Category Archives for Business Success

Strategy: There’s More Than One Way to Eat a Burger…

With 6 burgers, 4 slices of mature cheddar cheese, 6 rashers of bacon, topped with pulled pork in a lightly toasted brioche bun, you might think the Devastator Burger is too big to eat.

At first glance, it seems massive. There’s just so much food, and it’s all the wrong foods together, stacked up and what looked tempting when you ordered looks like there’s enough food to feed a family of 10.

Business can seem the same too. There can seem so much to do, and so much that needs doing. Where do you start? How do you get to the end? What do you do along the way?

Eating a huge burger, and business have many things in common. Without a strategy, you won’t be able to eat the burger, and the same goes for business. Without a strategy, you won’t complete the goals that you need in order to live the life of your dreams.

You’ll also have regrets… Remember that huge burger that I couldn’t eat? Remember when I started a business?

And your friends will remind you about it all the time – remember that huge burger you got that time? Why didn’t you finish it? Eyes too big for your belly!  Remember that business you started? How did that work out again? You won’t enjoy barbecues or get-togethers ever again if you don’t have a plan.

It can seem that people only remember the struggle, or the failings and not the successes. Human beings are wired to recall things this way, but let’s give them very little to remember about 😉

Start with what you’ve got

List what you have. All this burger consists of is 6 burgers, a bit of cheese, a bit of bacon, pulled pork and a brioche bun. Why a brioche bun? Well, this gives you the advantage – no sesame seeds to get caught in your teeth. This type of bun is rich in taste as it’s made with eggs and butter, and even when lightly toasted it has a shiny exterior glaze. A normal burger bun would soak up the juices and become soggy. This type of bun holds the burger in burger shape for longer…

The same with any business related task – break it down into components. Business is always overwhelming when you don’t know what to do or where to start. This isn’t where you want to be. You don’t want to fixate on the size of the job or you’ll never start.

Remember not to focus on the enormity of your task

Break your tasks into smaller items. When I have a burger this size after admiring it and taking a photo for Instagram, I take it to pieces. All I have now is a plate full of food. Do this with your business strategy – create smaller pieces that can be separated from the end outcome, but when combined achieve your goals.

When Sarah shared the photo on Facebook, there were a lot of comments about the size of the burger. If you’re surrounded by people reminding you of the enormity of your commitment, put them from your mind. They’re speaking from their own point of view, and that’s not your view is it? They don’t know your strategy.

Now I have a plate full of meat and I cut it into smaller pieces, and then I eat fast. When you eat fast you don’t listen to your body signaling its full. If you drink water or coffee with your food you will find that you can eat more. Now, I don’t recommend you eat this way often. It’s not a healthy way to eat at all. I have a burger like this once every 18-24 months. I could not sustain eating this way more frequently, and it would permanently damage my health. Know that you can do something like this a few times in your lifetime, but the goal is worth it.

Implementing your strategy is the same. There will be things you do that are not good for you  – like pulling an all-nighter to get something done. These happen when there’s no other alternative (like outsourcing, sub-contracting etc). Like swotting for an exam, it’s something you do for a small amount of time to achieve a specific goal. Know and understand this. If you’re pulling too many all-nighters then you need to get assistance. If you find your relationships are deteriorating then you need to get support in. If there are skills you lack, you have the option to learn them or the option to buy them in. You do not have the luxury of complaining about what you lack.

In the case of my burger, I had two daughters eyeing it up, waiting for a signal that they could have a bite. That signal didn’t come, but it was reassuring to know the burger could be devoured in a heartbeat if I’d sat back let my assistants help.

I ate this enormous burger in my own time. There’s a devastator burger challenge, where if you eat the burger in 10 minutes you get a t-shirt. I’ve plenty of tee shirts and plenty of time. For me, eating this burger at my own pace was more important than the thought of something else cluttering my wardrobe.

Did I finish the burger?

Yes and no. I left a bite of the brioche bun, about an inch in diameter. They’re not my burger bun of choice. Purists will say technically I didn’t finish the burger. This is very easy to say when you’ve not eaten 6+ burgers. For them, the task wasn’t completed, but for me it was.

