How to write a unique selling proposition to make your course stand out

1. What the Heck is a USP Anyway?

Your Unique Selling Proposition (USP) is that special summary statement that sets your course apart from the rest. It's the defining factor that tells your audience why your course is the best solution to their problem. Every digital offer you put out there needs to have its own USP because it’s what makes your course stand out in a crowded market. Without it, your course is just another option in a sea of many.

2. Know Exactly Who Your Ideal Student Is

Before you can craft a compelling USP, you need to get crystal clear on who you're selling your course to. Who is your ideal student? Yes, you need to know the basic demographic information, but it goes deeper than that. Think about their specific situation, challenges, and how they talk about the topic you're teaching. What are their pain points? What language do they use when describing their struggles or needs? The more you understand your audience, the better you can tailor your course—and your messaging—to speak directly to them.

3. Understand Exactly What Your Course Does for Your Students

Now that you know who you're talking to, it's time to get specific about what your course actually does for them. Clearly define the problem that your course solves and the primary outcome it delivers. What transformation will your students experience after completing your course? What specific problem are you helping them overcome? Understanding this will allow you to communicate the value of your course more effectively.

4. Think About What Sets Your Course Apart

Let’s be honest—there are probably other courses out there that cover similar topics. So, what makes yours different? This is where you need to do a little competitor research. Look at what other solutions are out there and identify the gaps or weaknesses in those offerings. Then, think about what it is about your course that fills those gaps or does things better. This is your moment to brag a little—what unique features, methods, or insights does your course offer that no one else does?

5. Focus on the Benefits of Your Course

You’ve spent a lot of time thinking about the features of your course—the modules, lessons, and bonus resources. But let’s shift the focus now to the benefits. What will your students gain from taking your course, not just what they'll get? Think about the specific, tangible benefits your course delivers. Will they gain new skills? Save time? Increase their income? The more you can highlight the real-world benefits, the more compelling your USP will be.

6. Distill That All Into One Sentence: Your Unique Selling Proposition

Now comes the tricky part—summing all of that information into one powerful sentence. This one-liner should capture the essence of your course and make it instantly clear why your ideal student needs it. It’s not easy, but it’s crucial. If you need help, this is exactly what I guide you through in Sales Page Slumber Party. But to get you started, here are a couple of formulas you can use:

• "[Course name] is the best solution for any [audience] who wants to [outcome]—with all of the [desire point] and none of the [pain point]."
• "[Course name] has all the [features] a [audience] could possibly need to [outcome]."

This is your USP, and it’s what will make your course stand out and attract the right students.

Course Sales Page Template

Want to make more sales of your online course? Let’s optimize your course sales page in under an hour with this fill-in-the-blanks copy template.

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