Module 5: Define Your System’s Unique Value Proposition

Mapping out your system in a clear and structured way is a huge step forward. Now, you need to start thinking about how you’ll show potential customers that this is the system they need.

The first step is to identify the benefits of each step in your system to your target market. This is what you’ll be doing in this module, as well as looking at what competition exists for your system.

Your Signature System Is Unique

Even though other people may have come up with a similar solution to the problem you faced, your system is unique because you designed it using your unique approach.

Identifying your exclusive take on a solution is what sets you apart from the competition. It’s what you can use in your marketing to show how your system is different from others.

Drill Down to The Benefits

Your benefits are what will persuade prospective clients to buy your system. They will see the possibility of finding a solution to a pressing problem and they’ll want to have it. Your benefits promise the solution to your clients’ challenges.

Here’s the way to identify the benefits:

Benefits of your coaching system

  • Go through each step in your system and the step outcomes you identified in the last module
  • Write out the benefits of each by answering the question in the customer’s mind, “Why should I do this?”
  • For example: You offer a productivity system to help business people make the most of their time.
    • Step 1 asks them to write down everything they do in a day. Why do they need to do this?  The benefit is that they can identify where they’re wasting time or where they can cut activities that aren’t adding value. If they don’t write everything down, they’ll just be guessing, since most people can’t remember every task they did in a day. Then they’ll be wasting even more time trying to remember. But by writing it all down as that first step, they end up with an eye-opening list.

Research Your Competition

It’s always worth looking at what is already present on the market. This shows you that people are buying solutions in this area of expertise, so you know an interest and a need exists.

You may already know of similar systems to yours or you may not. To find out, you need to do some research to see who’s offering something similar.

Search Engines

Use search engines to help you. Also look on Amazon for books on your chosen area of expertise. It’s possible that someone has already written up their system for publication.

Always record the results of your research, including price. The data can be useful to refer to later.

You want to find out how your competitors propose to solve the problem their system addresses. This will show you the benefits they are promising customers.

Compare..

Compare your system to theirs to identify how your system differs. To stand out in the marketplace you need to highlight what sets you apart.

Write a Unique Value Proposition for your system. Your UVP is a clear statement that describes the benefits of your offer, how you solve your customer’s needs, and what distinguishes you from the competition.

Key Takeaways

  • Identifying your unique take on a solution is what sets you apart from the competition.
  • Take time to define the benefits of your system. These are what will persuade potential clients to purchase your program.

Action Steps

  1. Quick win: Go through the outcomes of each step that you identified in the last module. Write out the benefits of each by answering the question in the customer’s mind, “Why should I do this?”
  2. Record your competitor research results in your Action Guide.
  3. Write your UVP to show how your system is different.

Todd McCall

Instructor

I help practices who are marketing professional services get the attention they deserve by developing an online presence that converts visitors into clients.

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