Posts Tagged ‘target market’

What is Your Unique Value Position

April 10, 2008 Leave a comment

You are the reader.  You are in a book store with a $20 bill.  Of course, whatever book you select, you want it to be compelling.  You want the best novel, let’s say, in the horror genre.  You want the writer to carry you into his/her world and make chills go up your spine.  You don’t want to settle because the one thing you love is page turning stories. 

How does the position writer himself to the reader to communicate that his novel is the best, worthy of the reader’s $20 and time?

One way for the writer to make the connection is to create a unique value position or UVP.  Very simply, UVP is communicating what you do best —- communicating your value.

If you have ever watched a someone sell a product to a stranger, he will give the 30 second elevator pitch.  This is one sentence that tells who you are, what you are selling or what you are about.  The pithy sentence should hook the stranger into asking for more details, thus making a connection and the start of a relationship.  If a salesperson can’t say it in 30-seconds, he may lose the stranger’s interest.

Writing a good elevator pitch is similar to writing a UVP; both are harder than you think.  Before a writer starts writing his novel, he needs to think about the following elements and wrap it into a tight sentence or two. 

1. Identification your target market.
2.What the reader will get out of your novel
3. A brief description of your novel (s).
4.  Why your book is unique in the marketplace or what is the perceived value.

Here are a couple of examples:

Stephen King: Master writer whose dreams keep us up all night.

Amy Tan: Asian novelist swept up in the  generational differences in the Asian culture.

Benefits of writing a UVP

1.  It identifies your unique position as a writer and how you may be different from other writers.
2.  This helps readers understand what you are about and thereby establishing a fan base.
3.   It helps you craft a series of novels in a particular genre…
4.   It establishes your goal, your focal point, so whatever UVP you write, you must have  passion to sustain you.
5.  If you want to make writing your career, one that pays, all your writing efforts should be centered around your UVP.  This will jumpstart your career direction and you will be surprised that identifying who you are and what you intend to write will bring you amazing success much sooner than had you not finished a UVP.  This is creating your own brand (we’ll discuss this later).

If you are a professional, your readers will expect you to deliver the same genre and writing quality in every book you publish.  Writing a good UVP will make it happen.

Write a unique value position and send it here or email them to me.  With your permission we can review them.