critical foundation in place.  Yes, I am talking about your Unique Selling Proposition.

Without a totally clear connection with your USP, it is impossible to really succeed in business.  Your USP is your unique mission, the purpose you have on this planet as expressed through your business.  It is totally and utterly unique to YOU in the sense that nobody else can have the exact same USP because you have undergone a completely different set of circumstances, challenges, and breakthroughs than any of the other 7 billion human beings on this planet.

Your USP is the spiritual force behind your desire for success; it is the inner resource you fall back on when you are faced with obstacles.  It is your WHY in the largest sense of the word.

True business leaders and entrepreneurial visionaries are very, very clear on their USP.  They ‘get’ what makes them unique, powerful, and compelling.   Because they are connected with this, they tend to exude confidence.  The tendency to view business through the lens of scarcity, competition, or ‘trying to get your fair share’ is non-existent.

Why?  Because leaders are connected to their purpose, which prevents them from lapsing into victim mode.  It prevents them from being paralyzed by the various obstacles that challenge business growth.

Your USP is what makes you appealing and magnetic to your target market.  In fact, to back up a step, your USP is what allows you to know what your target market is in the first place!  The more clear your USP, the more targeted and effective your marketing.

The less clarity you have on your USP, the more time you’ll waste feeling confused, anxious, or uncertain.

The clarity of your USP generates this wonderful quality of certainty within you.  You KNOW the greater purpose of your business, you are CONNECTED to your personal mission, and you are CLEAR on the market that is the best fit for the services or products you offer.

Most entrepreneurs don’t really make the commitment to getting this clarity in place.  Because of this, they often STRUGGLE to generate the results they want.  There is either not enough revenue, time, fulfillment, or all of the above.

One of these WILL be lacking if your USP is not clear.  You will either struggle financially, be constantly pressed for time, or you will feel a nagging sense of dissatisfaction and resistance to the whole process of developing as an entrepreneur.

When your USP is clear, you are optimizing the chances of building a business that creates true freedom in your life.  If you have ever know business owners that make it all look so easy, it is because they know their USP.

What about you?  If I went to your website right now, could I tell within 5 seconds what makes you unique, interesting, and compelling?  Could I easily understand how you are positioned differently than your competition?  Is there any true creativity shining through in your copywriting or your general marketing message?

These are really, really important questions–and most of the time I know the answer within just a few seconds when I look at a new client’s marketing materials.

A 3 STEP PROCESS FOR CLARIFYING YOUR USP FOR PURPOSE-BASED BUSINESS OWNERS

1.  Make a detailed list of every single thing that you are passionate about in your business.  What do you LOVE about what you do?  What turns you on?

2.  Make a detailed list of the struggles and pains your target market is having.  Avoid technicalities or theoretical talk here.  Look at their daily life, get into their mind and write down what causes them to suffer.

3.  Match these two things up now by filling in the blanks for the following fomula that is in response to the question, ‘ So, what do you do?’

You know how a lot of people are struggling with _____?   And because of this they often feel _____?

Well, what I do is help people ______ which makes them feel ____________.

Think you have nailed this?  Great!  Now go through all your marketing materials and see if your audience can nail this as well.  Does your website clearly convey your USP right there smack dab on the home page?  Or do you make your reader expend energy, do you make them think about what you can offer them?

HINT:  Don’t make them think!  Be clear about your USP.  Stand confidently in the unique value you have to offer and trust that there is an authentic way to express and market your service or product.

The ones that do this skillfully are leaders and pioneers.  The ones that do NOT do this are doing what 90% of their competitors are doing–same mindset, same marketing, same copy, same end result–MEDIOCRITY AT BEST!

While this little tip here is specifically tailored to information marketers, holistic practitioners, network marketers, and service-based professionals, I don’t care what business you’re in– you MUST be clear about your USP.  It is the core foundation of your business stability, longevity, and integrity.

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