Having a Unique Value Proposition differentiates your business and lets clients know exactly what you can deliver.
By Christine Morse
Learning to clearly articulate how you will help coaching clients is not as easy as it may seem. Discovering your unique value proposition (UVP) will help you quickly communicate your value and share it through your website.
A UVP is a promise of value to be delivered. It is the primary reason a prospect should buy from you.
A UVP is a clear statement that:
- explains how your service and/or product solves customers’ problems or improves their situation (relevancy),
- delivers specific benefits (quantified value), and
- tells the ideal customer why they should buy from you and not from the competition (unique differentiation).
There is no one right way to go about it, but I suggest you start with the following formula:
Headline: What is the bottom-line benefit you’re offering? One short sentence that can mention the service, product and/or the customer. It’s an attention grabber.
Sub-headline or a two- to three-sentence paragraph: A specific explanation of what you do/offer, for whom, and why is it useful.
Three bullet points: List the key benefits or features.
Visual: Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main message.
Evaluate your UVP by checking whether it answers the questions below:
- What product or service is your company selling?
- What is the end-benefit of using it?
- Who is your target customer for this product or service? Someone who needs what?
- What makes your offering unique and different?
Use the headline-paragraph-bullets-visual formula to structure the answers.
Don’t just rely on a video to do the job. Your UVP has to be in words people can read. Video should provide extra supplemental information.
Here’s a bad example: “We’ll supercharge your website.” Nobody will understand what that means.
Here’s the way to state it as in the UVP format: “We can guarantee your website will load images and content at a 95 percent faster rate.”
A strong UVP can help your clients connect with your brand and offerings. Take the time to craft the message, and the long-term benefits will follow.
Christine Morse has over 20 years of experience in marketing, team leadership, client relations and sales with companies such as Herman Miller, Amway International, Spectrum Health, Avid Marketing, Wyoming Kentwood Chamber of Commerce, and several disability network nonprofits. She formed Avid Alliance in 2009, which is focused on helping people to understand how beneficial it is to use free and low-cost tools for excellent branding and business expansion. Christine excels at providing strategic counsel and is a business growth implementer with a focus on marketing and sales. She has helped thousands of people to learn about identifying their ideal client and competitors, realizing their strengths and weaknesses to determine which tactics will work best for quick business growth. She also donates her time and energy towards many nonprofit organizations which contribute to the sustainability of this community. Visit her website at https://avidmarketingalliance.com.