How to Find Your USP (Even If You Think You Don’t Have One) | Unique Selling Point Guide

Jess Bates
Feb 25
3 min read

Setting up your business is exciting… and terrifying. Especially when you start looking around and thinking, Everyone else has something special—what do I have?

Here’s the truth: You do have something unique. You just need to uncover it. Your USP (Unique Selling Point) is what makes people choose you over someone else. It’s what grabs attention, creates connection, and makes you impossible to ignore.

Step 1: Stop Comparing Yourself to Everyone Else

One of the biggest fears new business owners have is, I’m not special enough. I don’t have anything unique to offer.

Let’s reframe that thought. Every single business owner you admire started exactly where you are now—wondering what made them different. Your experiences, your personality, your skills, and the way you do things are already unique. You just have to pull it all together.

Step 2: Dig Into Your Life Story to Find Your Unique Selling Point

Your USP isn’t just about what you do—it’s about who you are. To uncover it, ask yourself:

Where have I come from? What’s my background? What experiences have shaped me?
What struggles have I overcome? Often, the thing you’ve battled through is exactly what you’re here to help others with.
What do people always come to me for? The skills or advice people naturally seek from you are clues to your USP.
What’s my unique approach? Do you have a distinct way of speaking—like being direct, storytelling-driven, or highly analytical? Do you break things down in a way no one else does?

Step 3: Find Your Magic Formula for a Strong USP

Now, let’s shape this into a clear USP. Answer this:

I help [specific type of client] achieve [specific result] through [your unique method, approach, or perspective].

For example:

"I help brand new entrepreneurs create their dream business through my unique blend of business & mindset coaching and mentoring. I use EFT tapping and my bespoke Quantum Leap Intensive month to create massive leaps for my clients."

Step 4: Validate Your Unique Selling Point With Your Audience

Once you have a rough idea of your USP, test it. Share it with people who fit your ideal client and see if it resonates. Does it make them say, Oh my god, I need this? If not, tweak it until it clicks.

Step 5: Infuse Your USP Into Everything for Stronger Branding

Once you’ve nailed your USP, it should be everywhere:

Your website bio (Optimise your homepage and About page for SEO!)
Your Instagram bio (Make it clear who you help and how)
Your content (Blog posts, videos, and social media should reflect your USP)
The way you introduce yourself (Have a clear, compelling elevator pitch)
Your sales pages (Make sure your offers align with your USP!)

Your USP isn’t just a tagline—it’s a guiding principle for your brand. When people read it, they should immediately think, Yes! This is exactly what I need!

The Bottom Line: How to Stand Out With Your Unique Selling Point

If you’re feeling lost in a sea of businesses, it’s not because you don’t have something special. It’s because you haven’t uncovered it yet. Your story, your experiences, your approach—that’s your USP. Own it, refine it, and watch the right clients come running.

By following these steps, you’ll define a compelling USP that helps your business stand out in a crowded market. Remember, SEO-friendly branding and messaging will make you more discoverable online, so don’t forget to integrate your USP into your website, social media, and content marketing strategy!

If you are looking for support, drop me an email! In my 121 coaching programme we hash this out together so that you feel rock-solid in who you are and why you are INCREDIBLE. When you dig into this it becomes so much easier to sell your thing, because you're just sharing your own awesomeness!