If you want to know why customers prefer you, go to the source!

What is a UVP?
Your UVP is your Unique Value Proposition. It is the one most important element that differentiates you from your competitors. Your UVP is what you stand for. Ideally, your UVP should be different from all of your competitors’.

In about two weeks, you have several testimonials to use throughout your marketing. More importantly, you have important client insight that will serve as a foundation for future marketing communications.

How can you determine your true UVP?
	Ask the right questions. My Creative Brief contains several to help get you started.
	Ask the people who work for you. Your employees and your brokers will have many insights about why clients choose you.
	Ask your clients. It’s a good idea to develop a few client testimonials (and really understand your UVP) BEFORE you tackle your next big marketing project. You can use testimonials as persuasive, credible content in most marketing pieces. More importantly, you’ll discover what clients value most about you.
How can you use testimonials to “nail” your UVP?
	Choose approximately five clients who know you well and ask if they’d be willing to talk about their experiences with your company. Interviews typically take 10 minutes or less.
	I will e-mail each client with a question list and an interview request.
	After interviewing each client, I write up a paragraph that captures his/her comments and e-mail it for approval.
	Ready to sharpen your competitive edge? E-mail me now!