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The Language of the Unique Value Proposition (Part 2)

6
Nov

This is a continuation of our first blog on creating your best Unique Value Proposition (UVP). This time, we will be looking at the Language you intend you use in augmenting and solidifying your company’s own UVP. Remember, in our first installment, we defined the UVP as: “…that first sentence, business description or image that lets the prospective clients know what service or product you provide, why it is a good fit for them, and why they should hitch their wagons to your star.” Of course, no one can appreciate your glowing and superlative UVP if they can’t read it or at least read it in the language that connects most readily to their personal business needs and desires. As such, the overall effect your UVP achieves is 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.

Our last blog on this topic also stated that your UVP is “a clear statement of the quality of your product or service, why your product or service is the best fit for the customer and what puts your team above the competition.” The emphasis in this case falls on the need to keep your UVP as clear and concise as possible. As we mentioned in our previous blog, “…too many businesses bury their Value Propositions deep beneath extraneous verbiage and slogans that sound pithy, but are actually meaningless and directionless to the consumer.” As the saying goes, “You never get a second chance to make a first impression.” To ensure that you deliver a knock-out on your first punch, it is vital that you are speaking directly to the target group that you wish to engage. And the way that you employ Language to structure your Unique Value Proposition is key.

Be attentive to how you phrase your UVP on your Homepage. Remember, that Language goes hand-in-hand with Image. The perception your potential clients will have of your company’s ability and trustworthiness in a business partnership will be tied directly with how you make that first impression. The words you choose must speak directly to your target market. Ideally, you want the wording of your UVP to practically match the structure of the thoughts going on in the heads of those who are trolling your company website. You need to speak in the vernacular of your target audience, echoing their catch phrases and jargon. It seems an obvious thing to say, but can be easy to overlook. If you are selling a product or service aimed at an older clientele, you wouldn’t want to write as if for a “surfer-dude” crowd. You would want to use phrases (and possibly media and historical references) that resonate with your preferred base. Skillful use of words in this manner will elevate the faith given to you and your company. Finding out how your target audience perceives your offered goods and services and what they want from your company are not that difficult to do.

By the time you sit down to create your company’s UVP, you should have already completed a healthy amount of your own market research. You need to have a solid foundation of what your core audience members want, believe, and expect from the goods or services that you wish to deliver to them. Don’t be averse to checking out the competition by scanning their websites and studying how they structure their own UVP. After all, they have their “first pitches” already posted online, and the public is looking at them. So, it makes sense for you to check out what your potential customers will be seeing with the intention of letting your competition do some of the market research for you. Also, you can gain intel from various social media sites devoted to your area of business. By reading the comments and postings of other business owners (and the complaints and praises of customers), you can gauge the expectations of your potential client base. The time you spend on this research will be worth its weight in future sales and clients!

We also want to take a moment here to mention the graphic layout of your UVP. Tying in with the Language you use, you have to apply a good visual cue to your presentation. Keep your graphics uncluttered; remember, simple is best. A direct appeal to the senses of your customers combined with smooth fonts offering clean lines will make a smart impression. The same is true for any visual stylings or photographs that you add to your display. Make sure the colors and light-tones balance and complement. Emphasize your key features and minimize the helpful support information that isn’t as essential at first viewing. When in doubt, don’t be afraid to recheck the competition to add or subtract what they’ve done with your own unique ideas! Whatever it takes to make your customers believe in your ability to deliver on the promise to fulfill their needs and expectations is key to constructing a workable UVP. After that, you only need to provide quality, and expand exponentially!

Future installments of this series will examine how to craft your Value Proposal to fit the specific needs of your customers, and some of the mistakes you need to avoid in structuring your UVP.