Ever felt like your business message was like an onion? Layers upon layers, some making you cry, others adding flavor? Enter the world of USP (Unique Selling Proposition) with Brand Strategist Michael Liebowitz in collaboration with Indigo Marketing. Together, we're on a mission to peel back those layers and get to the core of your business message.

In this lesson, we'll explore the two types of outcomes: the 'presenting outcome' (the outer layer) and the 'deep outcome' (the juicy core). While the presenting outcome is the immediate result you offer, like faster business growth or a pain-free back, the deep outcome is the profound impact you have on your clients' lives.

But here's the twist: it's not just about what you do; it's about what it means to your clients. As Michael often quips, "People don’t buy your thing; they buy what your thing means to them." And that's where the magic happens.

Grab your favorite notepad, digital or analog, and let's dive in. First, jot down the tangible results your clients get from working with you. These are your presenting outcomes. Once you've got those down, let's go deeper. Reflect on your core business belief and ask yourself: What does achieving this belief allow my clients to experience or feel? This introspection will lead you to your deep outcome.

By the end of this lesson, you'll have a clear understanding of both your presenting and deep outcomes, setting the stage for creating a USP that resonates and connects deeply with your audience.

So, ready to peel back the layers and uncover the heart of your business message? Let's continue this flavorful journey and create a USP that's as unique as you are!