How do you convey the value of your product or service to your clients? Does your elevator pitch seem to need over 100 floors to explain? It sounds like you could use some help creating a Unique Value Proposition (UVP) that reflects both your offerings and your differentiation in the market. A well-crafted value proposition allows you, your employees, and your marketing materials to convey a consistent message that is focused on the needs of your customers, and why they should be turning to you.
What is the offer?
What substance are you offering to your potential customer or client? Don’t over think this one. The offer can be a promotion or a special deal, but it doesn’t have to be. Simply and clearly identify the product or service that you are trying to connect your audience with. If you offer multiple products, pick one to start with, and then apply the same process to each product; you may end up with UVPs that are similar and that’s okay!
Who is the offer for?
Understanding the audience for each service and product you offer will help you shape a compelling value proposition. Armed with that knowledge, messages can be catered to specific audience needs. If you have developed personas, or have been using analytics to track your customer base, you may already know exactly who you are targeting.
Why should anyone care?
Even if your offer is totally unique it’s important to nail down the reason why a client should choose your business. You don’t need to position yourself against your competitors because you already have the prospect looking at you. Just quickly and simply state the problem that you solve, or the benefit of choosing your product or service.
If you don’t know the answer to one of the questions, that’s okay! Check the analytics, ask your coworkers, your sales staff, and most importantly your customers for feedback.
Test, adjust, repeat!
You can apply this strategy to everything your organization does. Whether it’s a product, primary service, or secondary service—you should be able to explain what it is, who it’s for, and why they should care.
By setting goals and tracking user engagement on your site, you can measure the effectiveness of your value proposition. With actionable data in hand you can look for opportunities to better convey your offer to your target audience.