The same applies to your business strategy. You may have 99% of it in place, and you’re growing at a pace you can handle without too many all-nighters, staffing issues, or cashflow problems, then you’re in a great place. Most people don’t achieve this level of success. They quit as soon as they see the depth of what they need to do. Don’t let the 1% missing make you feel like a failure. Don’t let other people make you feel bad for achieving something that they haven’t done themselves.


  • Big tasks can easily be made into smaller tasks
  • You can get help
  • You don’t have to do it at someone else’s pace
  • You can do things that are tough every now and then but not all the time
  • To know your own success measurements and compare yourself only to them

What’s next on my food challenge? Well, I have my eye on a huge steak…

To your success


Confidence Hack – Write Those Goals Down And Check Them Off

Yesterday we talked a bit about setting goals and why it’s important to set meaningful and specific goals that are measurable. I hope you’ve spent a little time thinking about what some of your own goals may be. That’s because today it’s time to put the theory to practice and use writing down goals and checking them off as a confidence hack.

This isn’t going to be as hard or as complicated as you may think at first glance. Yesterday we talked about some pretty big, long-term goals. While those are great to have, there are also much smaller, daily goals we can use to get a boost in confidence. These are the small goals you want to write down and check off. Sometimes they are part of your bigger goals, sometimes they aren’t.

Think about what you want to get done today. Maybe this includes making a meal plan for the week, finding some time to read a book, or taking an hour for yourself to play a video game. Maybe it’s weeding the garden. Maybe it’s replacing the windshield wiper fluid in your car. It doesn’t matter how large or small, write those goals down on a small notepad that you can carry with you or leave at your desk or kitchen counter. Then, as you accomplish each small goal, check it off. You can put a check mark next to it or cross it out. Try them both and see which one feels better.

It’s very satisfying to check items off your goals or to-do list. Each time you check something off, you get a mini boost of confidence that will help motivate you to tackle the next task, and the next one. Mix and match goals or tasks that are very easy to accomplish, and those that take a little longer or require a little more will power on your part.

Play around with how much you put on your list to check off. If you find yourself overwhelmed with too many tasks and goals, limit it to no more than five things. If you find that you can’t possibly make it through your entire list and that not finishing gets you down, make sure you add no more than what you can comfortably finish. If on the other hand having quite a few extra items on that list motivates you to see how much you can check off before bedtime, load up that goals list. Make it work for you and see what system gives you the biggest boost in confidence and courage.

Confidence Hack – Strike A Power Pose

So far, we’ve spent a lot of time talking about theory, concepts, and creating habits that encourage confidence. That’s great and if you take what I’ve shared to heart, it will benefit you greatly over time.

But consider that these ideas and strategies take time to implement and time to see results. Sometimes you need a little “quick fix” that makes you feel more courageous and gives you an instant boost in confidence.

That’s what the confidence hacks I’ll be sharing with you throughout the rest of the challenge are about. We’ll start today with something that only takes a minute or two to work – the Power Pose.

What Is A Power Pose?

A power pose is a particular way to stand or sit that gives you an instant boost in confidence and courage. Research done on power poses even suggests that your body language or the pose you strike influences your hormones. In particular the poses I’m about to share with you give you a boost of testosterone if you hold them for about two minutes.

You can strike these poses standing up or sitting down, and use them anytime you need that little extra confidence boost.

How To Strike A Power Pose

The easiest power pose in my mind is the “Wonder Woman”. Stand with your feet about shoulder-width apart and your hands on your hips. Look at a picture of Lynda Carter as Wonder Woman to get the perfect image of this pose.

When you’re at your desk, lean back in your chair, put your hands behind your head, and put your feet up on your desk for another strong power pose. If you don’t want your feet on your desk or are in an environment where that isn’t possible, lean back in your chair, keep your knees apart and rest your arm on the back of the chair or put it behind your head.

