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Crafting Your Unique Value Proposition (Part 4)

6
Jan

This is a continuation of our first blog on Creating your Best Unique Value Proposition, second blog on the Language of the Unique Value Proposition, and our third blog on Crafting Your Unique Value Proposition. This time, we will be dealing with some of the more common Mistakes to Avoid in Your Unique Value Proposition (UVP). Remember, in our third installment, we stated that to create a vital UVP, you needed to identify your Target audience, decide “what” and “how” your potential clients buy, and then motivate them to utilize your company for their goods and services. If you have already achieved that, you are well over halfway home! And, as we noted in our last blog, “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.” By this time, you will have done your research and are ready to hit the big time.

Now, we just need to fine-tune your UVP to give you the maximum chance of reaching as many prospective clients as possible, and a good place to start is the way you project the image of your business in your UVP. Potential customers will notice if their first exposure to your company is a strong and sure one. Not just in the confidence you project in presenting your business, but also in the manner that your business is perceived by the target audience. It’s easy to get distracted by graphics (and layouts with excessive verbiage!) and go off the rails, ending up with a dull UVP. But if you can remember the tips listed below, you’ll have a much better chance at striking the right response from the eyeballs that visit your company website.

Following these three main points when creating your UVP will help you to avoid making the most common mistakes:

  1. Be Unique
  2. Be Concise
  3. Be on Message

 

The first thing to always keep in mind is that a UVP is exactly that…Unique! You not only need to stand out from the crowd, you need to primarily stand out from your competition. To achieve this, it is best to concentrate on and emphasize the qualities that your company is best at, as regards providing goods and services to your customers. Let’s look back to the hypothetical landscaping business example that we have been using in previous blogs. Do your employees work fast and do a precise, manicured job? Is your new line of fertilizers proven to maximize growth of plants and vegetables? Do your landscapers “smell good” (the catch phrase for a successful regional plumbing service in the Los Angeles area)? All of these could be a way to emphasis what makes your company the best choice to service your potential clients. It may not be necessary to prove that your company is superior to the competition, as much as it is essential that your target audience feel comfortable in making the decision to choose you from the sea of alternatives available. So, if you can clearly identify and accentuate that your company is the only one that does what you do in the way that is uniquely yours, you will succeed in resonating with the people who see your marketing message.

The second point to keep in mind is that your pitch must be all-encompassing, while also being Concise. This may seem like a contradiction in terms, but is, in fact, the main thrust (the “art”, if you will) of your entire UVP. Like the old saying states, “A good writer is a miser with words.” Your UVP must be able to convey the top reasons to choose your company as quickly as possible…a sort of “Why you should hire us in 25 words or less.” Just consider the large servings of marketing campaigns that are doled out to people every day. Whether listening to the radio as you drive to the market, seeing annoying pop-up ads as you surf the internet, or just the good ol’ conventional commercials you see on TV, we are inundated with media blitzes wherever we turn. So, every trick must be used to get the customers’ eyes to stop on the UVP on your website, and stay long enough to become involved with the message you are sending.

Lastly, don’t let yourself get distracted or become too clever. The temptation to post a string of accomplishments or benefits of your company can be strong, but you must resist! Stay on the Message that works for your business and which best conveys your ability to satisfy the public’s needs and wants. You’ve already caught their eye with your UVP, now make them want to stay to hear the rest of your pitch! If they appreciate your products after going over your UVP, you will have done your job. Focusing on what sets your company and products apart from the rest is your desired goal.

Additionally, consider that your UVP may need to be tweaked over time. Some products have the same catch phrases and slogans for years, and they work very well. The same might be true of 99% of your UVP, but keep watching market trends and adjust your campaign as needed. If you notice a change in the way your customers see their relationship with your services or products, then you should modify your approach accordingly. What works well today, may not have the same punch tomorrow. It is a wise business person who can recognize when that change occurs.

Hopefully, these pointers and guidelines have been helpful in setting up and maintaining your company’s own UVP. Feel free to send us your comments on the UVPs that your company has set up, and any tips you might have come across in your public dealings. Remember, we are here to help you achieve your business goals, and are open to your suggestions and feedback!