Today we are talking about Unique Value Proposition (UVP). As a landscaper this quite simply means what makes you different to other landscaping companies and competitors:
Why should a customer choose you over anyone else?
Take a moment and write down anything that you think makes you different and could be part of your unique value proposition…
How do you serve your customers and make a difference to their lives?
It is not just about installing a garden or driveway it is looking at what problem are you solving. The problem is a pretty big deal to them at this time as they have enquired about your services. How do you serve and problem solve.
For example: they want a space for entertaining family and friends, or they want a child friendly garden they are able to use all year round or they need a driveway as they are currently parking their car on the roadside.
What are you great at?
What are your talents? What is so great about you and your business that will make that potential customer turn into an actual customer and will buy into you?
How does this all relate to marketing your business?
You need to use the answers to these three questions to develop your unique value proposition. You then need to convey your UVP in your marketing message.
It will influence what media platforms you choose to be visible and consistent on. You will use this unique value proposition throughout all your marketing including your ads, content and social.
It should be used to stand out against your competitors in a crowded and very noisy marketplace. It should ultimately answer the question your clients will be asking themselves – why they should choose you over someone else.
Be sure to differentiate your business
It is your responsibility as a business owner to continue developing your business and your service. By keeping fresh, innovative and current you will stay ahead of your competitors. It will also get you in front of new customers and serve more customers.
You need to work out your unique value proposition by asking yourself three questions:
Then you need to incorporate your UVP into your marketing plan and strategy.
Continue developing your business through differentiation to keep ahead of the competition.