Note: don't miss the surprise at the end!!
In this master class we're going to go over three main things. All three are going to be so pivotal for your business moving forward, including marketing it really authentically and figuring out what your unique selling points are, how to market them and how to be known for that one specific thing.
I get asked about this A LOT and thought I needed to talk about it more! And... at the very end I’m also giving you something exciting!! I've wanted to do something like this for so frickin' long and I'm so excited that now is the time that I'm able to give this to you. Ah, it's going to be so good!!
Let's go over the three things we're going to be talking about in this training;
So, let's get started by understanding what a unique selling feature is. It's better known by its acronym USP. The definition that I found on Google is that USP refers to the unique benefits exhibited by a company, service, or product, or brand, that enables it to stand out from its competitors. So, with that being said, we're going to break it down into three different things. We're going to break it down into programs, business, and self. We're going to break down the unique selling features or USPs between each of those three things.
So we're going to start with our programs first. With each of these things I want to preface the fact that it's not necessarily the way that it's delivered. It's about WHAT is being delivered. So for example, if we're going to release a course it's not like we have to create a whole separate platform that nobody else is using for us to have this unique selling feature, like make it on Kajabi, make it on Teachable, whatever you want to do. It’s more important to focus on what is being delivered, that is going to be the unique selling feature. With our programs we want to figure out the unique, what is going to be delivered, not the how or the way that it's being delivered.
Some of the unique selling features that could be given are specific methodologies, systems or practices. Let's say if you have a unique way that you give a specific training, then that could be your unique selling feature. So for example, in my DM Script Bible I give you my exact step-by-step engagement formula. Or in Stickers I give you the exact ways to create your fundamental and visual stickers to stand out and do your own thing. Those could both be unique selling features. Anyone could break down marketing or anyone could break down a specific formula and make it their own, and the way you do it is the unique selling feature, it’s something that is completely unique to you.
With programs, another unique selling feature could be who it's being marketed to or specifically made for. So an easy way to stand out in a specific market would be niching it down, stating that it is only for online coaches, or people in real estate, etc. That way you're really standing out in that one specific market. It does corner you, but to your own benefit. Then you can also do bonus training or modules, group programs, like in my DM Script Bible I have a bonus module where I give you seven added strategies plus a lead tracking sheet. These things can all be unique selling features within your actual programs.
One thing that I do want to point out about testimonials and reputation is that those will come with time, especially with your program. Typically when you first release a program, nobody knows about it, nobody has gone through it yet. If you did a beta test, you can obviously use those testimonials. But the reputation and the testimonial, social proof, whatever you want to call it, from those actual, from the actual program is not going to be there, so we don't necessarily want to rely on that moving forward. We want to have something within the actual program that is the unique selling feature. Then the testimonials and the reputation will come with it eventually, once people get into it and they're like oh my god, this is the coolest thing I've ever seen in my entire life.
Our business and our brand are intertwined, considering that 99.9% of us are personal brands. So although our personal reputation is important, we don't want to rely on just the testimonials and just the social proof. We want to have some other kind of unique selling feature with it for it to really really stand out in the market. Like, yes, testimonials can get you so far, but if you're so general with the way that you're marketing everything people aren't going to be very clear on what you do and how exactly you can serve them. So some business unique selling features could be opportunities for extra support.
SOS calls, the opportunity to get on a quick 15 minute call when your client is in a pinch can be really, really awesome for unique selling features. Another example is VIP days or retreats, another way to connect with people one on one, like in real time, that's an amazing unique selling feature.
Then I want you to think about what makes you different as a human being! The way that I thought about this when I was first starting out in business and really wanting to stand out were what were the things that made me so happy in high school yet everyone made fun of me for them? Because those are typically your unique selling features, and those are the things that your inner child comes out and that's when your inner creativity comes out and that's when the judgment of other people, so the potential judgment of other people isn't coming through and that's when you're just truly being your most authentic self. So, think about what you got bullied for in high school that made you really happy. So for me that was just being loud and just obnoxious and just laughing my ass off without any kind of care in the world. That was me. I was very, very outgoing. So that could also be you. If you're introverted. If you are like a bad ass bitch. If you're just like don't give no fucks. If you're quirky or bubbly or shy or whatever that looks like, find those personality traits and use them to your advantage because those are the things that are going to make you stand out. So use those things to your advantage. I would love for you to find two or three of these quirks or traits and use your business to revolve around them.
