If you just stumbled upon this page randomly here are the first and second parts of the series. I already covered the process of generating insights and 3 different aspects of exclusivity so today we will talk about the last factor – Appeal.
As with exclusivity, there are plenty of various theories regarding the appeal of offers but because the entire reason for writing this series was to develop an easy to understand Unique Value Proposition (UVP) development framework we are going to ignore various opinions and focus on the most vital factors of the appeal: Clarity and Value.
It doesn’t really matter how much value you are offering to users if they can’t intuitively understand that value within the first few seconds of engaging with your Unique Value Proposition. The legendary Dr. Flint McGlaughlin, the CEO of MECLABS summarised it all in one sentence – Clarity trumps persuasion! And that’s where the majority of
copywriters wordsmiths really freeze. Just for clarity purpose, let me show you an example:
What!? I bet that’s what majority of you thought after reading this UVP. You can try reading it multiple times but the outcome would be pretty much the same. In spite of it being a technological company I’ve especially chosen a paragraph without technical terms. Every single word in that paragraph is understandable for anybody without technical background but together as a whole – doesn’t make any sense even if you teach Particle Physics at MIT.
This small example proves the importance of clarity better than anything else. It doesn’t really matter that the company is offering really unique and valuable product to the potential prospects because nobody from that audience will ever notice or understand the importance of these values.
The value factor is pretty straightforward, it represents the direct benefits you offer to your visitors. Unfortunately, the vast majority of marketers and business owners don’t really understand what a direct benefit is.
Features ≠ Benefits
Rather than spending next few paragraphs trying to explain the major difference between features and benefits let’s use a real life example. Here is a set of “UVPs” I just nicked from the local garage’s website:
(Just a note: If you are running a garage website use the images of the actual cars you repair rather than quite a poorly made Batmobile in 3dmax)
There is one common thing about all 3 of these statements. They sound like bragging quotes from the owner of the garage and mean completely nothing to a typical driver needing the garage’s service. You always can use one simple question just to double check if your “benefit” is really a benefit:
Does this statement sound like a reason somebody who doesn’t have a clue about garages will choose you over your competitors? If the answer is no than that’s probably a feature or simply useless combination of bragging quotes.
But there’s no need to worry because almost every feature can be turned into a benefit just by placing yourself into a potential customer’s shoes. Let’s try it out:
1. “We service and repair all makes and models” could be: ” No matter how old or rare your car we service and repair all makes and models”
2. “Member of the Good Garage Scheme” could be: “We have hundreds of trusted reviews and independent recommendation available”
3. “Motor Industry Code of practice” could be: “We strictly follow MIC code of practice to provide an honest and fair service, clear pricing, repairs as agreed with you and repair costs which match the initial quote. (There are actually another dozen of really good promises in that MIC code of practice)
Obviously, it still needs some work regarding the word choice and length but the main value is there and it actually sounds like a great garage to choose.