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By Dr. Maribeth Kuzmeski
How to Create a USP That Tells Clients Exactly What You Do
When every financial advisor says the same thing – “we help clients reach their financial goals” – you blend in with everyone else.
But top advisors don’t talk about what they do.
They talk about the results they create – before and after a major financial event like selling a business.
That’s the power of a Unique Selling Proposition (USP):
a simple, specific statement that tells clients why you’re the clear choice.
The 3-Part USP Formula
1. Audience – Who you serve best.
Identify your niche clearly.
Example: “We help business owners preparing to sell their companies.”
2. Value – What you do pre-sale and post-sale.
Be specific about both sides of the transition.
Example: “We help them maximize their business value before the sale – and protect and grow their wealth after.”
3. Proof – Why they should believe you.
Explain how you deliver on that promise.
Example: “Through coordinated exit, tax, and investment planning strategies.”
Put it together:
“We help business owners sell their companies for maximum value – and turn the proceeds into lasting wealth after the sale.”
Why This Works
Your USP isn’t just a tagline – it’s your story in one sentence.
It gives your marketing clarity, your conversations direction, and your prospects confidence.
When business owners hear your USP, they immediately understand you’re not just another advisor – you’re the one who helps them make the most of their life’s work.
Maribeth Kuzmeski, PhD, President of Red Zone Marketing, is a marketing strategist, advisor to financial services companies, bestselling author of 9 books, and a professional speaker rated as a Top 25 C-Suite Speaker as seen in Meetings & Conventions Magazine. She speaks on topics including marketing, branding, sales, and customer service.
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