Can You Describe Your Unique Value Proposition?
What simple statement about your business or brand — just a quick, clear sentence or two at most — tells your prospects that you are the only alternative for them? Sounds like a response should just jump out at you. Yet most businesses (on- and offline) cannot provide an answer that simply rolls off their tongues or, even more appropriately in the case of e-commerce, appears on their home pages.
Just as Bryan Eisenberg discusses in his post, the idea of having a Unique Value Proposition is nothing new or different. The term was coined in the 1940s. What is different about many businesses today is that they can't articulate their UVP, or the one they do have doesn't accurately describe the business.
As a marketer I see, experience, and realize what happens within promotional teams as they develop clever campaigns that attempt to guide prospects around faults in a product, or derive slick slogans to sell a system that users don't want to pay for.
Wouldn't it be easier if you could convey the true value of your business and customers just lined up to buy? That's what Apple has. That's what Zappos has. That's what Ford is building. Their unique value proposition may not be conspicuous, but it's that specific idea that is driving their growth and consumers' willingness to buy.
Can you describe the value of your business in a single sentence or two? Does that statement get people excited about what you provide?
