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All great internet websites have created a
UVP, or Unique Value Proposition - a tool
to engage consumers in an interactive
relationship. In most cases the UVP is
free to the visitor.
AOL has a strong UVP. They offer 45
days of completely free use of the service.
By the time you’ve loaded the software,
added emails to your address book and
sent everyone your new email address
its pretty unlikely you’ll stop using
the service. Other similar examples
include Yahoo Store’s 30 day free trial
and Zone Alarm's free home computer
firewall (I recommend this product to
defend your home computer http://download.com.com/3001-2092-10217783.html).
Amazon.com has several examples of
a UVP. They have created programs which
analyze the behavior of their large
customer base to provide valuable tools
for their users. For example, one tool
is ‘Customers who bought this book also
bought’, this service tells you about
the purchases made by others who bought
a book you selected. Looking for business
books about a topic? Select a book on
the topic and review the tool, it will
show you a list of books that will likely
serve a similar purpose. Do you like
a particular author? The tool lists
books you’ll likely enjoy. Amazon is
a winner if this suggestive sales technique
gives you an impetus to buy additional
products; you win if you find a book
you love.
The New York Times offers the seven
most recent days of the newspaper free
of charge online. They also have a great
online inventory featuring the entire
history of all New York Times articles
and photos - free of charge you can
see the first paragraph of each article.
However, if you want the entire article,
you must pay a small fee or join their
online subscription service. This valuable
UVP gives the user a reason to remember
the site and the service, and to come
back whenever he/she has a research
requirement.
Lastly, many sites, including http://www.tengoldenrules.com,
offer a free newsletter as a UVP. Another
great example is eDiets.com’s Health
and Fitness newsletter with 13 million
readers!
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Keep clicking!
Jay Berkowitz, President
jay@tengoldenrules.com
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