05/30/2007 | Post By: P.L. Meindertsma
Value Proposition; UPS; Elevator Pictch... Should every business have one?
Value Proposition, Unique Positioning Statement (UPS), Elevator Pitch… These are terms you may have heard throughout the years. There are some subtle differences, but for the most part they all try to accomplish the same thing: “A clear statement of the tangible results a customer gets from using or buying your product or service.
For the sake of this blog I will use UPS (you may prefer to use anther terms, but UPS is easy for me to type :-).
I am willing to bet that over 80% of the people/businesses reading this blog do not have a consistent message that communicates what they do… yet, state tangible result! Most of the businesses we talk to need 2-3 minutes to communicate what they do… and it usually changes day after day.
Every Business should have an UPS because it creates a consistent message among all of the people within your organization. We know “Consistency creates confidence!” (Systems, franchises have proven this over and over.)
So… here are a few suggestions to start working on your UPS today.
Start by answering these 2 questions:
- Why would someone want to do business with us verses the competition? How will we be able to prove this?
- What are some of the key difference your product or service offers that others may not. What evidence do we have to show someone?
To start your rough draft, here are some suggestions (it can be more than 2 sentences, but not more than 30-60 seconds):
- First Sentence:
We/I (who you are) do.offer (prodcut or service) for (target customer)
who (state need or opportunity) that (state benefit) - Second Sentence:
– Our product/service (state a difference from others) that results in (tangible result).
Ideas for tangible results:
- Increased revenues
- Faster turn around time
- Decreased maintenance costs
- More efficient to operate
- Decreased employee turnover
So here is the UPS for PLINC Marketing:
When someone asks "What do you do?"
I am the President of a marketing agency that implements a 5 step “Complete Marketing Solution” for businesses who want to increase:
- brand awareness in their industry
- leads
- conversion of leads into sales
- productivity of sales staff
- repeat business and referrals
- overall customer satisfaction
Just to list a few… our simple and to-the-point approach have resulted in:
- $2 million increase in sales in 24 months
- 780% increase in sales for a product in 12 months
- 50% overall increase in leads from advertisements
If you are interested in developing or changeing your companies UPS, send us an email at info@plincmarketing.com - just type "UPS suggestions" inthe subject heading.