Simply standing up tall, or standing at the table during a meeting with your hands on the table, leaning in slightly can have a big impact. The most important thing is to not hunch over and don’t cross your arms in front of your body.

When To Strike A Power Pose

You can strike these power poses whenever you need to. It’s a good habit to spend two minutes in the morning before you get your day started doing your favorite power pose. This will set a confident tone for the rest of your day. Strike a pose throughout the day any time you feel less than confident. You can do these poses just about anywhere for a quick confidence boost break. Head to the bathroom if you feel silly standing like a superhero in the middle of the room.

Focus On What’s Important To You

Having a good reason to be confident, brave, and courageous can be a huge help. We’ve already looked at how reflection, gratitude, and even doing the things you’re scared of helps you do them anyway and how it starts to build this habit of being courageous and confident.

Today I have another helpful concept to share with you. We make time for and work on the things that are important to us. We can use that concept to our advantage when it comes to courage and self-confidence.

In other words, I want you to start creating these new habits by focusing on what’s important to you. It’s much easier to work on courage and increase self-confidence with tasks that you enjoy and that have meaning to you. Don’t worry about feeling like you “should” do something. That can come later. For now, let’s start with what you’re passionate about.

Let’s say that you would like to become a better cook, grow more of your own food, lose some weight, and get back into running. That’s a long list of positive changes and it will take some time and effort to build up your courage and confidence to make them all happen.

What if you focus on the one thing you’re passionate about? Choose something that’s fun and important to you.  For this example, let’s say you’re most passionate about gardening. Just start there.

Build those new habits and focus your time and effort there first. Seeing your garden flourish and having that delicious, fresh produce to work with will give you a huge boost in confidence.

Knowing you have delicious product to use may inspire you to cook more from scratch to use up the food you’ve grown. From there, you can branch out and make smarter food choices that will help you lose weight.

Do you see how focusing on what’s important to you can help motivate you to get started? While gardening isn’t particularly difficult, it did take some effort to plant, nourish & harvest it.  You had to take action and that’s all I’m really asking you to do.

Let’s look at some another examples.  Perhaps you want to improve your marriage, become a better parent, go back to school, or save up enough money to get out of debt.

It doesn’t matter what your most important goal or task is. You can use it to get started on this journey of building courage and increasing your self-confidence.

My challenge to you for today is to think about what’s really important to you. Make sure you realize that there’s a big difference between something being urgent and something being important. We often focus on the things that have the tightest deadline, the stuff that needs to get done “right now”. While it may be important, it’s often not the thing that’s most important to us overall. Make the choice of what’s truly important to you and then focus your efforts of being courageous and building those new good habits there.

Start By Looking Back And Seeing How Far You’ve Come

Realizing how far I’ve come and how much I can actually accomplish when I put my mind to it, is always a HUGE confidence booster for me. I’m sure it’s no different for you. To be honest, there’s a lot each and every one of us has done over the past few days, weeks, and even years that we can be proud of. Yet we often don’t see it. There always seems to be so much left on the to-do list and to be perfectly honest, the stuff we didn’t do, or the things we failed at often stand out much more than our successes. It’s time to change our perspective and focus on the wins and how far we’ve come already.

Reflection and Gratitude

The simplest way to make sure you see and notice what you’ve accomplished and how far you’ve come is to get in the habit of spending a few minutes either in the morning or right before bed for reflection and gratitude.

When you wake up in the morning, before you jump out of bed, while you’re drinking that first cup of coffee, or even while you’re taking your shower, think about what you’ve accomplished and what you’re grateful for. I like this morning habit because it sets a positive and confident tone for the whole day ahead. If that doesn’t work for you, try it at night, before you fall asleep. Make it a daily habit and watch your confidence grow.

Journaling And Habit Trackers

If you’re the type of person who needs to see it in black and white to believe it, give journaling a try. Spend a few minutes each day writing down your wins. If you’re trying to establish better habits, try a habit tracker. You basically set up a grid with the habits you want to establish and little check boxes next to them. Grid paper and excel spreadsheets work well for this. Then, as you complete your habit for the day, you get to check it off. It can be very motivating to see a month’s worth of little checkmarks on your habit tracker.

