The creation of a unique value proposition, or UVP, is not as simple as you might think, says Natalie Hart, a conversion analyst with FutureNow, Inc., a provider of software-as-a-service that monitors websites and searches for reasons why visitors fail to buy or register. Hart says she has recently taken on a few new clients who had no UVP at all, and were having a difficult time creating one. To help them and others like them, she offers these ideas to create the best possible UVP:
- Brainstorm “What do we do best?” For this exercise, Hart suggests polling everyone in your organization. “You’ll be surprised at the variety of answers you get,” she says. If you’re finding that this question is drawing some blanks, she recommends asking the most basic question: What do we do?
- Why did you start doing what you’re doing? “Chances are you saw a need in the market and decided to seize the opportunity,” Hart offers. “Did you think you could do it faster, cheaper, better than your competition?”
- Ask your customers. They’ve already decided that you were the right choice, Hart notes, so ask them, ‘Why us?’ “Even better, this can be parlayed into a testimonial — two birds with one stone,” she observes.
Finally, Hart offers this ‘bonus’ tip: “Once you think you’ve got a decent UVP drafted, can you distill it down to a Tweet under 140 characters?”
Source: FutureNow
Posted November 24th, 2009 under Intellectual Property Marketing
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