Your unique value proposition (UVP) is what makes you different. It’s what makes you stand out from your competition. It’s the reason your customers choose to work with you rather than someone else. So you might agree with me when I say that it’s an important part of your marketing, right?
Then why is it that when I visit most websites, it’s not the very first thing that I see? In fact, sometimes it’s not anywhere to be seen in the entire website, or it’s tucked away on a page that they might read, if they search for it. This is a fatal mistake in your marketing plan. You need your unique value proposition on your website in a clearly visible place and prominent throughout your site. Better still, it should be the very first thing that I see when I land on your page, and sits above the fold.
If you haven’t decided on your unique value proposition, then this needs to become a priority because it’s the difference between having a visitor conversion rate of 1% on your website, to a conversion rate of 4%. Yes, it can make that much of a difference! Why? Because it tells your customer why they should choose to work with you and if its done well, can be the deciding factor as to whether or not they read on.
So, what is your unique value proposition? Well, it starts with a very simple headline statement that tells your potential client what it is that you do differently. For example, if you are a butcher located in the suburb of Hornsby, your headline statement isn’t going to be “I am a butcher” it’s going to be “the best quality meats in Hornsby” or something similar. This headline then becomes what you put on all of your marketing material, and of course, as the first thing your visitors see on your website.
The second part of your UVP is a sentence or two that says what you do, who you do it for and why you are the best at it. It’s important to not make this all ‘sales-ee’ and instead use the same language and words that your customers would use. Using our friendly butcher as an example, his UVP might read “providing Hornsby locals with the finest selection of meats, for the best prices, seven days a week”.
The last part of your UVP is a small list of the top three or four benefits your customers will receive by working with you. Remember, put them in their words and not yours. For our butcher it might be “grain & grass fed beef, organic chicken, gluten free sausages, complete ‘ready to cook’ range”.
All of these benefits are what the majority of our butcher’s customers are looking for in a butcher these days. How did he work these out? He asked his customers! Yes, what a novel idea that is isn’t it. Actually talking to his customers and taking the time to find out not what he thought they wanted, but what they actually wanted.
So, if you don’t have a UVP, now is the time to chat to your customers and create one. It will change and will never be perfect but by actually having one and putting it prominently on the home page of your website will have a positive effect on the success of your business.
We love to hear from you so if you have a cool unique value proposition that you would like to share, tell us in the comments below or if you have a question, by all means ask. You can also connect with us via Facebook at www.facebook.com/bluedogdigitalmarketing
Author Tegan Mathews