With the journal, make it a point to go back and review your wins on a regular basis and of course whenever you need a little boost of self-esteem and confidence. Look online for plenty of journaling and habit tracker ideas. Give the ones that look good a try and come up with a system that works for you.

Your Own Personal Cheerleader

Last but not least, consider getting your own personal cheerleader. No, I’m not suggesting you hire a person with pompoms to follow you around everywhere. Instead, find a good friend or family member who’s encouraging already and ask them to cheer you on. Give them a call whenever you’re feeling low, or don’t want to do something so they can encourage you and cheer you on to give you that boost of confidence to do what you need to do. Of course they should also help you by pointing out how much you’ve accomplished already.

How We Make Our Own Luck As A Small Business

Luck in business, does it exist? Are people successful just because they’re lucky people?

“They’re lucky” is a term that is bantered around by those that look at other’s success, their network of influencers or their perceived wealth with an underlying vibe of ‘why them and not me‘. This is a totally destructive way of looking at those that are doing well in business, and let me explain why in this post.

I have been around the block, seen many successful business owners and many not so successful business owners. You see companies starting every day and closing at a fast pace. But what I have yet to see is a business that opens on day 1 and lets luck take them to financial glory.

We have a saying in our business and that is if you put the work in, consistently, you will build your business. This isn’t new or even very innovative thinking. It comes down to one major factor to keep you on track and that’s accountability. Accountability to yourself first and foremost, and accountability to your business.

What has accountability got to do with luck?

Accountability is simple, it’s not just recognising when things go wrong and you beat yourself up over it. It’s celebrating when things go right as well. Accountability is a 2-part process, and when you lodge it firmly into your business brain you will find a lot of things start to happen

  • Your business stops stagnating,
  • You stop doing the same old same old things
  • You move into new territory.

Come on own up…

Firstly let’s look at when it doesn’t quite work out as we had hoped, so many business owners I talk to and coach are afraid.  They’re afraid of taking a calculated chance of putting out a new project or product that it sits on the to-do board for weeks upon weeks, even into years. The first thing to remember is if you don’t find the courage to make a decision ie it’s going to happen or you are throwing the idea away, then it will be gathering mental dust forever and you will always wonder ‘what if’.

  • What if you had launched the product?
  • What if you had launched that product when you first thought of it?

We have to be honest with ourselves, if you launch a product and you are not prepared, you have to hold ourselves accountable; you could have prepared better, you could have timed it better, you could have worked harder instead of playing on the Xbox or going to the pub. These are realisations if your actions going forward change because of thi,s then you have moved forward. If you sit there in self-pity because ‘you failed’ then you are going to have a hard time as a business owner.

Pat yourself on the back

Secondly, if you have achieved your goals and it’s all gone well then accept that accountability as a positive, you made that happen, you won that contract, you earned £10k from that product launch you worked your backside off for. Reward yourself as you are the one that has done a fantastic job. Luck played no part in it what so ever.

It’s really important to celebrate the wins in business, the feeling of really having achieved something. When you have put the work in, you feel great and you should be rewarded. Go and see that film you have been putting off, grab yourself a bite to eat at your favourite restaurant or buy that book you wanted but felt like it was a self-indulgence.

The reason you do this is so the next time you are working on something you know the reward for your success will be -something you cherish.

Far too often we see accountability as a negative, this really doesn’t have to be the case but we do have to step up and take  responsibility for our actions or lack of actions to make things happen. Blaming or crediting luck for your business activity removes your responsibility to your business and the people your business serves.

Do we create our own luck or are people just lucky? You tell me

To your success

essex small business uvp





The Connection Between Self Confidence And Courage

let’s take a look at the connection between courage and self-confidence. Trust me, there’s an important reason why we’re exploring this idea so early on in the challenge. Take a moment to think back on a time when you were scared to do something but you gathered up your courage and did it anyway.

