On Friday, March 30th, a handful of experienced speakers at our keynote bootcamp will  realize they’re starting in the wrong place. Most of us think, “If we improve our offering, they will come.” Screeech. A nice thought but not true. First you must start with your Unique Value Proposition before improving anything in your business.

Your unique value proposition is the distinct offering that connotes instant benefit to your customer. Arriving at your unique value proposition is easier said than done. Let’s convey the process and how you can use it too.

Jeff was a broadcaster with a media company. He knew his topic would be in the realm of communication but there are 1000’s of speakers on that topic. Jeff needed something unique, valuable and in demand. After dissecting his expertise we came up with “Pitch – The Story that Sells.”

Lil was the Chief of Protocol at the White House. She wanted her message to be about protocol but knew there wasn’t a big market for it. With a look at her unique perspective we came up with “Presidential Customer Service.”

Vince is an entrepreneur who won the national sailing championships – oh, and he’s blind. He wanted to speak on success. There are tens of thousands of speakers on success. It is nearly impossible to be noticed in this crowded market space. His new UVP? “Seeing Other Solutions.”

Nancy is an experienced executive in building teams. She wanted to speak on the topic of accountability. Who runs out and buys information on becoming accountable? Instead, we came up with “On Becoming a Champion.”

Starting with a value proposition that is unique, these experts can now rise above the “Red Ocean” of other speakers vying for attention. Here’s how you can design your own UVP:

A. Pretend You’re Selling to an Eighth Grader. The temptation is to make it complicated. You can auger into the ground if you convolute your UVP with thoughts like, we do this, and we do that, but we also offer this other thing and that other thing. Simplify!

B. Spark an Image in their Mind. “Pitch” -- “Presidential” -- “Champion” -- and a blind guy who’s “Seeing.” All words that conjure up an image.

C. Cross the Chasm of Confusion. Use a concept or word that represents a multiple of valuable things. “Champion” for example means winner, someone who takes charge, someone who comes to the aid of others. Champion is one simple word that crosses the chasm from the hive inducing topic of  ‘accountability.’

D. Ooooooooze Value. “Pitch – The Story that Sells” says it all. Jeff will help you with your pitch so you can sell more. Lil’s “Presidential Customer Service” takes the lofty place of the White House and simplifies how to represent a world-class brand. Vince helps you gain a different perspective on innovation by “Seeing Other Solutions.” Nancy’s “On Becoming a Champion” conveys she can help you’re build a team of winners.  

For you, developing the right UVP makes you unique, valuable and in demand.

PS If you'd like help developing your UVP to get your message spread far and wide (and you're a tad bit spontaneous) click here to sign up for The Keynote Bootcamp

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