Convince and Convert by Identifying your UVP

Content Marketing has become one of the major strategies in marketing a business online.

It involves getting to know your audiences, their burning issues and then crafting content that helps to solve them.

It’s a highly targeted approach to educate and convince them to use your products or services. This is where you need to demonstrate your ability to solve their issues better than any of your competitors.

In every industry, there will be competition and developing your own message to help you stand out is a must.

This is your unique value proposition (UVP) and it’s a must if you want to set yourself apart from the pack.

 

So how do you actually identify your UVP?

 

Ask yourself these simple questions:

• What does your audience want?
• How do you deliver it better than any of the competition?
• Where do you add value that others don’t?

This shouldn’t be a short exercise and we’re not looking for one sentence answers here. You should be spending a good few hours around a table on your own or discussing this with your team.

Also, you might tend to overlook things that might seem normal to you, but to a customer can seem extremely valuable.

Don’t write off anything that you may consider “normal” for your industry. 

A prime example of this is the marketing campaign for Schlitz beer in America by Claude Hopkins.

Back in the 1920s, Schlitz was the number five brand in the American beer market. The company hired now-legendary copywriter Claude Hopkins to do something about that unenviable position.

The first thing Claude did was tour the facility where the beer was brewed.

He was shown how the beer was cooled in a special way that eliminated impurities. He saw the expensive white-wood pulp filters. His hosts told him that every pump and pipe was cleaned twice for purity, and each bottle sterilized four times before being trusted to hold Schlitz beer. He saw the 4,000-foot well that supplied the water, despite the fact that nearby Lake Michigan would have provided an otherwise acceptable source.

When Hopkins asked why Schlitz didn’t tell their customers about all of this rigorous attention to purity and quality, the response was “Every beer company does this.”

“But others have never told this story,” Hopkins replied.

Within months of the “new” story, Schlitz went from 5th place to a tie for first in the market.

How’s that for leveraging something that they considered normal in their industry?

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Back to the task at hand, you should know the answers to these three questions.  Now you can begin figuring out where you can best position yourself in the competitive landscape using the example above as inspiration.

This is your Unique Value Proposition!

Knowing what sets yourself apart from the competition will help to craft a content marketing campaign around demonstrating this UVP.

Coupling this with distributing it to the right audience will do wonders for your business marketing efforts.

Go spend some time figuring out your MVP and come back posting it in the comments below, I’d love to hear what you come up with.