Purpose – Activity: Define your Unique Selling Proposition
Your value statement is a power tool for focus.
Focus is your superpower, and a value statement is the power tool that can help you achieve it. A value statement targets how you will use your time on what is most important to you. When you develop a Mission Statement, you gain clarity on direction and purpose. A value statement will also help you to choose goals that are aligned with purpose.
Your value statement communicates your unique value.
In the business world, companies talk about a Unique Selling Proposition, or USP, sometimes known as a Unique Value Proposition. You are unique, and including the unique benefits you provide in your own statement makes it compelling. I prefer the term value statement because I believe it is important to include the value you add based on what you value.
Your value statement will help you in interviews and networking.
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? These questions often come up on networking occasions and job interviews.
Your value statement should lead with the most important information.
In journalism, stories lead with the most important information, with more detail that follows. The goal is to hook interest so you continue reading. In a similar way, with a value statement you want to lead with WHO, WHAT, WHY & HOW. Your statement must be clear and concise, but also interesting. A concise, clear statement of the special benefit you provide should include:
The formula below is helpful…
Download a form to create a value statement at slideshare.
Convert your value statement into an elevator speech.
The purpose of an elevator speech is to create interest. The goal is to inspire a further conversation, and this must be accomplished in a matter of seconds.
If your elevator speech inspires further conversation, be prepared to elaborate in more detail. 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?
4. How: the unique way you solve the problem.
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.
Be prepared to expand with:
- an image that captures and communicates the idea.
- a story that connects with emotion. Describe how you first became interested in what you do or a time that you made an impact.
- a project you are working on
- features and benefits of the product or service you provide
- statistics regarding the problem you solve
- your vision for what the future will look like when you solve the problem
Combine the elements into an elevator speech:
- Hi, I’m (name)
- I’m a (job description/metaphor for what you do)
- My mission is to solve (this problem)
- Because I believe in (this)
- I provide (this product or service)
- To help (this target audience)
- So they can (these results and benefits)
- I do this by (doing this in this unique way)
- 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.
- Review it often and change as needed.
- Learn more about Personal Branding and Marketing U.
- Personal Branding Tools at List.ly
- Pinterest board and WIKI resources on Value Statement or USP
- Pinterest board and YouTube Videos on Elevator Speeches
- Pinterest board on Networking
This is one of the weekly activities for a Year of Personal Development.