One of the most important steps in building your practice as a coach or therapist is defining your Unique Selling Proposition (USP). Your USP is the reason people choose you. It’s what makes your work stand out and feel aligned to the clients you serve best.
The easiest way to uncover your USP is by asking yourself the right questions. Each question opens up a different angle of clarity, helping you see your unique value more fully. So pull out your notebook and let us begin.
1. What transformation do I create for my clients?
This question focuses on results. Clients aren’t looking for “sessions” or “programs.” They’re seeking a change in their life.
- Do they gain confidence?
- Do they heal from past pain?
- Do they leave with tools for a new future?
When you can describe the transformation, you start to define what makes your work meaningful and attractive.
2. Who do I serve best?
Your USP becomes stronger the more specific you are. Think about the people who consistently get the best results with you.
- Are they young professionals trying to find direction?
- Parents navigating family challenges?
- Business owners under pressure?
Clarity about your audience ensures your message feels like it’s written directly to them.
3. What methods, tools, or frameworks do I use that others don’t?
Every practitioner has a way of working that is distinct. Maybe you’ve blended multiple approaches. Maybe you lean on a framework you created yourself. Maybe your sessions feel different because of your energy and presence.
Exploring this question reveals the “how” behind your work, and often this becomes the most memorable part of your USP.
4. What life experiences shaped me to do this work?
Your story is part of your value. Clients want to know that you understand them because you’ve walked a similar road—or because your journey gave you unique insight.
Reflecting on your experiences can uncover why you’re positioned to help a certain type of client in a way others can’t.
5. What do clients say about me that surprises me?
Sometimes we can’t see our own strengths until someone else points them out. Look back at testimonials, feedback, or casual thank-yous. Notice what clients highlight most often.
These words are clues. They show you what people find special about you, even when you think it’s ordinary.
Last step
Each of these questions shines a light on one part of your USP: the transformation, the audience, the method, the story, and the feedback. When you connect the dots, you’ll discover a simple, powerful way to describe your work that feels authentic and resonates with the right people.
After you’ve answered the questions about your audience, the transformation you provide, and what makes you unique, you can use the AI prompt below to shape your answers into a clear Unique Selling Proposition. Simply copy the prompt, paste it into ChatGPT, and fill in your responses in the bracketed sections. The AI will then generate a polished one-sentence USP, along with alternative versions and a tagline you can use in your marketing.
Ai Prompt:
I want you to act as a branding strategist. I’ll provide details about my business, and I’d like you to craft a clear, concise, and compelling Unique Selling Proposition (USP) for me.
Here are my details:
- Audience I serve: [insert answer]
- Transformation I provide: [insert answer]
- My unique method, framework, or differentiator: [insert answer]
- My style or approach: [insert answer]
- Why my clients choose me over others: [insert answer]
Please:
- Write my USP in one sentence using clear, simple language.
- Offer me two alternative versions (one professional, one conversational).
- Give me a tagline version I could use on my website or social media bio.
