Deciding your USP

Deciding your USP

It is important to be clear for your customers how you differ from other therapists. When you are writing your unique selling points always have the question “so what?” in your mind. This will help you write the USP’s with your customers view point in mind.

So for example:

I am one of the most highly trained and qualified therapists in the country.

So what?

This means that as my client you will feel assured that you are in safe hands and that your condition/complaint/disease/disorder will be treated with the utmost professionalism. I will work within my capabilities and refer you on to my network of other professional therapists if I feel that would help you most.

Defining your niche

There is no doubt that having a niche market and becoming an expert in a certain field within your therapy will definitely lead to a much higher level of success.

This niche will then be reflected in your USP (unique selling point) and your tag line.

(A tag line is the motto or slogan of a company, think about Easyjet, McDonalds and Audi).

It is fine to have more than 1 niche but I would suggest you choose just one to focus on to start with. A clue to your niche will be who you are.

Deciding location

I think it pays to get yourself working in a well-established clinic/gym/GP practice even if it is only once a week.

When deciding location take the following into account:

Parking

Transport links

Footfall (number of people walking past)

Number of members/users if it is a clinic/gym doctors surgery

How full are the current appointment books

Ambiance

Customer service levels from the receptionist and other staff (book in as a client before you earmark the centre as somewhere you’d like to work)

Payment arrangements –is it on a percentage basis or room hire

How satisfied are the other therapists

How long have other therapists been there

Your homework:

How would you rate your skills for :

• Starting things
• Completing tasks
• Selling skills
• Marketing
• Copywriting
• Leadership
• Communication
• Presentation
• Finance
• Negotiating Skills

Tick 3 that you are not so strong at and find people to help you on those right now.

Good luck and good planning!

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