Building an Amazing UVP
There’s likely only two things wrong with your business (and your marketing). First, you have little visibility/reach and no one knows you exist, and second, your value proposition isn’t resonating with the audience you’ve reached.
The UVP as it’s known is very complex. Often, it’s better to hire a specialist to study your market and advise on how to craft your product/service offer and how to communicate it. Managers are often too close to their product or brand to see it correctly, or what the market really wants.
Self-deception and confusion can easily creep in today.
Your value proposition needs to resonate instantly with the audience, make an impact, sound credible and be enticing. It needs to communicate relevance, trust, and get them to stay engaged and want to know more. It is difficult to develop a great value proposition but like anything else it takes a little effort, inspiration and commitment.
A good value proposition makes your solution crystal clear and fades your competitors into the background
Consider your ideal customer prospect’s viewpoint that they’re only interested in what they believe is important and what is a good solution/product. And they often only have time for a superficial cursory look at your offer — 3 seconds online!
Some business owners launch loud, aggressive campaigns as though customers are hard of hearing and need to be jolted. In reality, they’re not excited because the offer suggested sucks. They know what to be excited about and they just don’t feel it with the UVP presented.
You need to be excited about giving them what makes them excited
Your UVP has to:
- be likable — make them respect and care enough about you that they’ll listen
- be clear and concise — so they understand your offer quick
- be communicated in a style they like — you’re just like them, you’ll fit in nicely
- surprise them and make them pay attention — they’re thinking you’re even better than advertised
- answer their key pain points and itches — you do exactly what they need done
- promises the value they want — they like the end result picture you’re painting
- differentiates you and sets you apart as the best — meaningfully unique and relevant
If your UVP really doesn’t have all that they expect, then the won’t respond. Even if you have most beautiful website, a glowing, likeable team shown, testimonials, and full disclosure on all the wonderful services you offer, it might achieve results. That value offer has to be what they want.
“Yes, it likely is your brand and UVP that’s the problem. Either you got it or you don’t”
When the Market Ignores You
If your marketing and lead generation efforts so far aren’t paying off, you must revisit your brand and the unique value offer you’re presenting. Your offer isn’t good enough (not competitive), lacks luster, turns them off, doesn’t build trust and credibility, or doesn’t hit the key notes of their dissatisfaction. It’s not relevant enough or desirable.
In building a fantastic unique, relevant, personalized value proposition, you’re going to answers prospect’s wish list, and you’re going to answer a big question about what you truly want to deliver.
Note: it’s possible that you may not really be into your business such that you’re willing to really step up the delivery of intense value (for many reasons). Maybe you’re too comfortable within your current business situation, that you’re not willing to deliver what the market really wants. You blame the matter on something else and hide your head in the sand.
That’s a bit of a crisis of confidence. You’re not improving because you don’t you think you can. Otherwise, you would have already upgraded your UVP and generated the extra value. You have to answer the question about why you won’t step it up. What’s holding you back? Dig deep and be honest with yourself.
A Formula Might Help Clarify
Let’s keep it simple by using a formula to help guide you. After you understand the basic formula, you will move onto personalizing it and really zero in on what makes you the most relevant and valuable provider for your target audience.
Simple UVP Formula: Result via Method for Whom
I or my business produces [relevant, desired, unique value you’ll deliver] by [how I create the specific desired value] for [your specific target market]
Let’s start with a personal career-oriented UVP statement, such as mine.
I‘m a SEO consultant and content strategist who develops engaging informative content for progressive businesses. I produce the highest value possible via strategy for up and coming, rising stars, who are focused on fast growth because they have an urgency about profit, growth, and market leadership.
My readers are mid to senior level execs. They look at big picture goals. They want to know I am really “into it”, and that I possess the right attitude, dedication, along with unique skills in content development/content strategy and other digital marketing skills that are a cut above the rest.
Think about what you do well and who you want to do it for. Here’s my UVP:
Current UVP: I generate visibility, leads, engagement and sales revenue building results by developing original, personalized, compelling, relevant, and traffic-generating content that paves the path to purchase.
Lay out your benefits strategically so they align, build more value and make a bigger impact. That will achieve more than emphasizing one key benefit they might be desperate for. And you want solid clients with a good head on their shoulders, not desperate bargain hunters.
Synthesize Your Features and Benefits into one Sentence
Clarity is everything. Pare it down to an elevator sales pitch and focus on key deliverables customers want. This difficult process forces you get laser-focused and it’s that laser engraved image that moves your target’s mind.
Sometimes you can’t express all you can offer in your UVP. So, you want communicate your UVP and method through your content. It‘s all about getting them immersed in you, your product, your brand, or your company. Get your targeted visitor to your blog, Twitter page, Youtube page, website or published articles so they can see you in action. That’s much more powerful than a statement.
Real Estate Agent UVP
Let’s look at the value proposition of a real estate agent. These professionals help people buy and sell real estate. But that‘s not much of a UVP. Think closely about what home buyers really want such as nice homes, trust, likability, experience, local marketing knowledge, professionalism, helpfulness, good communication, and the ability to complete transactions legally without surprises.
The Agents UVP: North Vancouver homeowner’s dreams of selling high and moving on happily to a new life, come true with my ability to attract, entertain, inform, and engage home buyers who love North Vancouver.
So now, the agent’s digital content will revolve around how wonderful the North Vancouver lifestyle is (consistent with home buyers belief) and real stories of how they made buyers happy. Some agent’s drill down to specific demographics, lifestyles and neighbourhoods. You drill down as far as required to where you’re the big kahuna of your market.
That version of the UVP covers both the agent’s targets: buyers and sellers of homes.
Your Content has to be Consistent with your UVP Statement
Congruence over all your marketing media means your audience will get the clearest message about how valuable you are. If your content is deep, persuasive, and your UVP is clear and desired, you’ll get your desired action whatever that is.
If you have multiple markets, multiple products, and brands, you can build separate sub-UVPs for them too. More topics for us to keep exploring!
Remember, have fun creating your UVP.
UVP Development Resources
UVP development for Realtors: https://www.allstarpowerhouse.com/find-your-unique-value-proposition
End to end unique value proposition analysis with Fatbit: https://www.fatbit.com/unique-value-proposition.html
Sumo: Examples of UVPs: https://sumo.com/stories/value-proposition-examples
Matching the UVP to the customer profile: https://www.b2binternational.com/research/methods/faq/what-is-the-value-proposition-canvas/