Clarify Your Unique Value Proposition
Unique Value Proposition
Posted by Adam Hayes
Clarifying your unique value proposition will help increase your sales.
What is your website's unique value proposition? In short, your unique value proposition answers the question, "Why should I buy from you and not from your competitor."
Now, if you don't understand your customers, you will not be able to quantify or qualify your value proposition. Once you understand your customer, you can understand the obstacles and concerns that they have about purchasing your product. Take some time to identify what makes your business stand out of the crowd. What makes you the best choice? Then create a compelling message that answers that concern.
I love what Bryan and Jeffrey Eisenberg say this about unique value propositions:
If your value proposition doesn't make sense, or if you're trying to solve a problem nobody thinks they have, or if your service stinks, or if your prices are out of this world, or (insert your favorite business obstacle here) - you don't stand a chance. We constantly get inquiries from companies like www.WeCanSellOverpricedIceToEskimosBecauseWeHaveAWebsite.com; they are beyond help. Don't be one of them.
Just having a website doesn't qualify as a value proposition. Something about your business must attract the more savvy online customers of today. The Internet is, on average, a more competitive place to sell than a brick and mortar store. This increase in competition demands that you quantify in even more exact terms why they should do business with your company. Furthermore, it demands that you truly understand where your customer is coming from and how to address their specific concerns.
When you really look at your business from your customer's eyes, what makes your business the best, or better yet, the ONLY real choice? This unique value proposition is the only way you are going to connect with your customers in a way that will compel them to do business with you and increase your ROI.