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

How to Write Web Content – Part 1

Know Your Audience and How You Can Benefit Them.

Writing web content requires focus.  You need to get the message across to your audience - fast.   But how?

The first step is to know your audience.  Who are you trying to reach and how will they benefit by connecting with you?  Sure, you’ll benefit too, but your audience isn’t concerned about what you need, they’re concerned with what they need. 

The more clearly you can define your audience – income level, education level, type of business, geographic location, etc. – the better you’ll understand them, and the better you can target your message.

The second step is to explain the benefit of your product or service.  The easiest and best way to do this is to think about the features of your product or service and how this benefits your clients.   

Always focus on the benefits.  If you don’t show your audience the benefits to them, why would they hire you or buy your product? 

For example, I can write web content for you, freeing up your time to focus on your business.  But I can, and should, push this even further.  By hiring me to write web content that is Search Engine Optimized, I can improve your position on search engines, provide your website with more hits, and generate more business for you.

You know how your product or service helps your clients.  But if you can’t focus your message and explain the benefits clearly, how can you expect your audience, your potential future clients, to understand it. 

You need to clearly point out the benefits of what you do.  Show people who visit your site that you can provide them with a service or product that will benefit them.  Connect with them, so that they’ll take the next step.

Give them a reason to pick up the phone or click a button and connect with you.  Then your web content has done its job, and now, it’s up to you to close the deal.


Copyright 2010 by Judy Kane