Maybe it was walking away from a bad situation. Maybe it was working through a problem that seemed impossible at first glance. Maybe it was overcoming a fear of yours, facing it, and coming through ok at the other side. For me it was walking into my first face to face business networking meeting, It doesn’t matter what it was, as long as you think of something that took courage to do.

Think about how you felt after you did whatever that courageous thing or act was. It felt pretty amazing, didn’t it?

Maybe you were a bit exhausted from the effort, or relieved that you did make it through to the other side. Mostly though, that adrenaline started pumping through your system and you felt incredibly proud of what you’d accomplished. That in turn made you feel elated and good about yourself and your own ability to do other courageous things.

,You gave yourself a big boost of self-confidence. That right there, is one of the connections between self-confidence and courage.

We can boost our confidence and feeling of self-worth by getting into the habit of doing courageous things.

Establishing that habit is something we’ll work on throughout the challenge. There’s also a second connection. Once you’ve gotten that boost of self-confidence, you start to feel more courageous and are ready to tackle the next  scary thing on your list.

In other words, self-confidence and courage work in a self-propelling cycle or spiral. Do something courageous and your self-confidence increases. As your confidence goes up, it will be easier to do something courageous. And on and on it spirals. This is an important concept to grasp and it’s something that you can use to your advantage. What it means is that by simply getting in the habit of doing something that scares you or that seems hard at first glance and having the courage to give it a try anyway, you can put this self-propelling spiral of increased self-confidence into motion. From there on out, every little thing you do that’s either courageous or increases your confidence in yourself, will make it easier to keep going and keep improving on both counts. The only hard part is getting started, and frankly, that isn’t all that hard or scary, is it?

What can you do today that takes a little courage?

Perhaps introduce yourself in the Facebook group

Maybe make that business call that you have been putting off?

Whatever you choose please share it in the Facebook group and how you felt about it

to your success

essex small business uvp

Welcome To The 30 Day Business Confidence Challenge

Welcome to thirty days of building your courage and increasing your self-confidence in business. Don’t underestimate the power confidence and self confidence can have on you and your business it’s an ongoing thing in my life and business .

As we spend this month learning and thinking about courage and self-confidence which can be in flux throughout our business life let’s keep our focus on working through the things that can keep us from thriving in our business,.

For the next 30 days you will receive an email from me ( giving you some exercises or tasks to do that will help you build your confidence and courage in business. I will also remind you that the supporting Facebook group is a great and safe place to share your experiences and connect with fellow business owners looking also to build their resolve in business. The group is here

Over the course of this thirty day challenge, we’ll explore what the connection between courage and confidence is, why they are important and of course (and most importantly) what we can do to become more courageous and increase our self-confidence on a daily basis. The end goal is to have a bag of tools to help us continue to become more confident in business after this month of exploration is over. Of course, I also hope to see a big boost of courage and self-confidence throughout the challenge itself.

If you’ve been struggling with your own feelings of self-confidence and self-worth, or simply been too scared and intimidated to go after your dreams, you know that this is an important topic. Increasing your level of self-confidence will make you feel better about yourself and help you move forward in life and business. Most importantly, how courageous and confident we are has a direct effect on how happy and accomplished we feel. In other words, finding your courage and self-confidence is something well worth pursuing.

Are you ready to join me and commit to a month’s of exploration and working on your own levels of courage and self-confidence?

Like anything that involves human growth and self-improvement, it’s not always going to be easy and I will ask you to step out of your comfort zone from time to time though i will be with you as you go through this.

That being said, I promise you it is well worth working on this particular aspect of your business and you can gain quite a bit by sticking with me and giving it a try. At the very least, commit to reading each daily email and blog post. I’m sure you’ll get something out of it and hopefully, you’ll decide to jump in and implement what I’m sharing each day. We’ll continue tomorrow with a look at how courage and self-confidence are related.

To your success

essex small business uvp

How To Make Sure Your UVP Really Connects With Your Customers

In my last post I dragged you all kicking and screaming into the here and now getting into what a UVP is and 5 things to avoid when creating them. This post is going to round off your UVP so you can move forward with confidence and work on the next part of your business.