So now that we have a list of our unique selling features for our programs, our business, and ourself, let's break down how to actually market them. So for our programs, if we're writing out a sales page, copy, Instagram story slides, whatever, we don't want to fall into the trap of sharing the deliverables and being like, oh you get access to this and this that and the other thing. Like we're not channeling the emotions just because typically with a methodology or a system or a strategy that's really niche and specific to you, where we fall into that trap because it's so easy. So what we want to do is the unique selling feature plus brief description plus emotions plus value.
For our business, there's two different ways that we can go about this. So, let's say if we're on a sales call and we want to really portray our unique selling features, whatever they are. At the end of the call, when you're describing what the program is. You’d go through the emotions like if they said, oh I want to make $10,000, and you would say, okay, this program is really great for you because we do this, that, and the other, to make you $10,000 or get you on the way to making that $10,000, so on, so forth. And then at the very end let's say you are kind of going through the deliverables briefly, you would say something like, okay, you would get 12 calls that we go over whatever you need in business. Again, that's the emotion, so we're not saying you get 12 calls and Voxer support. Make sure you're adding some emotion on there, because us as women, we like to feel the emotion of what we're actually getting out of things. So 12 calls you get, unlimited Voxer support so you can message me whenever you need me, plus you also have a VIP day with me, so if you ever wanted to come to Toronto and hang out and go to a spa day and plan out things in person, we could do that. Figure out the emotions that would go along with that and how it would feel for them to get the SOS call, get the VIP day, get whatever they want, and tie the emotions back to it.
For business with public facing, so use yourself as a meta example, I love this, you see people doing it all the time now, which I love. So let's say as a meta example, we could say something, like my fundamental sticker post that I made a few days ago that went absolutely crazy. For the brand IG bio, I used myself as a meta example. So I gave the systems and how to do it, but I would also be like, oh, mine is this. My fundamental stickers are this. Or you'll see people showing their product suite and they're using themselves as a meta example. So I know my coach, Shannon, from the Social Bungalow, did this not that long ago. But she was like, okay, these are all my top secret menu items. This is how to structure your product suite. Here's my product suite as an example. Here you go. So she's given you value while also showing everyone how to work with her. So once they read all that value they're like, oh my god that's so cool. Wow, I can't believe I just got all that value, and oh my gosh, I could work with Shannon like that. That's so sick.
Now let's briefly talk about this one particular thing that everyone always asks me; how do I be known for one thing? Let's break this down, we're going to make two different columns. There's going to be one of questions that people ask you all the time and there's one column of things that lights you up a lot. So for me, if I was going back and channeling the person who was trying to be a social media coach, but always talked about personal branding and never knew that personal branding was my thing, people asked me all the time, oh my gosh, they would ask me how to stand out on Instagram, how to be more authentic. They would ask me all the personal branding questions, and if I looked back on my content, and you can do this, too, I don't think I've deleted any posts. I may have archived a few, but you can scroll down on my Instagram feed and see when I was trying to be a social media coach but I was also a social media manager, and I talked about personal branding all of the time, and I didn't even realize that that could be a thing. I just thought that I had to be in this social media marketing box, like this business coaching box. Again, that's not the way to stand out, right? So if I was to have made that list, I would have eventually seen like, oh my gosh personal branding's my thing.
