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The Highly Paid Expert: Turn Your Passion, Skills, and Talents Into a Lucrative Career by Becoming the Go-To Authority in Your Industry by Debbie Allen

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CHAPTER 5STAND OUT TO GROW

DEVELOPING YOUR UNIQUE SELLING PROPOSITION, or USP, requires some focused brainstorming and creativity; this is what I call “Brand-Storming.” This process requires careful analysis of your unique message and your most ideal clients. When you analyze in detail what you have to offer, beyond your products or services, you can learn a great deal about how to distinguish yourself from the competition.

You must develop a statement that clearly defines what your brand promise is, and what makes you stand out. That may sound easy, but your brand promise can be a challenging message to define because you are so close to your own business that you can’t easily see the most obvious things that someone on the outside may see. ...

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