There’s a famous saying that “it’s not the best ideas that get out to market.. but the best ideas that are sold….”
If you’ve ever watched Shark Tank or Dragon’s Den, you know would-be entrepreneurs have, in essence, less than a minute to get potential investors interested in their business idea.
It’s no different in the corporate space. There is a finite time – whether in-person, by email or phone – to make the right impression the first time.
Seems simple enough, right?
Well, here’s what I’ve seen over the last couple decades…
An amazing vast array of talent across every industry – executives and professionals starting up or running their own businesses. These people have drive and determination and have usually decades of experience in their field.
Yet most of them struggle to articulate the brilliance of what they do.
I get that. And I realize that marketing and word-smithing their message may not be their strength.
Can you relate?
Having a powerful statement that differentiates who you are and what you do (your Unique Value Proposition) is a key foundational tenet vital to getting your foot in the door with corporate decision makers!
I teach a 5-step process in my Land Corporate Contracts Fast-Track program that is centered all around this. In fact, getting your Unique Value Proposition (UVP) right is critical to building on every other stage of your business.
To help you, I’m sharing the 5 Key Components of creating an impactful UVP – taken right out of my program.
Be prepared to dig deep and take plenty of time to work on the following questions so you feel very solid around every one of them.
- Who is your target market?
- What burning needs, pain points or challenges do you address?
- What is unique and compelling about your offerings?
- How are you better and different from the rest?
- What benefits and results will clients experience?
The next step is to distill the best and most resonant elements of your thinking into a concise, thoughtful, compelling (and brief!) paragraph using the preliminary format below:
“I help/work with ______who want to ______and ________so that _______.”
That’s your simple roadmap to making what you do sing!
Here are 2 examples of UVPs created by two current LCCFTS program participants:
Teddy Katz spent 2 decades working as a journalist for CBC. He is Founder, Journalist and Chief Storyteller at Communications Redefined. You can reach Teddy at firstname.lastname@example.org
Teddy’s UVP: “Using 20 years of experience gained as a journalist at CBC and as a Communications Executive, I help values-based organizations showcase themselves as thought leaders by uncovering the stories that make people care, humanize them and create deep emotional bonds. Presenting these stories in innovative ways and on the latest platforms including podcasts, the organizations reach their target market and achieve their most important business objectives.”
Milisa Burns is a Certified Coach and Facilitator and Founder of Strategic Evolution Coaching & Consulting, who practiced law, both privately at Stikeman Elliott as a corporate lawyer, and in-house at Call-Net Enterprises. You can view Milisa’s website at: https://milisaburns.com/
Milisa’s UVP: “I work with lawyers in small-medium sized law firms who are industry innovators and who want to build a sustainable and gritty culture of passion, perseverance and resilience. We flip the typical legal culture on its head and do the work of cultivating genuine and meaningful connections with their clients and with their colleagues so that they become the lawyers and people they have long aspired to be while significantly growing their bottom-line.”
You can see how clear these messages are – and notice how with each, the first sentence alone already says so much.
In summary, your message has to be succinct, crisp and easily understandable to prospects and in a way that addresses a critical challenge, otherwise, you won’t get the opportunity to move your idea and business forward.
In other words, articulating your UVP effectively is one of your TOP keys to success.
Do it right, and you’ll get corporate decision makers to sit up, take notice, and potentially invite you into their “den” of doing business together!
Interested in landing corporate clients? Schedule your free 30-minute strategy session here.
© Kim Chernecki
Kim Chernecki is CEO and Founder of Freedom Street, a global training and coaching company that helps high-performing consultants, coaches, freelance executives and other experts land lucrative corporate contracts. She is the creator of the Land Corporate Clients Fast-Track System, and is a top-rated sales performance executive, facilitator, coach, advisor, speaker and strategist. A 25-year entrepreneur, Kim has consulted with executives from 100+ leading North American and Fortune 1000 companies and has, herself, started up and helped grow 8 businesses and business divisions.