Fab is joined by copywriter and content strategist Gudrun Lauret to dive deep into the world of you USP, Unique Selling Proposition specifically as a marketer.
“If I could only pick one story of how I work with clients that makes me different, what is it?”
Gudrun Lauret
ABOUT YOUR TEACHER 💛
A copywriter and content marketer, Gudrun had her first piece of writing published aged 14. Passionate about helping business owners to make the world a better place, she works with them to find their USP, to define what makes them different and to use these to inspire others to support their causes. She lives in rural France with her husband and a rescue dog, and can usually be found with her nose in a book.
Connect with her over at gudrunlauret.com
Audit your “virtues”: what makes you a rare breed?
Your USP isn’t just “what you do”: it’s how and why you do it, what makes you truly you, and why your best-fit clients choose you. Both Fab Giovanetti and Gudrun drove home the value of clarity (and honesty) here.
Draft your own “I do X for Y so that Z” statement. Include a twist only you bring (framework, process, background, client experience).
Instead of blending in, Gudrun suggests using the Rare Breed Virtues (e.g., rebellious, weird, hot-blooded, emotional, hypnotic, obsessed) as a jumping-off point for discovering what really sets you apart.
- Pick 2-3 virtues from the Rare Breed list that best match your style. Write a sentence for each about how it shows up in your work.
- Self-test: Ask two past clients or friends which word describes you best: does it match your guess?
Don’t be afraid to repel (not just attract)
Repelling the wrong people frees you (and your ideal clients!) to do better work and save everyone’s time. It’s an act of service, not a loss.
- List 2-3 “client red flags” or situations you don’t want anymore. How could you gently make these clear in your messaging, profile, or consultations?
- When you get a new inquiry, gut-check against your list: “Does this fit who I love working with?” If no, politely refer them elsewhere.
Weave your USP naturally into your content
Your values and rare breed strengths should show by association, not over-explanation. Gudrun Lauret says: No “USP stuffing”:just share stories, processes, and testimonials that reflect who you are.
- Share a quick client win or lesson-learned story on LinkedIn, highlighting your unique approach (not just your tagline).
- Build a testimonial post, but pull out a unique phrase where a client described “how” you helped—not just “what” you did.