When you want to position your business most effectively, you need to understand, very clearly, what hurts? by which I mean, you must deeply understand what is the #1 pain of your target market, and you must be able to speak directly to that pain.

Your potential clients are seeking a solution to their problems, and your marketing and sales process will be easier if you can speak directly to what hurts, in their own language, and using their own terms. When your potential clients feel heard and understood, they are less likely to be thinking about price.

When your prospective clients feel heard and understood, they are naturally going to feel more open to your products and services, and you’ll be able to rapidly decrease their usual resistance. You have to bring out the pain of the market, because unless they understand their pain, they won’t understand how you can help them.

You never want to compete on price. You always want to position what you do based on value. It doesn’t matter what the current state of the economy is; people will always pay for value received.

There are 16 critical questions you must answer in order to rapidly create your business plan. I go over these in my Ideation Process. I will give you a couple of them here, just to get started:

Question 1: How does your target market view it’s problems?

Question 2: Who are your competitors?

If you begin with these two steps, you’ll have a strong start to complete the rest of the USP process.