How to Sidestep the “Unique Value Proposition” Struggle

Aug 10

You don’t need the perfect “I help…” statement. All you need is your why.

Two things happened recently that got me thinking:

1) On a recent IG live I did with my OG biz coach Michelle Ward, I realized just how badly the term "elevator pitch" needs a rebrand, and

2) A client told me how much she struggled with the "unique selling proposition" section in her copy questionnaire, and that was NOT the vibe I wanted for her.

So I'm here to officially declare, by the copywriting powers vested in me, that struggling with your "I help..." statement is over - here's what we're gonna do instead.

Forget the "what" you do for a sec and get real fired up about the "why."

Let's think about it:

The whole concept of an elevator pitch is rife with a nervous, proving, perfectionist energy. When you imagine chatting with your perfect client, do you imagine being trapped in a rapidly descending metal cube in which you have ten seconds to say the perfect words to convince a man in a suit that he should be interested in what you do? NOOOPE. So that's out.

And as for the USP/UVP/blah blah blah, that formula actually has a knack for making you feel 0% unique instead.

... So I'm a life coach who helps women find clarity... yeah, me and half of the internet.
...So I'm a wedding photographer who... helps... couples... have pictures to remember their wedding?

^That doesn't even come close to capturing the fullness of who you are.

**But the WHY on the other hand... that's where the good stuff is. It takes the pressure off of finding the perfect wording and instead taps straight into the heart of it all - why your work matters.**

So next time you're trying to figure out how to talk about what you do, start here:

1.) What's something that really bugs you about your industry? (This tells you something about your values, your unique perspective, and what you do differently.)

2.) What's something that really bums you out about what your people are struggling with right now? (This tells you something about your genuine care for your work and your clients, and how you want to make a difference for them.)

Now you've got some actually meaningful, deeply-felt words to help you talk about your biz with pride and heart.

(And if you wanna tell me what you come up with, you know I am SO here for that.) Message me on IG at @littleflamecreative!