Workbook
© Mary Cummings, 2014
LET’S DRILL DOWN TO
YOUR UVP
1. Do You Already Have a UVP, if you do, what is it?
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2. How Effective Do You Think It Is?
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© Mary Cummings 2014
1. Target Market Profiling
Demographics
(Use the space below to list specific details about your ideal or prospective clients. Use your own
blog, social media platforms, forums and networking events offline to help you with all the details.
The more specific, the better).
Age (or age range): Click here to enter text.
Gender:Click here to enter text.
Geographical location:Click here to enter text.
Level of education:Click here to enter text.
Income level:Click here to enter text.
Family Circumstances (Married/Single, etc):Click here to enter text.
Favourite Social Media Platforms:Click here to enter text.
Target Market Profile (continued)
© Mary Cummings 2014
Lifestyle and/or Hobbies
(Describe your ideal client’s lifestyle, hobbies, interests and habits.)
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What’s important in their life?
(Describe your client’s values, what’s important to them, etc. How do they view themselves in the
world? What are their general attitudes and beliefs? What are their hopes and dreams?)
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Pain Points
(What problem is your client trying to deal with? What keeps them up at night? Why? Once again,
the clue will be in comments to your blog posts, or alternatively, look for complaints/problems
© Mary Cummings 2014
that they’re posting in relevant forums. If you’re really stuck for clues, create a survey with
SurveyMonkey.com)
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Buying Habits
(How does your client prefer to buy? How do they make decisions? When? How often? Where?)
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Other important information
(Note anything else you’d like to add about your ideal client here.)
© Mary Cummings 2014
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© Mary Cummings 2014
MY IDEAL CLIENT
Using all the data you’ve gathered, write down a few short
sentences describing your ideal client. Once completed,
print this and keep it by your computer. It will help you
when you’re writing blog posts (remember, you should
ONLY be writing to your ideal client), social media posts
and when you’re creating new products/services.
© Mary Cummings 2014
Insert an image of your client
here, to help you visualise
them.
You can even give them a
name.
Step 2: Your Existing Offering
A: List everything that you currently offer to your clients (or prospective
clients).
So for example, let’s suppose you provide a bespoke wedding dress design
service. Your list might look something like this:
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4.
Design beautiful wedding dresses
Bespoke service
Each design and fabric individual to the bride
Wide range of fabrics, silks and laces
List as much as you can think of. On the next page, you’ll compare this
with your competitors’:
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© Mary Cummings 2014
Step 3: Spy on Your Competitors
Research your top 3 competitors. What’s the difference between your
offering and theirs? What are YOU offering that they aren’t?
What are THEY offering that you aren’t?
Your Offering
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Competitor 1
What’s
different
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text.
Competitor 2
What’s
different
Competitor 3
What’s
different
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© Mary Cummings 2014
Step 4: Competitor Comparison
Your Offering
Competitor 1
Competitor 2
Competitor 3
What people like
about them
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text.
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text.
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What people don’t
like about them
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Marketing
methods
Relationship with
customers /
Customer Service
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Other Information
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text.
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Step 5: Putting It All Together
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OK, so what have you learnt?
What differences are there between you/your competitors, or between the
competitors themselves.
What’s your advantage? What can you offer that they can’t?
Remember, smaller/leaner isn’t necessarily a disadvantage. In many respects,
it’s an advantage, as you may be able to pass on savings with less overheads.
After extensive research, our wedding dress designer decided to provide a
bespoke service for curvy women, as this was lacking in her area. She provided
an exclusive fitting service with bucks fizz and canapés to make the fitting
experience extra special, and she partnered with a local jewellery designer, so
that the bride to be could, if she wanted to, have beautifully designed bespoke
jewellery.
And that, by the way, is a true story.
So, what ideas have you come up with? Make a note of them below:
New products
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Products for subsections of
market (niche)
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© Mary Cummings 2014
Click here to enter text.
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Other ideas
(try looking at other
markets to see
what ideas you can
“borrow” for your
own)
Step 6: Write Down Your Value
Proposition
You’ve carried out extensive research (well done) all of which has been extremely
valuable. This may have thrown up some surprises (we often make assumptions
about our target market/ideal clients), but at least you are armed with solid data.
© Mary Cummings 2014
Now, you can use draft a clear, compelling value proposition. Don’t worry about
getting it right the first time. It will take some brainstorming, so why not rope in
someone to help you.
As you write your Unique Value Proposition, test it against these 5
criteria:
1. Is it short and to the point?
2. Is it memorable?
3. Does it make an emotional connection with your market?
4. Does it speak to the most urgent needs of your market?
5. Does it clearly tell people why you’re different?
Use the template on the next page to give you some ideas, play around with it to
see what fits comfortably for you/your business and brainstorm with others to
see if they get it.
Finally, when you’re done, send your completed idea(s) to me by email at
[email protected] and I promise I’ll respond with some further tips
or ideas (if appropriate, I won’t red-pen anything just for the sake of it).
Just to be clear, I can’t and won’t promise unlimited amendments – but I promise
I will take a look.
Mary x
Use this template to write your
compelling, unique value proposition
Product/service/name :____________________________________________
Example: I’m Mary Cummings, a business woman, mentor and author
(b) Ideal Client/Target Market: ________________________________________
© Mary Cummings 2014
I help self-employed parents ..
(c) Need/problem/opportunity: _______________________________________
learn how to transform their business into a successful, profitable platform in less
time and with less stress ..
(d) How they Benefit: _______________________________________________
so that they can live the life they truly desire, on their terms.
The format isn’t written in stone, so play around with it to see what fits
comfortably for you. Your business name can be inserted instead of your name.
Equally, if you’re launching a product, use that instead.
Using a template like this will help you write a proposition so clear, it will
immediately connect with the people who matter.
My unique value proposition
© Mary Cummings 2014
© Mary Cummings 2014