Selling yourself

Unique Selling Points

Once you've compiled your goals, skills and accomplishments, the next step is to pare down the information into five unique selling points (USP). These unique selling points are what set you (and your practice) apart from others. It can be an actual fact or specialty, or it may be a perceived difference that may be appealing to someone.

Considerations for Creating Your USP

Begin with a list of all the characteristics that describe you. You may consider something ordinary or routine, but include it on your preliminary list. You can omit items later after you have developed a comprehensive list.

  • What skills and experience do you have?
  • What characteristics make you the right choice?
  • Which of your accomplishments demonstrates these skills and experiences?
  • What personality traits could be considered beneficial to others?
  • What aspects of your personality make you valuable to a chiropractic practice?

Then, write down five unique selling points about yourself that would make you a better choice than anyone else (as an associate, a partner or a patient’s choice for a chiropractor).

Put yourself in the other person’s shoes – whether it’s a hiring D.C., a patient or possible business partner. Remember that others are looking for solutions. A patient may be looking for a solution to a backache. A hiring D.C. may be looking for a solution to a growing business that is more than they can handle alone. What solutions can you offer those individuals? Clearly, the solutions are different for each situation, which means that you will have different selling points for each.

This list will help you create the summary statement for your CV, write a compelling cover letter, sell yourself in interviews and introduce yourself to others in your community and network.

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