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Have you ever tried to open a door with the wrong key? No matter how hard you try to jam and jiggle the key, it just won’t open the door. Your job search works in a similar way. If you try to open the door to an opportunity, but you have the wrong key, you just won’t get in.

Today, what I want to tell you is that you already have the right key. In fact, you have the master key. It’s your value proposition – your marketing strategy and sales pitch to the employer. If you deliver a powerful message, you will open doors to many opportunities.

Creating a value proposition is not a new concept. Most successful businesses create a marketing strategy. Then they attack the market with a strong sales pitch that compels buyers to purchase their product.

So, how do we translate this strategy to you – the job seeker? To develop your own value proposition, it’s sometimes helpful to see yourself as a “product.” You want to present this product to your target market – your potential employer.

You are a unique person. There is nobody else on earth exactly like you. You have a very specific blend of experience, skills, and accomplishments that no one else can say they have. Since you are unique, it only makes sense that you should not have the same value proposition as anyone else.

To uncover your unique value, you need to address three points:

First of all, you need to know exactly how your employer will benefit financially from hiring you. If you study your target market – the industry, the company, and the job – you’ll discover exactly what they need. Once you figure out what they want in return for compensating you, you can then identify your very best strengths that will address their needs.

Next, you’ll want to identify any special experience and credentials that you bring to the table. You have certain qualifications that employers just can’t resist. If you can articulate them, you are well on your way to developing your value proposition.

The third and last step in creating your value proposition is to identify your additional talents that distinguish you from the competition. The most important thing that you can offer is the exceptional talent that you have that goes far past addressing the employer’s basic needs. Figure out what you offer that others are not likely to put on their resume. Make sure that you keep focused on your target market’s needs and exceed them with your special talents.

When it comes to your job search, your value proposition is indispensable. Portray a consistent presence in your resume, your professional biography, your business case, and all your other documents.

Try condensing your value proposition into a snappy and memorable tagline. You can use your tagline on your resume, letterhead, business card, and website or blog. There’s really no limit. Be creative, but stay consistent in your message.

Your new sales pitch can be used in many ways too. You can deliver a 30-second infomercial when networking. You can open interviews with a concise message outlining your unique value. If you do presentations, you can use your pitch to introduce yourself.

You can even use your value proposition to negotiate a better salary. By outlining your unique value, you’ll be able to show why you are worth the compensation you deserve.

So, now you have the master key. Outshining your competition is easier than you think. With your new value proposition, you will open doors and close fantastic opportunities.