A Unique Value Proposition. You know you need one. And you've tried. But for whatever reason, that highly-coveted UVP doesn't come easily to you. And when you've tried in the past, it sounded cheesy and felt disingenuous.

So, if you're like most business professionals, you've probably given up on crafting one of your own ... better to not have one than to sound like a used car salesman, right?  And yes, I agree. If you sound contrived or artificial, you'll turn away more business than you attract. And you’ll compromise your confidence while you’re at it.

However, that doesn't change the fact that a strong UVP is invaluable. It quickly positions you in your area of expertise, and helps your audience qualify themselves or their potential referrals. Short of a massive advertising campaign, it's the fastest way to attract new clients and claim your specialized niche in a commoditized marketplace.

When your UVP roles off your tongue as easily as your name, and you feel fully congruent with it, you'll find that you will use it easily and generate better results. The critical part is that you're confident, congruent, and sincere with your UVP. Here's a 5 step process to help get you there:

1.  Briefly describe your client and their key issue.
(e.g., overwhelmed executives, busy and active moms)

Make sure you can actually picture that client in your mind's eye to ensure that your description is clear to your listener.

2.  Outline benefit to client.
(e.g., get more done in less time, be calmer and more present for family)

Describe benefits that evoke a sense of ease, inspiration, simplicity or some sense of, "Yes! I want that!" This is where you help people connect with the ultimate long-term benefit of your work. It creates emotional connection.

3.  Summarize how you do it.
(e.g., train to apply 5 techniques, coach to shift mindset)

Highlight your methodology, process, or approach with an action word that confirms progress and results.

4.  Define the Value to your client.
(e.g., improve focus by 50%, prioritizing self-care)

Clarify the focus of your work. Describe what you actually do to deliver Value and achieve the benefit outlined in Point 2. This is the logical, rational reason that your clients work with you.

5.  Use it. Practice it. Repeat it often. Own it.
This part often feels awkward and uncomfortable at first. Initially, it’s not going to feel natural because it’s a new language pattern and a habit that you haven’t yet developed. Use it anyway ... whenever possible. After a time, you’ll have some practice, you’ll feel less “scripted” and it will start to feel natural. From there, the more you use it, the more you’ll own it and start to express the confidence, clarify and conviction you need to attract better, more qualified clients.

Here are some sample UVP’s, using the examples above:

I enable overwhelmed executives(1) to get more done in less time(2) by training them to apply 5 simple techniques(3) that improve their focus by 50%(4).
I help busy and active moms(1) be calmer and more present for their families(2) by coaching them to shift their mindset(3) to prioritize self- care(4).

By making the decision to start 2015 with a renewed focus on improving your positioning of Value in your marketplace, you are making a commitment to claiming your area of expertise. As such, you will inevitably uncover more opportunities and improve your client results ... and your business results will improve as well.

And that’s the greatest potential benefit to you from having and using an effective Unique Value Proposition.

Oh, and by the way, in case you’re wondering ...

I coach professional services executives in commoditized and highly regulated industries(1) to differentiate their offer(2) through our seven-step program(3) so they can attract better clients and increase referrals(4).