Who You Are And Why Anybody Should Care?
Who You Are and Why Anybody Should Care?
So should anybody care?
UNIQUE VALUE PROPOSITION: Who You Are?
Wikipedia descibes it as the following: A value proposition is a promise of value to be delivered and a belief from the customer of value that will be experienced. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.
Creating a value proposition is a part of business strategy. "Kaplan and Norton" say "Strategy is based on a differentiated customer value proposition. Satisfying customers is the source of sustainable value creation.
Your UVP is simply who you are as either a company or an individual. Your UVP is all you are, it is your identity, your strength and your personality. Your UVP tells you what you are all about. If you have a team, it also tells them what you and them are about!
It will help you with decision making and act as a guide into the future helping you get through and around all the changes, challenges and to help you take advantage of any opportunities that come your way.
A lot of times, if you have a clear understanding of your UVP, many things get easier, hiring and firing of staff, acquiring new software for the office, getting an office makeover so the decor all fits in nicely.
What about you? How would you describe yourself as a company, who are you? Can you tell me what your Unique Value Proposition is? As soon as you do, it is time to move on to your USP!
UNIQUE SELLING PROPOSITION: Why Should Anybody Care?
What you have with your USP is a method of taking your UVP and moulding it into a format that is an instant hit with your target market! If you think about it, your UVP tells everybody who you are and your USP then tels them why they should care.
You have probably all heard the acronym: WIIFM - "Whats In It For Me?", this is what a USP does, it tells your target market exactly this. But in order to tell them this, you first need to understand who your customer really is, what makes them tick, so to speak.
A good USP will create a craving within your customers, an almost insatiable appetite to go and check out your products and services. You will more than likely have a different USP for each product and service that you offer.
A Good Example of a really Successful USP!
When it Absolutely, Positively, has To Be There Overnight! Anybody heard that statement before? I bet you have, because this is the famous USP that launched FedEx. What it did was build up FedEx's credibility and added some doubt into the mix as to whether you wanted to gamble with your parcel getting to it's destination or not?
It implied, if you do not use FedEx, your parcel might not get there! At the end of the day, as a business owner and marketer, your job is to truly understand who you are, who your customer is and what they want? If you do this, you will become a completely unstoppable force.
Please keep in mind that this is true irrespective of whether you are building a legacy for your children, a long lasting brand or whether you are looking to move the next hot product for as long as it is hot in the market place.
Get your UVP and USP right and the skies truly have no limits.