Chuck Reeves

Are your products or services any different than your competitions?  Really?  How so?

How long would it take you to explain the differences?

Do your prospects or even your clients know how you’re different?

Do your employees know the difference?  Can they explain it?

Does your marketing reinforce it?

How do you measure the difference between your value and that of the competition?

As a prospective client, why would I choose you over the competition?

After a real, honest consideration of these questions you are struggling with answers, you probably don’t have a well-defined Unique Value Proposition (UVP).  A UVP is one of the most talked about but underutilized marketing tools.  The reason is simple, either a business has no real differentiation or no one has gone through the mental exercise of defining it.  Even if the business leader has a clearly defined UVP, it is another challenge to get it into the hearts and minds of others in the business.

The fact that it is difficult and most businesses don’t utilize it is exactly what makes it so effective for those few businesses that do leverage a UVP throughout sales, marketing and customer service.  When every aspect of their internal and external communication reinforces the differentiating value they have over the competition, they will stand out and gain an inordinate share of the market.

So, how do you create a UVP?  Come back for Part 2.