What is the cost we pay when we share information instead of selling our value proposition?

It doesn’t matter who you are, how you are, how you’re communicating, or who you’re communicating with—you will only benefit if you manage to convey a clear proposal. Without it, everything you say is meaningless

Each communication involves a proposal: whether it’s giving a lecture, presenting a report, speaking with your team, sending an email, creating a PowerPoint, etc. Having a clear proposal is key to achieving what you want from the interaction.

The Unique Selling Proposition (USP) is a quick way to get others to listen by capturing their attention.

What is it about? A brief and precise phrase or message that:

1. Communicates a concrete benefit for the recipient of the message
2. Can be defended, illustrated, and clearly communicated
3. Moves people to take action

🚀 Conveying and emphasizing the proposal = selling the benefit 🚀

In more than 20 years as a trainer in strategic communications, I have found that the most common mistake contributing to nervousness, rambling, or difficulty finishing a conversation or presentation is not having a clear proposal. We think we have a proposal, but it’s much less than we believe.

That’s why we recommend the following conditions for every message:

👉 Have a proposal 👉 Have a clear proposal that you can sell 👉 Have a clear proposal that you can sustain and justify throughout the entire presentation or conversation.

The USP (Unique Selling Proposition or Value Proposition) helps guide the editing of the messages we want to communicate: some information is irrelevant and must be excluded. Keeping focus helps us overcome emotional obstacles, maintain presence, and connect with the essential transmission of value.

Each audience, each product and/or service must be understood with this scope and uniqueness. The key is to move the value proposition from our mind to the minds of the audience.

The USP requires significant work, deep understanding, validation with the audience, and frequent practice from those responsible for transmitting and realizing value propositions.

Refine the message and make your words matter.

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29-11-24