Your Unique Selling Proposition

Purpose –  Activity: Define your Unique Selling Proposition

A Value Statement allows you to focus your time on what is most important to you. When you develop a Mission Statement or Unique Selling Proposition, or USP, sometimes known as a Unique Value Proposition, you gain clarity on direction and purpose.

Are you ready with an answer to the question “What do you do?” or “Tell me about yourself?” Do you have a clear, concise, creative, compelling answer to these questions? Knowing the answer will help you to choose goals that are aligned with purpose.

A Unique Selling Proposition is a concise, clear statement of the special benefit you provide. It’s about how you will add value with your talents. Combine your USP with your why and add colorful metaphors, images, and stories for an elevator speech that inspires interest and starts a conversation.


Capture information with the free printable Value Statement Worksheet (pdf). Check out the Brand and Purpose Toolkit for more tools.

In this exercise, you first cast a wide net to gather the information needed, and then condense it to the essentials. This process is similar to how a writer creates a character: they learn all about the interests and motivations of the character, even though only a small amount of the information may make it into the story. That underlying knowledge of the character makes for compelling writing. A USP and an elevator speech are similar; they are like an iceberg, with only the tip showing. With this information you can elaborate with more detail depending on the situation and the response. Crafting a value statement is not an easy task, and it is an ongoing process, but it is the best tool for finding focus.

Start with the basics:

1. Who: who are you, and who is your target audience?

2. What: do you do, with what talents? What problems do you solve, what projects are you working on, what is unique about it, what are the benefits of what you offer, what value is added?

3. Why: because you are passionate about, believe in, interested in what?

Make it interesting:

1. Start with Why. In his TED Talk, Simon Sinek says “People don’t buy what we do, they buy why we do it.” They are also most interested in our why.

2. Use a colorful metaphor that describes the benefit, process, or result of what you do.

3. Use an image that captures and communicates the ideas.

4. Use a story that connects with emotion. Describe how you first became interested in what you do.

Combine the elements into an elevator speech:

  • Hi, I’m (name)
  • I’m a (metaphor for what you do)
  • Because I believe in (this)
  • I am a (job description)
  • To solve (this problem)
  • For (this target audience)
  • I provide (this product or service)
  • To provide (these results and benefits)
  • I do this by (doing this in this unique way)

Next Steps:

  • Practice. Videotape yourself and watch it. Practice it some more!
  • Put your business card in a nametag holder for a conversation starter.
  • Memorize data/statistics that back it up.
  • Learn more about Personal Branding and Marketing U.


This is one of the weekly activities for a Year of Personal Development.

I enjoy finding great information, combining it in new ways, and packaging it creatively. I'm highly interested in the areas of goal setting, time management, and skills to improve life.

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Posted in work skills, Year of Personal Growth
14 comments on “Your Unique Selling Proposition
  1. […] Your Unique Selling Proposition ( […]

  2. […] PlanIt Create a Vision BoardYour Unique Selling PropositionHousehold Notebook ContentsLeaving a LegacyMap Your […]

  3. […] a closer look at your activities to see if they support your core value statement (Unique Selling Proposition or Mission Statement) and provide a good return on the investment (ROI) of the resources required […]

  4. […] your value statement or unique selling proposition, your projects and […]

  5. […] time where it most matters to you, begin by setting goals that align with your value statement or Unique Selling Proposition. Learn how to set goals and achieve them with this free tutorial. Learn more with the Daily PlanIt […]

  6. […] also have a folder with lists to capture Ideas. Your core value statement: mission statement or Unique Selling Proposition, is the central point from which goals, projects, and actions […]

  7. […] See also Your Unique Selling Proposition. […]

  8. […] The process of discovering your personal brand provides clarity about what you are passionate about. Read more at Personal Branding for a Purpose, and Your Unique Selling Propostion. […]

  9. […] After looking over the various areas of your life and thinking about how things have gone and what you want to do next, review your value statement. […]

  10. […] focused: Review your Unique Value Proposition and Projects, pick your priorities and keep your goals visual and […]

  11. […] you afraid to succeed? ASK: “What am I afraid of losing if I succeed?” REMEMBER: your why, the reason you believe what you want to do is important. Think of times when you were independent […]

  12. […] Review your value statement. […]

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