I talked about MVP’s last time and this week, I’ll be talking about UVP, which is basically your Unique Value Proposition. You can also call it USP. Guess what the S stands for.
You might be wondering why your startup will need a UVP.
Thing is, you need it right from the start.
What is an UVP you might ask? It’s exactly what it is. You need a phrase or a sentence that distills the essence of your product. A few words that properly tells your potential client what to expect.
So why do you need it so early in your product’s life?
In today’s world, you need to have a website as soon as possible and in most cases, you buy the domain right at the start when you are still honing your new startup’s product idea.
If you are just starting up, you’ll probably start collecting an email list. If you have already started, it’s probably on your sales page or main landing page.
Your UVP will be right up there.
It’s your headline for the landing page. Other marketing materials are also considered.
A UVP is hard to get right, so the earlier you can test it, the better. Besides having a catchy UVP, you need to be able to show why your product is different as well.
That’s HARD to convey in just a few words!
On average, you’re users will spend less than 10 seconds on your landing page. No matter how pretty your website is, it won’t matter because the user won’t even scroll down or click to see the rest of it.
Being part of their first impression of your website, your UVP needs to be able to capture their attention. A good UVP will take them by the balls and that means they might stay a bit longer to check out the rest of your website.
To be honest, you don’t really have to go out there and keep reading blog post after blog post. Book after book. Listening to podcast after podcast just to learn how to craft a good UVP.
All you need to do is guess and go from there. Sure, there are best practices but how has following those ever worked out for you?
See? Just do it and test it early. Iterate and improve over time.
The best tip I can give you is just to identify your proposition and create a UVP that basically answers that. Basically, the main problem you are solving and convey how you are showing your solution.
I’ve talked about features, benefits and value last time, so I recommend that you check that out. By now you know how important it is to convey benefits and value to your potential customers.
Get into their heads and show them how they’ll gain from your product. At the end of the day, you’ll need to show them that this product is for them.
How I Test My UVP
When it comes to these things, I always go with the simplest solutions.
My process is pretty simple.
- I test landing pages by pouring relevant traffic to them.
- Whoever comes out the winner will get the grand honor of being my page’s UVP.
I use simple tools like Leadpages, though a WordPress site will do. I just use Leadpages to quickly put up landing pages with 1 trackable Goal.
I make identical landing pages with different headlines that I want to try.
I then run ad campaigns or email campaigns and send traffic to it.
The email campaign is optional. I only run it if I have a list that is relevant to the topic. I basically ask directly which one they prefer.
If you want to save money, try looking where your potential market is. It’s highly likely that you’ll find a Facebook group. Join in and ask for their opinions there.
Don’t be afraid to get smacked on the face. We’ll all face rejection or get ridiculed many times in our lives. What would digital words do to you anyway? Don’t get offended and just use that as constructive words. It’ll make you better with writing copy and you’ll come out with a great UVP. #FTW
Actions Steps for You
Coming up with a UVP is not that hard. Don’t over analyze it. Don’t overwhelm yourself to a point that you won’t take action. Just do it and do it as soon as you can. The earlier you start, the more you’ll understand and craft a great UVP.
So, here’s what I want you to do now.
- What is the main thing that you are solving? Answer that and come up with a UVP that will tell your client how they’ll benefit from it.
- Start with that, then create identical landing pages with the same GOAL but with different UVP’s to test your headlines.
- Send traffic to them via Facebook and Google Adwords.
- Iterate your UVP based on results.
- Come up with your great UVP and share it to me in the comments below or on Snapchat.
Talk to you soon!