Last week, we talked about How Important It Is For Your Blog To Have A UVP. Today, we’ll look at some important questions to ask as you plan your UVP.
It’s time to buckle down and really put some thought into your blog’s Unique Value Proposition – what is really going to make your blog stand out from the rest. It’s time to put it all together and create a unique value proposition that tells your laser-targeted market why your blog is the one they should come to!
In order to do this, here are a few questions to get your creative process started:
- Whose needs am I addressing? (Look at your target market’s demographic information)
- What do I offer that no one else can?
- Why should people read my blog and not someone else’s? (Note: This could be your unique understanding of your readers, your delivery method, extra information or services you provide, your unique take, etc.)
Writing Your UVP
The process of creating a UVP involves brainstorming and refining. When brainstorming, get down as many ideas as possible and don’t worry about which ones are good and which ones aren’t. The goal is to come up with quantity. Later you’ll narrow it down, and the more you have to consider, the better.
Tips for Writing Your UVP
Keep It Short but Compelling.
Your UVP should be something your readers will ‘get’ immediately. After you’ve narrowed down your list, take each idea and see if you can trim it without losing the meaning or impact.
Talk to Your Market.
In previous steps, you detailed the characteristics of the ideal reader who represents your target market. Run each of your ideas by that fictitious person. You may even put a physical picture of the person on the wall and speak out loud. Read your UVP ideas and ask yourself whether they sound compelling enough.
Test your UVP on real people in your market and get feedback from them. Offer a small incentive like a freebie or discount for participating. Use their feedback to make tweaks.
Examples of Great UVPs
To give you some examples for comparison, here are some of the best-known UVPs used by major brands.
“When it absolutely, positively has to be there overnight.”
This Federal Express UVP speaks to a major customer concern – ‘It has to get there overnight.’ Although ‘absolutely’ and ‘positively’ mean the same thing, the repetition drives home the point that you won’t be let down.
“We’re number two. We try harder.”
Avis says its number two and capitalizes on its underdog status. This UVP turns a weakness into a customer benefit. They’ll work harder for you than the number one company, which is already where it wants to be.
“Melts in your mouth, not in your hand.”
Although there is some contention among schoolyard kids over this claim by M&M’s, it’s unique and memorable. You can’t eat a handful of these candies without thinking about this tagline.
“Wal-Mart offers low prices, everyday.”
Everybody knows Wal-Mart as the go-to store when you want something cheap. This UVP capitalizes on it and sticks ‘everyday’ on the end to emphasize the store’s consistency.
Why Be the Best?
One of the best UVP strategies is to forget about telling your readers that you’re the best. They’ll find that out on their own. Create a UVP that says, ‘We may not be the best, but we’re the only ones who…’ That tells your target market the unique benefit they’ll get from coming to your blog.
What’s YOUR Blog’s UVP?
Share in the comments below!
If you don’t have a UVP yet… Brainstorm various UVPs for your blog. Come up with at least 3 or 4 different versions. Look at your picture of your ideal reader as you write. Then share your ideas in the comments!