The internet is full of noise.
This is part 1 of the 5-Days To More UX Leads course.
- Your Unique Value Proposition: 👈 You are here
- Marketing Gravity
- Watering Holes
- Warm Introductions
- Paid Exposure & Sponsorships
Defining your message
Attention is the most valuable currency and you should be very careful about what your prospects remember about your agency. But before you begin attracting prospects, you need to define your unique value proposition (UVP).
There are hundreds if not thousands of agencies and freelancers offering UX services. Most of them are completely undifferentiated which makes it really hard for clients to choose the right one.
The best approach to cut through the noise is to tailor your message to your specific audience and distill into its simplest form.
Al Ries and Jack Trout said:
The best approach to take in our over communicated society is the oversimplified message — Positioning, The Battle For You Mind, 1980
That phrase is more valid today that it was back in the 80s — Instead of bloating your message with everything your agency can do, focus on marketing a specific solution to a specific problem.
Consider these two examples:
EXAMPLE A
We area a UX agency offering web development, SEO, logo design, branding, web design, graphic design, business card design, mobile app development, online marketing, social media ads, and community management for small and large firms in fintech, healthcare, automotive, food & beverages, construction, blockchain, AI, and architecture.
EXAMPLE B
We are a UX agency, and we help e-commerce stores cut abandonment cart rates by half by improving the usability of the checkout.
If your ideal buyers are e-commerce store owners, guess which one is more likely to to grab their attention.
By defining your UVP, you make it a lot easier for your ideal buyer to find and contact you. That will bring you much higher quality leads.
I like to reinforce UVPs by adding a distinct differentiator to them:
Unlike other agencies, we have a proprietary, 20-point evaluation system that addresses the main UX hurdles in e-commerce.
If you don’t have a unique differentiator, you can create one by focusing on something your team does really well.
Notice that I’m not saying you should drop all other services your agency can do. While that can have some advantages, it’s not necessary.
Your UVP is the visible tip of your marketing iceberg.
Once they contact you, they’ll find your agency is capable of doing a lot more than what your UVP says (the non visible part of the iceberg) which will lead to larger engagements.
So that’s how you define your UVP. Next, we’re going to look at how to share value so you get noticed.
Part 2: Marketing Gravity— How to show yourself and build authority in your space
