Last week we spent some considerable time working on a rather major proposal for a potential client but our greatest issue lay with the fact that they did not have any marketing strategy sitting behind what they were after. Their failure to have identified their Unique Value Proposition (UVP) virtually made our job so much more difficult. This reminded me of a tool we used to use with clients years ago that showed how easy it is to actually identify your UVP.
So just what is the real fuss about? Well as we all know business is very competitive and it is even more so on the internet - one online business starts looking the same as another and with such a short attention span of most site visitors it is even more critical that you identify what the VALUE your business brings to your customers or clients.
Let's face it - some of your competitors not only sell similar products and services but they probably deserve the new business just as much as you. You have to find the edge! What is it that can set you apart from your competitor compelling the visitor to your website to follow up with you rather than someone else?
It can only lie in what you do differently if you both offer the same products and services. It could be in how you do it, it could lie in what else you include with your services. Whatever it is, it must still deliver to what is most important to your customers.
The first thing you need to understand is that IT IS NOT ABOUT YOU! Visitors to your website are not interested in what your widgets look like, how they work, the guarantees etc. unless these things are expressed in a way that shows them you have a solution to their problems. IT'S ALL ABOUT THEM.
What you need to do is to very succinctly express the VALUE your business delivers in terms of your customer's framework and your ability to resolving their problems / issues / challenges.
This is a very basic concept that I regularly see being overlooked by many websites. How often do you land on the home page of a website and sit there wondering what is it these people do, does the answer to my problem lie here, do these people have the solution I am looking for? And how long do you take to make up your mind if these questions are not answered in a way that confirms your needs? About 5 seconds is what they are saying.
Defining your UVP is essential and how you go about it can be relatively easier than you might think. A process I picked up on from a lecture I attended years ago by Jay Abrahams explained his process very succinctly and in a way that appealed to me and subsequently many of my coaching clients years ago. The process is a personal brainstorm you go through - all you need really is a few blank (well maybe quite a few) sheets of paper and some coloured pencils / pens. The document below explains the process and how you should go about it.
If you think your website is failing to capture the attention of your market starting with a clear UVP is probably the first place to start. Of course you may have greater issues at hand and if you would like us to look at your site and advise on how your web presence can be improved then Top Left Designs are more than happy to assist. We provide a full and comprehensive Digital Marketing Solution that addresses your total needs for a web presence and how you market your business. Contact Us for an obligation free assessment.
Written by: Greg Tomkins