unique value prop
IT'S TIME TO PUT IT ALL TOGETHER AND CREATE A UNIQUE VALUE PROPOSITION THAT TELLS YOUR audience WHY THEY SHOULD BUY FROM or support YOU.
You now have all the knowledge you need to put together a first draft of your UVP. In order to do this, here are a few questions to get your creative juices flowing:
Whose needs am I addressing? Look at your target market's demographic information.
What do I offer that no one else can?
Why should people buy from me and not another a competitor or peer? This doesn't have to be based on your products. It could be your unique understanding of your customers, your delivery method, or extra services you offer.
WRITING YOUR UVP
The process of creating a UVP involves brainstorming and refining. When brainstorming, get down as many ideas as possible and don't worry about which ones are good and which ones aren't. The goal is to come up with quantity. Later you'll narrow it down. But for now, the more you have to consider the better.
Keep It Short but Compelling. Your UVP should be something your audience will "get" immediately. After you've narrowed down your list, take each idea and see if you can trim it without losing the meaning or impact.
Talk to Your Market. In previous modules you detailed the characteristics of the ideal customer who represents your target market. Run each of your ideas by that fictitious person. You may even put a physical picture of the person on the wall and speak out loud. Read your UVP ideas and ask yourself whether they sound compelling enough.
Test It. Test your UVP on real people in your target audience and get feedback from them. Offer a small incentive like a freebie or discount for participating. Use their feedback to make tweaks.
EXAMPLES FOR INSPIRATION
To give you some examples for comparison, here are some of the best-known UVPs currently or previously used by major brands.
"When it absolutely, positively has to be there overnight." This FedEx UVP spoke to a major customer concern—It has to get there overnight. Although "absolutely" and "positively" mean the same thing, the repetition drives home the point that you won't be let down.
"We're number two. We try harder." Avis capitalized on its underdog status. This UVP turns a weakness into a customer benefit. They'll work harder for you than the number one company, which is already where it wants to be.
"Melts in your mouth, not in your hand." Although there was some contention among schoolyard kids over this claim by M&M's, it definitely was unique and memorable. You can't eat a handful of these candies without thinking about this tagline. (Trust me. I've tried. More than once!)
"Walmart offers low prices, every day." Everybody knows Walmart as the go-to store when you want something without paying huge mark ups. This UVP capitalizes on it and sticks "every day" on the end to emphasize the store's consistency.
TODAY'S KEY LESSON: why be the best?
One of the best UVP strategies is to forget about telling our customers that we're the best. They'll find that out on their own. Instead, we should create a UVP that says: "We're the only ones who..." That tells our target audience the unique benefit they'll get from us.
HOMEWORK: tell 'em what makes you unique
Use the worksheet below to do the following:
- Brainstorm various UVPs. Come up with at least three or four different versions. Look at your picture of your ideal customer as you write.
- Review what you've written to make sure it follows the five keys to a good UVP: short and sweet, memorable, emotional, relevant, and clear.
- Test your UVPs with real people and get feedback; edit and rewrite as needed.
- If you're having trouble, look at more examples of well-known UVPs.
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