Yesterday on the radio show, I had a really interesting conversation with a caller named Stanley about something every single one of us needs to master if we want to sell well: our USP.

Whether you call it a Unique Selling Point, a Unique Selling Proposition, or as our American friends say, a Unique Value Proposition, it's the key to your business growth.

Are you just guessing why people do business with you? For a long time, I was! Back when I was in the event space, I told everyone to hire me because I didn't use Photoshop. I thought that was my "thing." But after I actually sat down and talked to my clients, I discovered they didn't care about the Photoshop.

They hired me because of my professional attitude. I had been wasting time marketing the wrong thing!

You owe it to yourself to know your USP with your "full chest" so you can say it confidently without stuttering.

When you know exactly why you're different, you can put those exact words on your billboards, your flyers, and your social media.

How do you find it?

1. Stop the guesswork.

2. Talk to your customers. Don't just text them; have a real conversation. Thank them for their business, make sure they're happy with your work, and then ask: "What is it that you like about doing business with me?"

3. Listen for the "gems." When a bride told me I was the only vendor she didn't have to worry about, that became my authority. I could tell future clients that I was the proactive one they wouldn't have to chase.

If you're like Stanley and you're lucky enough to have too many reviews to count, don't get overwhelmed. Use AI to do the heavy lifting. You can use Google Gemini or even the Meta AI tool right there in your WhatsApp inbox.

Copy and paste those reviews, give the AI some context about your business in Abuja or Lagos, and ask it to distill your USP for you.

Don't be proud, be humble enough to listen to the feedback, even the bad stuff. That's where the "real koko" is.