Years ago, I became quite attached to the idea of identifying Unique Perceived Benefits (UPBs). I preferred this approach—looking at services from the client’s viewpoint—rather than pretending to have a Unique Selling Proposition (USP).
Few USPs claimed by accountants are truly unique. And most do not even reference a positive Proposition to assist with Sales.
After all, how many accountants (or indeed, professionals in any field) truly provide their services in a way that’s completely unique?
So many firms making grand claims about their USPs are all claiming the same things: “We offer a personal service.” “We’re proactive.” “We care.” These aren’t unique; they’re expected. And when prospects see them, they roll their eyes. Marketing fluff doesn’t win trust.
What really makes you stand out?
If you want to be remembered, recommended, and referred, you need something stronger than a tired USP. You need a way to stand out in a positive, meaningful way.
I’ve touched on this in many posts, and it’s something I often cover in my talks.
There are essentially two key ways to approach this:
1. Through your core business messages, marketing, and branding.
2. Through the quality and power of the conversations you have.
Both are important, but let’s focus on the second for now.
You might not be unique, but your perspective is
Your services may not be unique, but you are. How you think, how you communicate, how you challenge the status quo—these set you apart. So do your style and approach to client service and advice.
These are all a function of YOUR background, YOUR experiences and YOUR preferences. And in a world drowning in generic content, standing out is more valuable than ever.
Every day, millions of social media posts regurgitate the same tired advice about business, success, and self-improvement. Some are insightful. Most are bland. The ones that grab attention – the ones that stick – offer a unique, personal perspective.
I don’t always agree with them, but they make me think. And that’s the key.
Stop being a second-rate version of someone else
Too many people copy and paste their website, blog posts and content on LinkedIn. They mimic ‘thought leaders’, recycle popular posts, and try to sound like someone they admire. The result? They blend into the noise.
No one is interested in recycled ideas. They want the real thing. Your take. Your voice.
So, if you want to stand out:
– Say something different. Especially if it challenges conventional wisdom.
– Back it up. A bold opinion with no evidence is just a rant.
– Be yourself. And no, that’s not a cop-out. It’s the only way to be truly unique.
Standing out isn’t just about getting noticed – it’s about attracting the right clients, doing the work you enjoy, and getting paid what you deserve. If this resonates, perhaps it’s time for a conversation 😉
