Create a contact reason and you will become a believer

Posted by on April 26, 2011

Unique Value Proposition -or finding your message, or your call to action or yelling and selling (converting) online. When you are creating a page online or any marketing message for that matter which is not just doing general recognition branding; you need to have a UVP.

What is a UVP?

Online a UVP is a product or service that your customer would find valuable.   This product or service needs to be the primary purpose of the landing page or ad no matter the marketing mix.  Simply put it is the hook or the action you are wishing the customer to take.  For example if you are allowing a free trial of a service off your web that none of your competitors are offering; that is your Unique Value Proposition.

Why do you need  this?

Well anyone that has suffered working with me has at least once in their tenure been exposed to one of my “What is the purpose of Marketing rants?”

Marketing has but one purpose to increase sales.  That is it. This may be through a variety of methods from general branding to proper market positioning, but I personally believe generating leads that can be converted to sales is where it is at.


On the web you do not statically display your product and have a general contact page and hope for the best.  You create a reason for the customer to contact you.  You ask them to download a brochure, you ask them to take advantage of an online offer.  You change this up so your web page becomes a convenient location to look instead of coming into the store to figure out what is going on. People will provide their contact information if you give a UVP that resonates with them (the key in this acronym is value).  They will become a lead which will become your sales teams job to convert into a sale.

What is the number one reason why people give to charities? 

Because they were asked.  Ask for the sale or an action online through your UVP.  I suspect you will be pleasantly surprised.

Steve Whittington is President of Roadmap Agency Inc. He has also served for over a decade as a member of the Executive Team of Flaman Group of Companies an award-winning organization and has over 25 years of executive experience. Steve’s current board work includes serving as; President of Glenora Child Care Society; and Co-Chair of the Marketing Program Advisory Committee for NAIT’s JR Shaw School of Business. Previous notable board work included, Chair of the board for Flaman Fitness Canada, a national retailer, a Director for a meal prep internet Startup Mealife and Chair of Lethbridge Housing authority, the third-largest Social housing NGO in Alberta.

Academically, Steve was an instructor of Project Management at Lethbridge College for seven years. Steve holds a Bachelor of Commerce Honours degree; he is a Certified Sales Professional (CSP), Project Management Professional (PMP), Certified Marketing Specialist (CMS) and (CCXP) Certified Customer Experience Professional.

Steve’s first book Thriving in the Customer Age – 8 Key Metrics to Transform your Business Results teaches about the customer journey and provides a guiding framework spanning all stages of the customer experience. The book explains how every metric impacts an organization and how leaders can best utilize each metric to provide a stellar customer experience. Everyone knows the customer is the most important part of a business. This book provides the tools to improve an organization’s customer experience and drastically transform business results.

Recently Steve’s Blog has been profiled as one of the Top 75 Customer Experience blogs

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