The Power of Why by C. Richard Weylman

Author:C. Richard Weylman
Language: eng
Format: epub
Publisher: Amazon Publishing
Published: 2013-03-25T16:00:00+00:00

In addition, many of your marketing collateral pieces will serve the purpose of explaining how you deliver on your Unique Value Promise. In the past, this usually meant listing your business attributes and product or service features. But today don’t just list them. Be sure to include the specific persuasive advantages and benefits each delivers to your target consumers.

A perfect bridge phrase is “And what this means to you is…!”

For example, if you are in the real estate business and your discovered UVP is “Making your dream home a reality,” you’ll want to write about what that means and how you accomplish that in your explanatory marketing collateral.

What you might normally write regarding how you deliver your promise is, “We search the entire Multiple Listing Service for you.” Good. But you can write even more persuasively and with additional clarity. How about “We search the best choices so you can make the right choice.” Now they not only know what you do for them and how you do it, but you are verifying that you can make their dream home a reality, functionally and emotionally. You are communicating that your value promise is achievable. They see the value of your attributes and features. They see that you can deliver what they want.

Of course, not all marketing collateral pieces are appropriate for explaining how you deliver on your promise. But whenever it is appropriate, close the loop! Leave nothing to chance. It inspires consumers to respond, to inquire and start a purchase discussion.

The list of ways to promote your UVP is limited only by your imagination. However, the better you know and understand how to reach your target consumer, the more creative and effective your promotion will be. Use every means available to deepen your understanding of how best to communicate with them. What media do they interface with on a regular basis? How do they like to receive messages, and which methods deliver the best reach and response? You can gather this data online as well as glean it from your UVP survey questions or other customer interfaces.

There are also numerous sources readily available from industry associations and special-interest groups that support your target consumer—be sure to utilize them.

Armed with good research on your intended customers, and your distinctive UVP in your hip pocket, your creative juices will be in overdrive as your ideas expand and flourish. However, stay committed to integrating your value promise into everything you do. Also, keep in mind that integrating your UVP into all your marketing efforts takes time. That’s why the ninety-day planning process mentioned earlier is so effective.

Little Things That Make a Big Difference

You’ll never feel overwhelmed if you achieve a full integration on an incremental basis. Remember the marathoner’s creed? “Inch by inch, anything is a cinch; yard by yard, it’s miles too hard.” That said, here are crucial ways to travel your promotional path on a moment-by-moment basis.

E-mail

Every member of your staff should have your Unique Value Promise as part of their electronic signature, right below their name.

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