unique selling proposition

If I asked you, “what do you do?” Could you explain concisely or would you stumble and have to think about it? If I asked you right after, “and how are you different?” Could you explain that equally as effectively?

I mean let’s face it there are lot’s of personal trainers and fitness professionals. Nearly all promise results, promise to personalize things for their clients and offer follow up and accountability. But really what’s different about you?

Being able to identify and communicate what makes you unique will instantly brand you with credibility.

For instance, my private facility One-to-1 Fitness offers one-on-one, semi-private and small group personal training services. Nothing too unique about that, however our USP or unique selling proposition goes more like this:

One-to-1 Fitness is an exclusive private fitness centre, there are no memberships. Our personal training services feature up to 2 hours of specialized assessment and movement screening. This allows us to develop specialized personal programming specifically for you based on the results of the assessment. Additionally One-to-1 offers individualized weight loss coaching through our exclusive branded nutritional coaching system Your NewTrition™.

Both descriptions are true but one is much more descriptive in terms of setting us apart from our competitors in a way that clearly demonstrates how we are different. We’ve even taken further steps to separate ourselves with trademarked and branded programming giving us an even clearer unique selling proposition.

When this USP is targeted toward your customer Avatar it gives you synergistic leverage for attracting new clients. If you were going to hire a coach say for martial arts how would you select one? Wouldn’t you ask people you know for referrals and/or try to learn why one might stand out or appear better than another?

Combined with social proof and a solid risk reversal your USP is your chance to brand yourself to better identify with your customer Avatar, a critical component to the success of your personal training business.