The Best Way To Create or Improve Your UVP
12 years ago, I started learning marketing, sales & copywriting.
In that time, I’ve invested $40K+ in learning from new and old masters.
But I didn’t “get” the importance of you or your business’ USP / UVP until 5 years ago. [I’m a slow learner, I guess.]
This post will fast-track your learning process for $0.00 (and ~700 words)…
Let’s go!
First, WTH is a UVP?
UVP = Unique Value Proposition = Your marketing & sales foundation.
You’ve more likely seen it called your “USP” or Unique SELLING Proposition. For this lesson, we’ll use “UVP.”
It’s the most fundamental marketing project you NEED to do as you grow your business.
It’s the cornerstone of any successful marketing or sales plan. Your UVP is the UNIQUE POSITION you or your company has in your ideal architect client’s mind. And that determines if they’ll choose to do business with you. It has to be an accurate reflection of what the architect (and their client) will experience with you and your company. It can’t be all image and no substance.
If your UVP doesn’t match the architect’s experience…
They’re not coming back.
The steaks are high
Imagine how you’d feel if you walked into a Sizzler and found their prices were equal to Ruth’s Chris’s.
Or, how would you feel if you went to Ruth’s Chris and got Sizzler-level service and quality?
Not cool, right?
Those restaurants have different UVPs.
- Sizzler promotes itself as a price leader.
- Ruth’s Chris = quality & service.
And… they both make money and satisfy particular market demands. They each have their own UVP and attract their customers accordingly.
So, if you want to start creating a compelling UVP for your business…
Start to create or improve your UVP by answering these 2 simple questions:
#1: “WHY do architects do business with you now?”
#2: “If they’re not doing business with you now, why SHOULD they?”
Next, pick 1 of the 3 basic ways you can find your UVP.
#1 = Price Leadership
- Do you think you’re the low-price leader for your type of product or service?
- Do you want to be? Maybe… maybe not. [It can quickly become a “race-to-the-bottom,” so choose carefully.]
#2 = Differentiation
- How many competitors are taking market share from you?
- Who do you run up against on projects?
- Who’s stealing your projects or clients?
Research your top 2 competitors and find at least one way to differentiate.
[Remember, it has to be more than just words…]
#3 = Targeted Niche
Can you go after a targeted niche?
And then, can you establish yourself as a price leader or differentiate within your targeted niche?
Finally… verify your UVP
If I asked your current architect clients why they do business with you, would they say the same thing?
Know what your ideal architects want. Then, find out if your competitors package their stuff the same way. You want to confirm your UVP truly is unique…
To do that, check with clients and your competition. Make sure you’re differentiating your product. Or targeting the unique ways you deliver your service.
So, that’s some UVP homework for you to do.
Here’s the summary:
Answer these 2 questions:
- WHY do architects do business with you now?
- If they’re not doing business with you now, why should they?
3 ways to find your UVP:
- Price leadership
- Differentiation
- Target/Niche (Price leadership or Differentiation)
Verify your UVP: Make sure it’s relevant & unique.
Getting personal when you create or improve your UVP
Now, all of that will help you set your business or product apart.
But what about your own personal brand as a product rep? Before we close this lesson, here are a few ways you can start using a UVP to set yourself apart:
Specialize in niche expertise
Stand out by specializing, not generalizing.
- Identify a niche: Focus on a niche you love & go deep
- Educate yourself: Get certifications & build your expertise
- Engage directly: Solve specific challenges architects face
Specialization makes you the go-to expert in areas architects find complex
Give exceptional support
Effective service sets you apart.
- Be available: Respond quickly to requests or questions
- Provide resources: Offer comprehensive product information
- Go above & beyond: Customize solutions & offer technical help
Exceptional service builds trust, making you a reliable partner for architects.
Build strong relationships & network
- Attend and engage: Be active in industry events
- Connect personally: Learn the architect’s professional & personal interests
- Offer value: Share useful things you’ve picked up
Strong relationships position you as a strategic ally, not just a sales rep.
That’s a wrap.
If you want to dive deeper into UVPs, here’s a post where I list my top six books on the topic: Books on USP / UVPs
Cheers to building more than just buildings, and see you next week.