Does Your UVP Resonate? Are they just cold words or are they identifying and meeting the emotional needs of your customers?

Knowing your customers well is one of the most important success factors in your business. It’s absolutely critical for growth not just in a small business but any size business. Although  understanding your customers or avatars is important in all aspects of your business, it’s particularly essential when you are crafting your unique value proposition.

To create a winning UVP, here is some of what you need to know about your customers:

Who They Are
You should know as much demographic information as possible, including things like age, gender, income, location, family,hobbies

What They Need
You have to thoroughly understand their problems, questions and concerns. These are the things that prompt people to take action. They’re the problems you’re going to offer to resolve for customers.

What They Buy
Know your customers’ current suppliers. What companies are meeting their needs right now?

How They Buy
Find out about your customers’ buying habits. This includes how much they buy, when they buy, how they pay, and anything else you can discover about their purchasing patterns.

How They Feel.
Finally, beyond hard data you need to understand how your customers feel about their problems and purchases. What makes them feel good or bad about the shopping experience? What do they expect from companies and products? How do they feel about the companies they currently buy from, as well as about you?

All of the above will help you create a unique value proposition that resonates with your customers and helps them understand why they should buy from you. If you don’t know the answers to this already and it’s not a ‘made up’ customer research using surveys to your current clients , ask questions, source out people talking about your area of expertise on social media and see what they are about. This may sound like hard work but when your UVP hits the mark and  it starts to connect it will save you alot of time and heartache.

Testing Your UVP  – The ‘What’s in It for Me’ Test

Creating the perfect unique value proposition is complex. It’s not easy, but there’s a simple test to help you refine your UVP and make it more suitable for your customers. It’s the ‘What’s In It For Me’ test, otherwise known as WIIFM. I know this isn’t new but it’s as true today as it ever was

The test is simple, Your UVP should answer the question ‘What’s in it for me?’ in a way that people can relate to. If it successfully does that, you may have a winner.

The best way to answer the WIIFM question is to clearly emphasize the benefits of your offer and explain briefly how your product or service is different from those of your competitors. It needs to demonstrate how your offer better meets your customers needs. If you can communicate this effectively with your UVP, you’ll answer the ultimate question.

Why Your Customers Ask WIIFM

People see marketing everywhere, social media, websites, TV, boars on the side of the road, newspapers, radio the list goes on and on. Every second that you’re on the internet, watching TV, driving or listening to the radio, you’re absorbing these messages. We’re bombarded with many more today than ever in the past.

What this means is that in years past, you had more time and space to present your message. Customers had time to discover it for themselves. Today, the message needs to speak louder, clearer, and faster. You have to be NOTICED fast then keep thier attention

‘What’s in it for me’ is the central, deciding question that customers are asking when they encounter a marketing message such as yours. If the answer isn’t given quickly and satisfactorily, they’ll move on so fast you’ll be forgotten in a heartbeat.

Focus on Benefits

The central theme of your message should be the benefits you offer. Benefits shouldn’t be confused with features. Don’t describe the features of the product, such as what it does. Instead, describe the end result that the customer experiences or feels by using the product or service. In other words, explain how it solves their problem and makes their life better.

Your WIIFM answer is what a potential customer is looking for when they encounter your UVP.

Your Unique Value Proposition  – Image Matters

To create a unique value proposition that works, you need to emphasize the benefits you offer and what makes you unique among similar companies. But there’s one more missing piece of the puzzle – your image.

Your UVP should convey a particular image that shows people the vibe or culture of your company. This is an important part of resonating with your customers. They need to feel like you and your company is on their side, part of their tribe and holds the same values at heart.

Language is also a major factor in image. The language you use in your message needs to speak directly to your market. If your target market is young hipsters, then use words they would use in every day conversation. If your market is corporate businesses, stick with more professional language that’s relevant to their business. we decided many years ago violence in our language would not make our prospects feel good. Phrases like ‘explode your business’ were never going to work well and made us feel uncomfortable

Even if you have some crossover in your ideal customers, such as a combination of young and old, stick with one type of language in your image. For example, Apple may look like their products are targeted at a young generation, but older people love them too.


