Map every touchpoint in your client lifecycle and add a small piece of your unique value to each one.
The idea
Once you know your unique value, the habit is to bring it into everything you do. Every interaction you have with a client across the lifecycle is a place it could show up, in some small way. Mapping your touchpoints shows you where those places are.
How to do it
Write down all of your existing touchpoints with clients.
Sketch the lifecycle you have with a client.
Pick one touchpoint, a type of interaction you normally have.
Ask how your unique value is relevant to the client at that moment.
Decide how best to convey it there.
Example
We ran this as an exercise in the unique value module of my coaching program, alongside each agent's marketing worksheet. It came out of real estate, but any service with a client lifecycle can run the same exercise.
Sources
From Zvi's coaching program
Related frameworks
Three Channels of Uniqueness: Every exposure people have to you can show three things: your unique value, your unique voice, and the market you serve best.
The 5 and 5: List five things you do for each type of client that no one else does. Start with one for each and build from there.
Anchor Your Clients: Give clients something to anchor to (expectation lists, checklists, set weekly calls) to calm their anxiety and yours.
Perceived vs. Actual Value: Labels like "trusted advisor" mean nothing to clients. Explain the invisible work you actually do every day, and that becomes your value.