Creating your Unique Value Proposition

For years, people have talked about the idea of a Unique Value Proposition (UVP) or a Unique Selling Proposition (USP).  But it’s hard to be unique since we compete against so many others who are offering similar services.  Instead, I’d encourage you to think about what you do for clients that’s different and better than your competition. 

Ask yourself this simple question:  “What do your clients like about you?”  In other words, what do they value? 

Of course, most of us get this wrong.  We believe that our client’s appreciate us because we’re honest with them, we are better at getting through the red tape, we listen to them.  But this isn’t what they value.  They value the benefits that these behaviors give them. 

Remember, it’s not about you.  It’s about what you give to your clients.

If you’re honest with your client, if you give it to them straight, what’s their benefit?  It’s learning the truth.  Knowing what’s really going on.  If you’re better at getting through the red tape, then they get an advocate who will work hard to push their project through.  If you listen to what they say, your client gets the outcome they want.    

If you can figure out what you do that your clients appreciate and how it benefits them, then you’ll know what your Value Proposition is.  Now you just need to figure out how to get that message to everyone who can use your products and services.

And remember, it’s not about being unique.  It’s about getting the word out on what you deliver.  Think about this: M&Ms isn’t the only candy that “melts in your mouth, not in your hand.”  It’s just the candy that said it first and so often that we believe that they are the only one. 

Copyright 2010 by I Write The Words