You can get ideas for the right language to use by looking at websites, companies, products and marketing messages that are popular with your target market. They’ll show you the type of image and language the market likes. You can then take this image and add your own personal touch to it so its authentic to you and the values you hold in your business.

Remember the UVP is a really important part of your connection with your prospects, don’t overlook it as something that you’ll do later or won’t really make a difference, all of the smaller aspects that add up to your marketing image and pan talk to each other , individually valuable combined make it fantastic.

To your Success

essex small business uvp

What’s Your UVP? Don’t Have One? Are You In the 1980’s?

USPs went out with the Ark. Here at the Business Success Dojo we love UVPs. A UVP is a Unique Value Proposition. And you don’t want any old UVP, you want a winning one (check out this article on how these 15 companies use their UVP).

Where do you start with creating an amazing UVP? well start by realising you are not the best


You might think you’re the best at what you do. Hopefully, that’s how you feel about your products or services. You have great confidence and you want to convey this to your customers. You know that once they come into contact with the value you offer, they’ll know this for a fact and they won’t go anywhere else. But for the purposes of crafting a good unique value proposition, forget about being the best for the time being. No matter how wonderful your products or services truly are, you won’t get this across with your UVP.

What’s important with a UVP is what makes you different from your competitors. It’s not that you’re the best,  but that you’re the only one that does what you do the way you do it. This is what you need to identify and this is what will resonate with people, they will realise your uniqueness and be drawn to that. Take a second to consider that every small business and company out there knows and truly believes it is the absolute best at what they offer. But they can’t all be the best. The reality is that each one can be the top in its particular focus or corner of the market.

The way to do this is to identify the unique qualities that make your business different and emphasize the benefits those qualities give your customers. They’ll find out that you’re the best after they’ve seen you testimonials and given your business a try. There will definitely be some overlap in places. For example, you may be doing a lot of the same things as one of your competitors. However, if you do just one of those at a level worth shouting about, then go ahead and do it, if you feel this is something you may find difficult then you are really going to struggle when talking to prospective clients and marketing your business. Saying you are the best at something isn’t in my book bragging its letting people know this is your expertise, this is what you are truly awesome at, this is your experience and the product of years of learning and implementing and they need to hear this.

Alternatively, you may be doing the same things and have many of the same features, but your competitors haven’t emphasized them all. Pick one that you know people are looking for help with, such as a quick response time, and use that as a central point of your UVP. You’ll then become known for that feature or service, even if your competitors are providing the exact same thing!

When you are writing your UVP try to avoid the following 5 things


Too Many Words

Your UVP is for your prospects to understand with a single glance. This means the best UVPs are quick and easy to read. Don’t use vague wording, be very specific and avoid technical terms. Of course, you should also avoid words a casual reader wouldn’t understand, and not substituting words for numbers.

Out of Focus

If your UVP’s focus is too narrow or too broad, this can be a problem. If it’s too broad, you’re casting your net too wide and you won’t appeal to anyone. If the message is too narrow, it will alienate or shut too many people out. Make it specific but not so specific that your target audience is smaller than the number of retired astronauts over the age of 95.

Not Unique

The U in UVP stands for ‘unique’ and that’s what your proposition needs to be. It will be different from what your competition is offering. Check out your competition to see what they offer so that you can work out how you can use your own unique strengths to set yourself apart.

The Wrong Message

The message of your UVP needs to resonate with your audience. Otherwise, you’ll drive them off. It needs to appeal to your market’s desires and feelings. In order to do this, make an effort to understand your market. Know your customers and how they feel about the companies purchase from. How will they perceive your product after reading the UVP?

Set It and Forget It

Finally, a unique value proposition will change over time but it’s a gradual change. You may be able to use the same one for years, but trends and market conditions change. Keep listening to your customers and make changes to your UVP whenever their problems, desires, emotions or passions shift.

Let me know in the comments you UVP and if you haven’t made one yet then get going it will really help you and your customers connect

To your success