Your Unique Web Proposition (UWP)© 2002 by Scott T. Smith, Copywriting.Net
Introduction
Every week, tens of thousands of new people and organizations are jumping onto Internet bandwagon. How can you ensure that you will be found, and better yet, stand out as unique among this rapidly swelling crowd?
The key is to clearly define your Unique Web Proposition (UWP). Your UWP defines your place in Internet marketplace, making you separate – and better – than everyone else.
Three Basic Questions
Here are three basic questions you must ask to separate yourself from competition:
1. What are you selling?
2. What is unique about what you sell – or how you sell it? What do you offer that your competition doesn't?
3. How can you describe answers to above questions in one tight, persuasive line?
If your UWP feels narrow and restrictive, that's good- you have defined your market niche.
Finding Your Niche
Niche marketing is an essential element of your Internet success. Clearly define who you are, and right away you know which newsgroups to search for, where to post your classified ads, and how best to gather your leads. Nobody can ever market to everyone, everywhere. Being a jack-of-all-trades means you become a master of none, and mastery of your market niche is what you should strive for.
^V^
The UWP Survival Questionnaire
The above questions are only a starting point for defining your UWP. But paradox is that these are actually some of last questions you ask. As a wise man once said,
"To know a lot, you only need to know a little. But to get to that little, you need to know pretty much."
I urge you to take time to put yourself and your business partners through this next series of questions, because it's key to your survival. The result will be true clarity on who you are and what you do, providing razor-sharp definition you absolutely must have to find leads and customers on swelling Internet.
Your Company
1. What is history of your business? 2. What is philosophy of your business? 3. How and why has your business grown?
Your Product & Services
1. What problems does your business solve for customer? 2. What are unique advantages of your products and services? (prioritize) 3. What are problems and weaknesses of your products and services? (prioritize) 4. Where and how are your products and services sold? 5. How were your products and services originally launched? (marketing/advertising strategies) 6. How have your products and services performed? Have they been altered or improved? Is your share of market improving? 7. What is your product/service image? 8. How does your product respond to changes in: pricing? promotion? advertising? 9. What are current and future marketing conditions for your products and services? 10. Is your product and service category static or growing? 11. Is your category one of high or low interest? 12. Are there any regional or seasonal considerations?