The coaching community is experiencing a glut. Where a decade ago it was uncommon to run into someone who stated that they were a life coach or a business coach, that is no longer the case. Today, you’re competing with countless other coaches for the attention of prospective clients. To attract those clients who believe that you have what it takes to help them achieve their goals, you have to be able to differentiate yourself from the rest of the pack. You need a unique selling proposition (USP), the big differentiator, that sets you apart from other coaches and communicates the unique value that you bring to the table.
One of These Things Is Not Like the Others
While we have not reached the stage where coaches are a dime a dozen, there is a wide range of coaching practitioners available. Most coaching clients aren’t sure of exactly what they want or need in a coach and think one coach is as good as another. In their mind, they just need a coach. It’s for this reason, it’s important to create an impression that allows you to stand out from the crowd. Leveraging your USP is how you differentiate yourself from other coaches who offer similar services.
Consider what makes you unique as a coach. Perhaps it’s your experience in a particular industry, your approach to coaching, or the results that you deliver. Your delivery method, credentialing, and ability to tailor your interactions to the need of the client are all criteria that contribute to creating differentiation. By highlighting these qualities in your USP, you can communicate to prospective clients why they should choose you over other coaches.
A One in a Million Coach
One of the biggest challenges that coaches face is communicating their value to prospective clients. A prominent USP can help you do that by providing a clear and concise message about what makes you valuable as a coach. Your USP should be focused on the benefits that you offer to clients rather than just the features of your coaching services. For example, instead of saying “I offer one-on-one coaching sessions,” you could say “I help busy women entrepreneurs build a thriving business and maintain a healthy work-life balance through personalized coaching.” Being specific about the results you help clients achieve makes working with you even more compelling. Here are some more examples:
- “I help cash-strapped business owners increase their revenue by 30% in 90 days using my proven 3-step system.”
- “As a leadership coach, I help high-performing executives navigate complex challenges and achieve their goals.”
Once you have identified your USP, it’s essential to communicate it effectively to your target audience. Make it part of how you describe yourself and your coaching practice. Further solidify your USP by incorporating it into your website, social media profiles, advertising, and other marketing channels. Your overall messaging should be consistent with your USP, and your brand identity should reflect your unique approach.
Specificity Attracts the Right Clients
Not all clients are the right fit for every coach. Specificity in your USP is important. By being specific, you are more likely to attract the clients who are the best fit for your coaching services and repel those who aren’t. For example, if your USP focuses on helping entrepreneurs prepare their exit strategy, you’re more likely to attract clients who are business owners approaching retirement rather than clients who are looking for personal life coaching. By attracting the right clients, you can build a reputation as a coach who gets results and who is the “go-to” in a particular area.
Be Proud of Your “Big D”
In a crowded coaching market, your unique selling proposition is key to attracting the right clients and communicating your value as a coach. By differentiating yourself from other coaches, communicating your value, and attracting the right clients, you can build a successful coaching business that helps clients achieve their goals. Take the time to craft a “Big D” that reflects your unique skills and experience, and you’ll be one step closer to standing out from the coaching crowd.
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