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Crafting Your Unique Value Proposition (Part 3)


This is a continuation of our first blog on creating your best Unique Value Proposition (UVP) and our second blog on the Language of the UVP. This time, we will be looking at crafting your UVP so that it resonates with your potential clients when they hit on your website and first see your Homepage. Remember, in our second installment, we stated that the Language of the UVP was “…directly related to the way in which you present the character and personality of your business; and how your perspective customers make the decision that your company is the one they wish to partner with.” That is, if you are able to speak in the Language of your customers, and make them feel comfortable giving their business to you, your UVP will have succeeded. It is that connection with your target audience that you have to create.

Our last blog on this topic also stated that you need to be “…attentive to how you phrase your UVP on your Homepage. Remember, that Language goes hand-in-hand with Image.” It is important to think in terms of how to reach the largest segment of your target audience using all the tools at your disposal. As you begin to craft your UVP, you need to keep several things in mind to ensure that you are casting as wide a net as possible, while still maintaining the “unique” portion of your presentation. While the key to a successful UVP is simplicity, there is a great deal of research and detail work that must be done before you start.

Your UVP should reflect these three specific “needs” about your potential customers, and what they require from you and your business.

  1. You Need to Identify your target audience
  2. You Need to Decide “what” your customers want and “how” they buy, and lastly
  3. You Need to Motivate your target audience to use your company’s products and services

Let’s examine each of these points more closely.

Let’s say you have just started your own company. You have everything lined up, you provide a service (let’s use landscaping and yard care as the services you provide) and you sell products (a new line of pottery soils and fertilizers, with room for expansion). You employ two relatives and a part-time college student. You have your website all set up, and are now deep in thought about how to construct your UVP. Using the three “needs” listed above, you can structure your UVP with an eye to taking advantage of the information you get from asking the proper questions.

You should first start by Identifying your target audience. You sell landscaping services and some support items. If your nearest area is a residential suburb, your target audience would probably be middle income homeowners. If you lived nearby several commercially zoned industrial parks, your target audience might be larger-sized corporations who like a stylishly coiffed patch of green in front of their business. Once you can agree on the largest percentage of the population that would be in need of your proffered goods and services, then you have identified your target audience. But remember, there can be some overlap between the two groups mentioned in this example. In that case, be sure your UVP is not exclusive to either group though you will be targeting the group with the highest chance of succeeding for you. The Language of your UVP can now be shaped towards appealing to that demographic.

Next, you should Decide the “what” and “how” this target audience buys. Some of this is already apparent from the information we gleaned in identifying our target audience. But, we still need to dig a little deeper. Check local social groups (especially those interested in what your goods and services are) to see how many members they have, and make a judgement based on how they interact. Keeping our fictitious landscaping business in mind, what patterns do you see when driving around your area? Are there a lot of lush, green lawns? A wide mixture of display plants? A plethora of tacky lawn ornaments? All of these indicate the “what” your potential customers are buying. The “how” can be determined by checking out the competition. Any big box or mom-and-pop lawn services in the area? If so, visit them and analyze how much of which items these customers are purchasing. Do they usually use cash or credit? Once you’ve filled your notebooks with detail intel, use that information in constructing the offer your business makes on your UVP. The people you observed while doing your research are your soon-to-be clients. Speak to them boldly and directly in your UVP!

With all this new data and research, you can now finalize your plan to Motivate your target audience to start making their purchases of landscaping services and decorative pink flamingos from you. The best way to get the word out is to have an impactful UVP to launch your website. Your research has now told you who you are selling to and what it is they are buying. Your UVP should now convince them that you are in the best position to offer them these goods and services by speaking to them using language that makes them comfortable, and with concise interest points that convince them that you are in the best position to make their lives (and by extension, their lawns) better. Within a few seconds, your target audience should be able to ascertain precisely which services and products you are offering, why they should make those purchases from your company, and even why they should feel good about starting a relationship with your business. If you have succeeded in eliciting that response, your UVP has you well on your way to securing a solid segment of your target audience!

The final installment of this series will examine some of the mistakes you need to avoid in structuring your UVP.