How many times have you been asked that question? I’m betting you will have struggled to answer; after all, very little is genuinely unique these days! If you’ve been wondering and worrying about this one, I’m here to grant you a reprieve. Yep, really. Drop all that pressure around creating a USP and focus on being more YOU. Personal brand is where it’s at… that is what makes you unique. Your personality. Your values. Your experience. Your knowledge. Your beliefs. Your behaviours. People buy people – that old adage is still true. Show up, show your true colours and be of service and the right people will connect with you. What’s more, if you’ve learned how to show people what you can do power-fully, and how to confidently lead conversations about your options and fees, many of them will become your clients. Though I absolutely believe the concept of USPs is a little outdated, let me clear away a few misconceptions that could be tripping you up! The term was first introduced into marketing theory and practice in 1940, as a unique “sales promise”, in the context of product and service advertising. It was about showing off the benefit of one product against ‘competitors’, and designed to lead consumers to form preferences. I read an excellent article about the history of the USP, which showed how it had evolved over time and gave examples of slogans and advertising promises. If you’re feeling particularly boffin like, you can read it here.  Where a lot of people have tied themselves in knots is trying to find something different about themselves, or their products, to create a USP. If we look at the original intention of the good old USP, it wasn’t about the actual product being unique… it was all about the sales promise. As an example, Domino’s Pizza used to use this: “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.” That doesn’t say anything about the actual pizzas being unique, does it? It’s all about making a statement with their advertising promise. So, if we go back to basics, sure, get to it creating your USP… BUT… Remember it’s about a sales promise; it doesn’t need to mean your products and services need to be unique, and it doesn’t mean you need to niche down so dramatically that you become a master of fugg all! In that context, we probably all have USPs, and we probably need to shout about them far more! A few of mine… YOU’LL ALWAYS PAY THE LOWEST AVAILABLE PRICE, or THE SOONER YOU SIGN UP, THE LESS YOU’LL PAY When you sign up for coaching with me, you lock in that price for the duration of our agreement. Doesn’t matter how much my fees increase over time, you will only ever pay the monthly amount you signed up for while we’re working together. In short, prices never rise for existing clients. (It doesn’t count VAT, obvs – I can’t control what the powers that be do with that!) COACHING WITHOUT THE BOXES or COACHING THAT FITS YOU, NOT A SYSTEM or (if you want to have fun with it) COACHING THAT FITS LIKE YOUR FAVOURITE JEANS. I won’t squeeze you into an ill-fitting box – coaching and mentoring is always tailored towards YOUR individual needs. There’s no structure, system or defined process we need to adhere to – we do what’s best for YOU. See? If you approach a USP with the original energy and intention, it gets much easier, doesn’t it? You don’t need to be entirely different from every other coach or business owner (reminder: that’s about your personal brand, not your USP), but it always helps to have a promise and shout about it. Helpful? Drop me a line. Let me know what thoughts and feelings this brought up for you. Until next time, #UnleashYourAwesome Taz X

PS: Wanna see me in person? Live and unleashed? I’ll be speaking at The Great British Expos at Twickenham on Thursday 22nd June 2023. You can book your free ticket HERE. PPS: Want to work with me? Here’s how…ONE-TO-ONE COACHING: There are a number of options for those who prefer a longer-term commitment to their confidence, personal brand, growth and prosperity, though some programmes will have a waiting list. I have availability from the mid/end of July. Hit reply and let’s talk. If you’re looking to book in for one off sessions, including Power Hours and Deep Dives, contact me for availability. Your investment for personal coaching with me ranges from £225 + VAT per month, right up to £48,000 + VAT for a year-long intensive. Ready to #UnleashYourAwesome? #UNLEASHED: If you’re a coach, healer or therapist looking for regular group coaching, accountability, content creation, business building, PR, pricing and client creation support, #UNLEASHED may be the programme for you.  Run jointly between Asha and I, this is a low-cost option for those who need to level up but aren’t yet ready to commit to full-price coaching. Sign-up is for a minimum of 12 months and costs just £69.99 per month. #ELITE25 IS BACK! Want more information? Or are you ready to commit? Hit reply and let’s make 2023 an elite year for you and your business.  THE BIG ONE and THE BIGGER ONE: Dates, pricing, and more information are now on the website. You can pay your deposit online. Reply to this email if you have any questions. MAXIMUM OF TWO PLACES REMAINING!  THE HEART OF SPEAKING: Our award-winning speaker training retreat. Dates and prices for next year’s event coming soon. Reply to this email to register interest.