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What do you do if your unique value proposition isn't getting through to potential customers?

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A unique value proposition (UVP) is a clear and compelling statement that explains how your product or service solves a customer's problem, what benefits they can expect, and why you are different from your competitors. It is one of the most important elements of your marketing strategy, as it helps you attract, convert, and retain customers. But what if your UVP is not getting through to your potential customers? How can you improve your strategic communication and increase your chances of success? Here are some tips to help you.

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Florence Neo

Community & Ecosystem Builder l Engagement & Communications Strategist | Startup Advocate l Entrepreneur | Woman of…
ANIRUDDHA CHATTERJEE

Corporate Communications | Public Relations | Crisis Management | Corporate Affairs | Advocacy | CSR | 26 years in…

1 Identify your target audience

Before you craft or refine your UVP, you need to know who you are talking to. Who are your ideal customers? What are their pain points, goals, preferences, and behaviors? How do they search for solutions like yours? What are their objections and questions? You can use various methods to research your target audience, such as surveys, interviews, analytics, social media, and customer feedback. The more you understand your audience, the more you can tailor your UVP to their needs and expectations.

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ANIRUDDHA CHATTERJEE

Corporate Communications | Public Relations | Crisis Management | Corporate Affairs | Advocacy | CSR | 26 years in helping businesses build trust and influence with Stakeholders | 30K+ LinkedIn Network | Let's Connect
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If your unique value proposition isn’t resonating with potential customers, it’s time to reassess. Start by revisiting your customer research. Understand their needs, pain points, and what truly matters to them. Next, evaluate your competitors. What are they offering? How can you differentiate? Then, refine your value proposition. Make it clear, concise, and compelling. It should communicate the unique benefits of your product or service. Test different versions and gather feedback. Use this insight to further refine your message. Effective communication is key. Your value proposition should be easily understood and should resonate with your target audience. Stay patient, persistent, and open to change.

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2 Test your UVP

Once you have a clear idea of your target audience, you need to test your UVP to see if it resonates with them. You can use different tools and channels to test your UVP, such as landing pages, email campaigns, social media ads, webinars, or blogs. You can measure the performance of your UVP by tracking metrics such as click-through rates, conversion rates, bounce rates, engagement rates, or feedback. You can also use A/B testing to compare different versions of your UVP and see which one performs better.

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3 Refine your UVP

By testing your UVP, you can refine it to make it more effective and persuasive. To do this, ensure your UVP is simple and concise, focusing on the benefits rather than features. Differentiate yourself from competitors by communicating what makes you unique and why customers should choose you. Finally, include a call to action that motivates customers to take the next step in the buying process. By following these guidelines, you can create a UVP that speaks to your audience's problem and solution while delivering value and outcomes.

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4 Communicate your UVP consistently

After you have refined your UVP, you need to communicate it consistently across all your marketing channels and touchpoints. Your UVP should be visible and prominent on your website, social media profiles, email campaigns, brochures, flyers, or any other materials that you use to reach your customers. You should also align your UVP with your brand identity, voice, tone, and style. Your UVP should reflect your brand personality and values, and create a positive and memorable impression on your customers.

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5 Update your UVP regularly

Finally, you need to update your UVP regularly to keep it relevant and fresh. Your UVP is not a static statement that you can set and forget. It is a dynamic element that you need to monitor and adjust according to the changes in your market, customer, or product. You should review your UVP periodically and evaluate its performance and impact. You should also keep an eye on your competitors and their UVPs, and see how you can stay ahead of them. By updating your UVP regularly, you can ensure that it always reflects your current value and position in the market.

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Florence Neo

Community & Ecosystem Builder l Engagement & Communications Strategist | Startup Advocate l Entrepreneur | Woman of Power 2023 | People at The Peak 2nd/3rd Editions
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Too often, we hold on to our UVP and believe that our target audience will continue to stay captivated and loyal. With evolving audience preferences and market trends, people are constantly bombarded by content from various sources. Therefore, it is important to stay authentic, break new frontiers, constantly surprise and delight to stay ahead.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Charlie-Helen Robinson

Researcher and Communications Advisor
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If you keep doing same, same with no clear results, that would be an obvious waste of time. I would look at each component and tweak one by one. It may be that the key message isn't landing right or the distribution channel is wrong. Similar to how you can have subject header A and B for an email campaign... try a different avenue like a printed mailout, not email (especially for new audiences, as all the research in the world doesn't always land the right strategy when opening new doors, as there will naturally be more resistance).

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What do you do if your unique value proposition isn't getting through to potential customers?

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2

3

4

5

6

1 Identify your target audience

2 Test your UVP

3 Refine your UVP

4 Communicate your UVP consistently

5 Update your UVP regularly

6 Here’s what else to consider

Strategic Communications

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What do you do if your unique value proposition isn't getting through to potential customers?

1

2

3

4

5

6

1 Identify your target audience

2 Test your UVP

3 Refine your UVP

4 Communicate your UVP consistently

5 Update your UVP regularly

6 Here’s what else to consider

Strategic Communications

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