This post is designed to get your creative juices flowing when it comes to leveraging your Unique Value Proposition (UVP).
For those who aren’t familiar with the phrase, we at FutureNow define Unique Value Proposition as: The brief, memorable phrase that concisely and powerfully describes the value of your business and creates excitement in the prospect. The value proposition is not a slogan or a phrase designed for advertising, although that is one potential use for it. Instead, its purpose is to answer the prospect’s implicit question, “Why should I do business with you and not somebody else?”
If you do have a solid UVP already developed and placed on your homepage and other important landing pages, let’s get down to the business of taking your UVP to the next level!
Homepages and landing pages aren’t the only place where your UVP needs to do some persuading. There’s a whole, entire experience with your company (marketing touch points, landing pages, conversion experiences, post-purchase support, etc.) that can and should emanate your UVP so that it can be felt through every second a prospect or customer spends with you. That, of course, will help with the “memorable” part of the UVP definition.
Here are a just a few ways in which your UVP could “cascade” across the user experience:
If you have a UVP, does it currently inform design and optimization decisions? Do your graphic designers and copywriters have it in front of them wherever they work? How about Marketing, does the UVP find its way into promotions so they’re not run-of-the-mill?
Let’s look at some random ideas from real UVPs, and brainstorm on how businesses could leverage them across a holistic site experience.
These are paraphrased and excerpted from real UVPs out there on the Web. [Disclosure: most of these come from present or past FutureNow clients.]
“…family owned and operated…” — Sure, this can differentiate. It would be cool to see this “family” concept cascading across the site design with family member bios, in the About Us section, and maybe even through some humor, e.g. ‘Help us settle a family argument by picking your favorite of our new product line.’
“…guiding clients through the admissions maze…” — I like the mental image of a ‘maze,’ so there are lots of ways that could be incorporated into various graphics through the site. And copy could play a part, too. Imagine a confirmation message that says, ‘Congratulations. You’re one step closure to making it out of the maze.’
“…enhance your relationships, finances, and spiritual life…” — 3 is always the magic number, so building these 3 aspects of life into a ‘trinity’ graphic showing the words and icons in perfect harmony could be very persuasive. And it would make sense to have site navigation reflect these as categories.
“…what if understanding men could be easy?” — Using the ‘what if’ approach can be very persuasive, so imagine how a good designer and copywriter could team up to build that theme across an entire site?
“…connect to a thriving community of designers…” — Being able to connect with a ‘thriving community’ of any kind is compelling, but how to express that and substantiate it? A ‘ticker’ could display every time a new member signed up for a community, or posted a comment, etc. And graphics could be used to further enhance that feeling of thriving community.
This was just a one-sided brainstorm, so perhaps not the best quality, but hopefully they spark some ideas as to how you can work your own UVP further into the fabric of your online business.
Leave us a comment with any examples of companies you feel are executing on this concept in an elegant way.