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## 3 Step Formula to Writing Your USP

There is an easy 3 step formula, and this is something that we are going to do. This is a formula, created by John Carlton, a member of GKIC. And this is an easy way to be able to create a USP. You can make it fast, you can make it slow, you can create it many different ways. There are people who have a word for their USP. So you don’t have to use it, but some people have a hard time getting their brains to flow. So what I want to do is help you get your mind flowing today.

Your USP is not product driven, it is specific to you and your customer. A USP defines what makes you unique in terms of what your competitors don’t or don’t offer. Many people can market and sell your product, but not everyone can bring the specific detail and care to the table that you do. Focus your USP around your offer, your uniqueness and how it benefits your customer.

**1. You start the first part of your sentence with “Who do we help?”** Who is your market? Who do we help? And then the second question is “do”. Who do we help?… and yours is unique to do. This is where you need to ensure you offer your unique proposition. What is the benefit to them? Your target market is going to reap this benefit.

**2. To: **Describe what you do… This is where the unique comes in. Tell someone what kind of person you want to work with and what benefits you bring to them. It’s not about you…it’s about how you and only you can benefit them.

**3. Notwithstanding: **Here, we bring a worst case scenario that lets them know that you will be there for them when the worst case comes. Maybe when they have a loss, maybe when they lose a loved one, maybe when they are injured. Use this section to let them know when you’ll be amazing and they’ll be eternally happy they put their business with you.

Remember, you can’t be all things to all people.. that’s not reality. Customers who spend a ton of your time and energy cost more in lost revenue than the value of keeping them. Our USP should be centered around attracting the right people. People who want to do business with you and people who refer you business, and will increase your influence in your community.

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