Blog
Welcome to the Holritz Business Design blog! From time to time, I’ll share important principles that will enable you to more effectively simplify your website, brand messaging, and even your business workflow. And don’t worry, I keep it simple: no post will take you more than 3 minutes to read!
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9. How to Own a Unique Value Proposition (aka Brand Position) in Your Market
Once you've chosen a truly unique value proposition - what I'll call a brand position statement from now on - it's quite easy to own that brand position in your marketplace.
Once you've chosen a truly unique value proposition - what I'll call a brand position statement from now on - it's quite easy to own that brand position in your marketplace.
First, make sure that your brand position statement is positioned in the header of the home page of your website prominently. Make sure you're using large, bold font so that visitors to your website see and read it within 3-5 seconds of landing on your website.
Second, make sure to highlight that messaging throughout your marketing materials - on social media accounts and content, in your ads, and in physical marketing materials.
Third, make sure to accurately represent that brand position accurately and consistently in EVERY part of someone's interaction with your brand. To use one simple example from a previous post, if you're positioning yourself as Black and White Wedding Photography for Chattanooga Skateboarders, the majority of the images on your website should be in black and white and depict couples from the skateboarder community. While this seems the obvious thing to do, common behavior by business owners suggests otherwise.
8. Examples of Unique Value Propositions
A reminder from my previous post: a unique value proposition is a variation on a service that differs from all others in your marketplace.
More ideally, you'll also call out your target market in that UVP statement. Let me share some examples for your reference:
A reminder from my previous post: a unique value proposition is a variation on a service that differs from all others in your marketplace.
More ideally, you'll also call out your target market in that UVP statement. Let me share some examples for your reference:
A Value Proposition: Wedding Photography
A Unique Value Proposition: Black and White Wedding Photography for Chattanooga Skateboarders
A Value Proposition: Website Design
A Unique Value Proposition: Beautifully Simple Websites for Business Owners in Just 3 Days
A Value Proposition: Gourmet Cheesecakes
A Unique Value Proposition: The Lightest, Fluffiest Cheesecake in America
A Value Proposition: Jet Ski Rentals
A Unique Value Proposition: The Newest, Fastest Jet Skis for Rent in South Florida
A Value Proposition: Lawn Services
A Unique Value Proposition: Custom Landscaping for Chattanooga Executives
7. How to Choose Your Unique Value Proposition
Establishing a unique value proposition that stands in contrast to your competition is easier than you think.
Establishing a unique value proposition that stands in contrast to your competition is easier than you think.
You've likely already decided on a general product or service you want to offer. Now do a Google search for that product or service in the marketplace you'll be working - whether that's your local town or city, a region, or beyond.
Comb through each website that comes up in the first 4-5 pages of results - whether traditional search results or Google My Business results, or both - and note if they're specializing in a particular variation of that product or service you're going to be offering. (Keep in mind that many brands do not truly specialize or position themselves as the leader in anything.)
Once you've finished going through those websites and completed your list of any unique value propositions in the industry you're competing against, you can now decide on the position you'd like to own so that you can stand in contrast to your competition.
6. What is a Unique Value Proposition?
To offer a unique value proposition, you need to determine a variation on that service that differs from all others in your marketplace.
For the sake of conversation, let's say you're a wedding photographer. You offer this service on your website, and that offering of wedding photography is a value proposition. You're offering something of value to those in need of wedding photography.
If your website simply says that you're a wedding photographer, that is not a unique value proposition because that value proposition - wedding photography - is offered in a similar way by many others in your marketplace.
To offer a unique value proposition, you need to determine a variation on that service that differs from all others in your marketplace.
5. What Do You Offer?
When a potential customer lands on the home page of your website, they should know in 5 seconds what (unique) service or product you offer, and who it's for.
When a potential customer lands on the home page of your website, they should know in 5 seconds what (unique) service or product you offer, and who it's for.
Put another way, you need to:
Establish a unique value proposition
Be clear about your target market
Be able to communicate this information in an 8-10 word headline
4. The Importance of a Clear Strategy
If you don't have clear intention in your behavior - personally or professionally - you'll find yourself spinning your wheels.
If you don't have clear intention in your behavior - personally or professionally - you'll find yourself spinning your wheels. For the sake of our conversation, intentional behavior requires the following elements:
Clear personal values
Clear goals
A minimal education in the thing(s) that you're trying to accomplish
A resulting strategy - actionable steps and reasons for them - to accomplish said goals
3. Simplicity Requires Clear Values
Simplicity is difficult for many people because they're not clear about what they want in life.
Simplicity is difficult for many people because they're not clear about what they want in life.
Simplicity requires clear values. If you're clear about the underlying values that bring you a sense of deep joy and fulfillment in life, this clarity will enable you to get rid of anything irrelevant - thus enabling you to simplify your life and anything related to it.
2. Why Does Simplicity Matter?
Generally speaking, simplicity minimizes distraction (and associated stress) from anything that isn't relevant to the task at hand.
Generally speaking, simplicity minimizes distraction (and associated stress) from anything that isn't relevant to the task at hand.
In the context of a business website and brand messaging on said website, keeping the user experience and the messaging simple enables a potential client to quickly decide whether you're a good fit for their needs or desires, and then to purchase your product or service.
Bonus: In a busy world, a simple website and brand message will set you apart.
1. What is Simplicity?
Whether we're discussing an object, an idea, a behavior, or a business - something is "simple" when it has just a few parts. The opposite of simple is complicated.
Whether we're discussing an object, an idea, a behavior, a brand message, or a website - something is "simple" when it has just a few parts. The opposite of simple is complicated.
To be clear, simple does not mean easy. Picking up a 100lb weight is a simple action because it doesn't require many steps, but it's difficult due to the significant amount of effort required.
If you want to simplify anything, figure out how to minimize the number of parts or steps associated with that object or process.