If you are a frequent Grokdotcom reader, this will not be the first time you’ve heard FutureNow stress the importance of having a Unique Value Proposition (UVP). UVPs are critical in grabbing the attention of new visitors. However, the creation of a UVP is not as simple as one would hope.
Recently, I’ve taken on a few new clients who have no UVP at all. And not surprisingly, they’re having a difficult time creating one. (If it were simple to do, everyone would already have one, right?) So here are a few tools to help you create the best possible UVP:
1. Brainstorm “What do we do best?” – For this exercise I would suggest polling everyone in the company, from customer service, to executives, to HR and account management. You’ll be surprised in the variety of answers you get. If you’re finding that this is even drawing some blanks ask the most basic question: What do we do?
2. Why did you start doing what you’re doing online? Chances are you saw a need in the market and decided to seize the opportunity. Did you think you could do it faster, cheaper, better than your competition?
3. Ask your customers. They’ve already decided that you were the right choice, so ask them, “Why us?” Even better, this can be parlayed into a testimonial–two birds, one stone.
Bonus: Once you think you’ve got a decent UVP drafted, can you distill it down to a TweetVP under 140 characters?
Still stumped on how to create a great UVP? Look at where you shop online. Ask yourself why you shop with them and how they emphasize that point on their site. Remember you’re both a seller and a consumer.