Let’s put your Unique Value Proposition to work.
This is part 2 of the 5-Days To More UX Leads course.
- Your Unique Value Proposition
- Marketing Gravity 👈 You are here
- Watering Holes
- Warm Introductions
- Paid Exposure & Sponsorships
Creating content based on your unique value proposition
Your UVP can take multiple forms that depending on the price and your level of involvement.
With your UVP you can create a blog post, YouTube video, a written course (like this one), video course, workshop, webinar, consulting engagement, or production engagement.
What is marketing gravity?
The collection of all the different forms in which package what you produce with your UVP is your business’ marketing gravity. Each and every one of them pull your buyers towards working with you.
Not every consumer of your marketing gravity will take you up on the premium offer, and that’s okay. Your goal is to help as many people as possible. And occasionally, some of them will skip the lower value offers and go straight to your premium service.
Creating marketing gravity can take months so I always recommend starting with the peripheral options in the chart above i.e. the cheapest and the premium options.
The cheapest option takes very little time to create and your premium service is more likely what you are already doing.
Common questions
“Why should I give away my knowledge for free? Wouldn’t that be playing against my own interest”
Not really. The type of client you want to work with has more money than time. By showing that you have expertise in solving the problem they have, they’ll be more likely to pay to make it go away.
Good, smart clients like to understand how a problem is solved but they don’t have the time nor the expertise to solve it themselves. That’s why they hire you to solve them for them.
“If they take a course that I made, they won’t want to work with me”
Not entirely true. But even so, that can be a good thing. See, the course only requires a certain amount of upfront work but once it’s done, it runs on autopilot. It doesn’t matter if you charge $100 or $1.000 for it, because you don’t have to move a finger to deliver its content to more people.
Think about it in this way, a chef who writes a book doesn’t become unemployable. Instead, they boost their reputation and, most likely, their fees.
Keep the goal in mind
Remember that the goal of your marketing gravity is to increase your reach by exposing people to your UVP. It has the curious side effect of building your authority in a particular topic which gives you negotiating leverage.
The more marketing gravity you have, the more clients will find you and the more chances you’ll have to expose them to your message. This is especially true in our search-algorithm-driven internet.
Next, in part three, we’re going to talk about how to expose your potential clients to your marketing gravity.
Part three: Watering Holes— Where your future clients hang out
