What's your value?

Happy New Year!

I hope you’re feeling refreshed and ready to tackle the year ahead – let’s kickoff the first CTC newsletter of 2025 by diving into perhaps the most overlooked – but incredibly powerful – element of marketing: clearly communicating the value you deliver.

I’ve spent nearly 25 years in financial services, listening to countless marketers and sales team members attempt to articulate their value - some successful, others not.

What I’ve noticed is a glaring disconnect between their internal perception and the external reality.

Here’s an example.

Years ago, when I took on the role as head of marketing for a financial services firm, our core challenge was the lack of a clearly defined and communicated Unique Value Proposition (UVP).

The UPV used on every creative asset and repeated by all sales team members, included “Peace of Mind.”

Internally (Perception)

“Peace of Mind” referred to a state of mental and emotional calmness, where the client is free from worry, anxiety, or stress.

Externally (Reality)

The phrase sounded like a generic sales pitch clients had heard dozens of times before.

The company struggled to explain what made them special or the value delivered- leaving customers scratching their heads and wondering, “What exactly am I buying here?”

The problems:

• Too generic and overused

  A common phrase every insurance agency, wealth management firm, and home security business uses.

• Lacks specificity

  Leaves potential customers wondering what exact value or benefit they are getting.

• Emotion without proof

  While marginally appeals to emotions, it fails to provide measurable or actionable outcomes.

What is a UVP?

Your UVP is a concise statement that articulates the specific benefits your business delivers and how you solve your customer’s problem better than anyone else.

To ensure your UVP resonates with your audience, it should have 4 key characteristics:

1. Clear and Concise

   Don’t make people play detective to figure out what you do. Your UVP should be the elevator pitch that works even if the elevator ride is only one floor.

2. Customer-Focused

   Remember, it’s not about you – it’s about them. Your UVP should scream, “I get you and I’ve got exactly what you need!”

3. Benefits-Driven

   Focus on what your product or service does FOR your customer, not just what it does.

4. Differentiated from Competitors

   If your UVP could describe your competitors, it’s time to rethink. Stand out by showcasing what makes you unique – your “secret sauce.”

Why your business needs a strong UVP

Your customers have all the information need in the palm of their hand to make informed decisions, but they’re also overwhelmed by a nonstop barrage of companies vying for their attention.

A strong UVP is your way of standing up, waving, and confidently saying, “Here’s why I’m exactly what you’ve been looking for!”

When done correctly, you will successfully:

• Attract the right audience and draw customers in who resonate with your value

• Clarify your marketing and provide a foundation for all messaging

• Differentiate your business in competitive markets

• Guide your business strategy by aligning your offering with customer needs

Steps to create a compelling UVP

Crafting a compelling UVP doesn’t require magic – it’s all about understanding your customers, highlighting your strengths, and crafting a clear message.

Here are the specific steps to take to develop your UVP

Step 1: Identify your target audience

Identify your Ideal Customer Profile and pinpoint their biggest pain points and desires

Step 2: Highlight your key benefits

Focus on outcomes and value rather than features. Ask, “What problem am I solving?” and “What’s in it for them?”

Step 3: Analyze competitors

Research how others address your audiences’ needs and identify gaps or opportunities you can claim.

Step 4: Keep it simple and specific

Avoid jargon and make sure it’s easy to understand.

Step 5: Test and refine

Get feedback from your customers and audience – then reiterate based on what resonates.

To assist in creating your UVP even easier, I’m attaching a worksheet to guide you step-by-step through the process. Simply follow the prompts, and by the end, you’ll have a clear and compelling UVP ready to set your business apart!

Need inspiration?

Sometimes the best way to create your own UVP is to see how others have nailed it.

Don’t worry, I’ve done the research, so you don’t have to.

Now is the time to elevate your business with a strong UVP

Your UVP isn’t just a fancy phrase – it’s the foundation of your brand’s success. It’s what helps you stand out in a sea of sameness, makes your marketing efforts more effective, and builds lasting connections with your ideal customers.

Without a strong UVP, your business risks blending into the background, leaving customers unsure why they should choose you.

I urge you to take the time to define your UVP. Use the steps, examples, and the worksheet to guide you. Because when your business is clear about the value it provides, your customers will be too- and that clarity is what transforms interest into loyalty.

~Joseph
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