Victoria Ipri is a very talented copywriter. She writes a blog titled 'The Confident Copywriter.'
Victoria recently posted an entry about Unique Value Propositions, which is an essential read for any business owner or startup entrepreneur.
I wrote her a comment that I wanted to share:
"This is such a crucial aspect to marketing and the life of business. Great job Victoria.
I can’t tell you how many times I’ve worked on marketing planning or have been asked to weave marketing into product development for businesses that have little to no UVP in their model whatsoever. Many times we’ve had to get them back to the drawing board on their model before we can even think about marketing. Not so easy to do, but essential nonetheless.
A business model is most potent when it is founded on customers needs and desires first, all of which must be culled from market research and surveying. A stitch in time save nine. In this case spending the extra time on delivering value often simply means the difference between business success and failure."
Marketing and business planning can often get very complex when considering models, charts and statistics, all of which need to be considered independently and respective of each other.
When models and plans have lots of moving parts, the best thing to do is simplify them.
I was recently asked to consult on a plan for marketing Orange County business to national business travelers.
As with any project like this the first question I want to answer is always from the customer's perspective.
"Why should I care?" "What's in it for me?" "Why must I buy from you?"
Answer the simple questions and you've got the roots to a Unique Value Proposition.