Testing Your UVP – The ‘What’s in It for Me’ Test
Creating the perfect unique value proposition is complex. It’s not easy, but there’s a simple test to help you refine your UVP and make it more suitable for your customers. It’s the ‘What’s In It For Me’ test, otherwise known as WIIFM.
The test is simple – Your UVP should answer the question ‘What’s in it for me?’ in a way that people can relate to. If it successfully does that, you may have a winner.
The best way to answer the WIIFM question is to clearly emphasize the benefits of your offer and explain briefly how your product or service is different from those of your competitors. It needs to demonstrate how your offer better meets your customers’ needs. If you can communicate this effectively with your UVP, you’ll answer the ultimate question.
Why Your Customers Ask WIIFM
People are exposed to literally thousands of marketing messages each day. Every second that you’re on the internet, watching TV, driving or listening to the radio, you’re absorbing these messages. We’re bombarded with many more today than ever in the past.
What this means is that in years past, you had more time and space to present your message. Customers had time to discover it for themselves. Today, the message needs to speak louder, clearer, and faster. You have to shout above the rest.
‘What’s in it for me’ is the central, deciding question that customers are asking when they encounter a marketing message such as yours. If the answer isn’t given quickly and satisfactorily, they’ll move on.
Focus on Benefits
The central theme of your message should be the benefits you offer. Benefits shouldn’t be confused with features. Don’t describe the features of the product, such as what it does. Instead, describe the end result that the customer experiences by using the product or service. In other words, explain how it solves their problem and makes their life better.
Your WIIFM answer is what a potential customer is looking for when they encounter your UVP.
You may interested in my earlier post… How to Avoid 5 Common Unique Value Proposition MistakesAs a reminder, please note that we are an affiliate of Amazon, ClickMagick, Coach Glue, Content Sparks, GetResponse, Kris Clicks, NOW Lifestyle, OptinMonster, Rebrandable Traffic, SiteSell (SBI! & Solo Build It!), and other companies where we may earn reseller fees and commissions if a visitor makes a purchase after clicking on one of our images, posts, or links and visits the advertiser's website.
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