Comments on: UVP or Tagline?

By: locksmiths

locksmiths — Thu, 24 Sep 2009 13:41:09 +0000

I think UVP is a mandatory prerequisite to get huge success in any kind of business.

By: true religion

true religion — Sun, 20 Sep 2009 08:32:07 +0000

If you cannot express your unique selling proposition I can guarantee your customers won’t be able to either. One of the most valuable aspects to a UVP is the refer factor

By: Seværdigheder Barcelona

Seværdigheder Barcelona — Mon, 14 Sep 2009 13:03:37 +0000

Thank you for clarifying…

In my business I would go for a great UVP.

By: mice

mice — Sun, 24 May 2009 17:40:28 +0000

Keep Your Goals On Target: Increase Conversions, Get More Sales, and More Leads’ – is this your UVP then nice…

By: Price Guarantees: No Substitute for A Unique Value Proposition | iMarketwell

Thu, 21 May 2009 12:28:38 +0000

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电子商务 | 整合网络营销 | ECmaimai.com — Thu, 09 Apr 2009 08:35:50 +0000

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By: Adventurous Wench women's travel

Adventurous Wench women's travel — Tue, 07 Apr 2009 11:39:09 +0000

Very good question from Bryan. Haven’t heard about UVP before; only USP.

I guess one’s UVP would be evolving as time goes by since customers’ want, needs and buying patterns changes.

Do you think a business should change taglines every often (once every 2 or 5 years)?

By: John

John — Wed, 01 Apr 2009 04:21:02 +0000

Thanks for all the great ideas and relevant feedback. The big question, why aren’t people buying from you? What exactly are you doing wrong? How do you turn interested prospects into invested clients? You see most people hate to be sold and hate to sell. They feel down right sleezy. Making sense of all the “marketing buzzwords” like branding, differentiation, product positioning, USP, UVP, target market,etc..how and when to use which tool for maximum impact? It all depends on your market and many other factors, too many to list here. That’s why it’s critical to do your own homework in understanding what your target market wants, and are already buying in order to align with their language, mindset and value. The UVP would reflect all of the above, especially what they value most in buying to get better results or benefits. In other words, anytime you try to artifically create a logical UVP, it rarely works because almost all buying decisions are emotional. That’s my two cents worth…

By: Jan Riley

Jan Riley — Tue, 31 Mar 2009 16:56:54 +0000

Great question and equally good answer. This has got to be one of the harder aspects of marketing (online or off) It is very clear to me just how important and influential a UVP is – but no always so clear how to articulate it. I also agree with Edward Burghard when he stated that a pithy tag line is often a cop out. If you cannot express your unique selling proposition I can guarantee your customers won’t be able to either. One of the most valuable aspects to a UVP is the refer factor. A good UVP makes it easier for people to refer the benefits of what you offer which is much more likely to end up as a sale than a tag line. M&M’s might “melt in your mouth but not in your hand” but a comment like “throw some in vanilla ice cream for a dessert to die for” makes the sale

By: Edward Burghard

Edward Burghard — Mon, 30 Mar 2009 17:41:40 +0000

This is a great question. While I agree with the above response, it has been my experience that in practice it is better to err on the side of working to find a pithy articulation of your UVP (or USP, or as I call it your core brand promise). This is not always easy, but the journey is worth the pain. You could argue that an inability to state your promise in a pithy manner is an indicator that your promise may benefit from simplification. The more complicated your promise, the harder it is to communicate. In managing campaigns, I banned to phrase tag line because I observed my Agencies not being disciplined enough in their treatment of the line. Instead, I dubbed it a “brand line” to emphasize the connection with the core brand promise. My feeling is that the more disciplined you are with your brand line, the more on strategy your entire creative will be. Difficulty in pithy articulation is an excuse in my book, not a reason to remove the constraint of having the line communicate your brand promise. You’ll be amazed at the difference a strategically focused brand line does to your communication.

By: Audio Bible

Audio Bible — Mon, 30 Mar 2009 14:09:21 +0000

I really have never been comfortable with my tagline-UVP. So I changed it a few months back to just a UVP.

Honestly, it took me a while to understand the difference between the two. I still need to reword-rework the UVP I have now but I think it is closer to what I need.