So, let's just say people are asking you all the time, how to stand out, how to make more money, how to engage with people in DMs, how to get more leads, how to be seen, whatever. Write out all the things that people ask you, preferably ideal clients and not what your mom and dad ask you. What the fuck do you do? Do you sell drugs? Are you in an MLM? That's what my parents ask me literally all the time. Asterisk, nothing wrong with MLMs. Then, in the other column, write whatever lights you up. I want you to be a little bit more specific in this column. So, really, if you have to, scroll back on your old content and see if you can see any patterns. So for me like the old patterns were personal branding or authenticity or some patterns for me are like polarizing posts or not necessarily calling people out, but giving trainings that aren't just like the top three ways to do xyz. That's kind of not my thing. I would rather just call people out, and so then they're like, oh shit, and then give them a piece of value. That's just my thing. That's what lights me up.
When you have written a few things under each column, I want you to combine and label. You will start to see patterns. Let's say a few of what you have written down all pertain to Instagram. So I'm going to label them all as one. And then, you start to notice that they’re actually more specifically related to DMing people. So I'm going to write down one, DM people. So, one is about DMing people. And then you notice that a lot of people ask you about personal branding, and so on, combine and label.
Once we've kind of labeled all of them, it's a little bit difficult to kind of put two and two together and really solidify. So then we're going to make a whole separate list. So, one, DM. And then I want you to write out everything that people are asking you. And if you had to put a label on it, what would it be? So let's say if people ask me all the time how to DM people and I knew that DMing people and building engagement and selling in DMs lit me the fuck up, I would call myself like DM specialist. Or I'd call myself a sales expert, whatever that might look like. Maybe, if you're like me, personal branding is your thing and you love talking about being authentic and owning your shit and having fun while doing business, that can also be your thing. Call yourself a personal branding coach or like a personal branding expert, whatever that may look like. There's literally endless amounts of opportunities.
When we're starting to think about this one thing and how to actually market this one thing, I want you to think how you can incorporate it into everything. So, let's go off the DM specialist. If I wanted to completely be known for killin' it and slayin' it and buildin' relationships and closin' all the dream clients in the DMs I would, first off, call myself a DM specialist or a sales expert or DM queen, whatever that may look like. I would probably ask a few of my ideal clients what they resonated with, and then get some market research from there. Because you want it to be searchable, but you also want it to be something that resonates with you and your ideal clients. I would create my new Instagram bio that goes off the fundamental stickers. So I'd change that. I would do market research, again, and figure out what exact questions people are asking. Again, you could go back to this list, but I would go back and see exactly what people are asking, so it's potentially building relationships, it's potentially closing clients, it's how to set boundaries, it's following up, personal invites, whatever that may look like, you'll get a lot of those things, and you can create content and trainings and all of that stuff off of it.
What I'm saying is, you want to have a really strong marketing plan around it, but you also want to make sure that you're talking about it all of the motherfuckin' time. Call yourself the DM specialist. Call yourself an authority in the sales industry. You can call yourself an authority because there's literally no authority police that's going to be like wee-woo-wee-woo, actually, you're not an authority because you only have x amount of Instagram followers. So, nope, you're not an authority. If you call yourself an authority people are going to be like, oh yeah, sure. Go for it. Picture this...let's just say you were to walk into a corporate business meeting or even like a Zoom call. There's a bunch of people on a Zoom call, then you're wondering who's going to host this meeting, and if someone just stands up and they're like, I'm hosting this meeting you'd be like oh, yeah, yeah, sure. It's just like if you own the fact that you're the authority in the room, people are going to be like, yeah, okay, she's the authority. So call yourself the motherfuckin' authority, call yourself the expert, call yourself the specialist, because once you own that people are going to be like, yeah, she is. She's killin' it.
Soooo without further ado, my big surprise...I made a DM personality quiz!!!
Aaaahhh. I'm like, I love quizzes so much. If anyone's ever gone onto Buzzfeed and just gone down a rabbit hole of what kind of cheese am I? That's me, okay? And so the fact that I was able to make a quiz, I'm so hype. So, what this is, it helps you figure out what exactly your DM personality is as of this current moment. So, now that we understand our brand's personality we want to make sure that we're conveying that brand personality also into our DMs so we're able to sell more people.
When you take the quiz, you'll get an automatic, you'll get an automatic response of what to say in the DMs to help better your relationships or like follow up, set boundaries, whatever you need. So take the quiz. I'm frickin' so excited.