Writing a unique value proposition, or UVP, communicates to customers what makes your brand better than others. It can be used on websites, product pages, social media, and other channels.
2. What is a UVP?
A unique value proposition is a statement that describes why your business or product is
better than anything else on the market.
It’s the reason why a customer will buy from you when they’re on the fence.
It’s what keeps your competitors up at night.
It’s a unique identifier.
People think of your business when they think of a certain problem, solution, or concept.
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4. Studying your audience
These resources need to be placed under a
microscope to answer questions like:
● What problems are my customers
experiencing?
● What solutions do my customers need?
● What experiences have my customers had
with other brands? (Good and bad.)
● What are my competitors doing and how can I
do it better?
● Who are my customers? (Think demographics
and psychographics)
A unique value proposition needs to excite a very small hyper-
segment of customers.
Not everybody. Not the world. Rather, a small group of people.
You can study customers to craft relevant UVP’s by::
● Studying trade publications and market reports.
● Analyzing public data from governments and other
institutions.
● Breaking down how competitors market themselves and
who their customers are.
● Engaging with fans on social media.
● Conducting focus groups.
● Sending our surveys and questionnaires.
● Using tools like Google Analytics.
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6. What problem do you solve?
Why do customers buy products?
To solve problems.
However, many products solve the exact same problem.
Think of banks.
They essentially do all of the same things.
This is why I suggest you brainstorm all of the problems
you solve for customers along with what competitors
don’t.
Following my first tip about market research will greatly
help with this.
Remember, it can be small and under-the-radar things:
convenient features, customer service, etc.
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8. What makes you special?
Write down all of the little and big ways that you’re
special. These may include:
● Better pricing than other businesses.
● A tailored customer service experience.
● Proprietary technology or features.
● Content quality. (Videos, blog posts, podcasts,
etc.)
● Branding elements.
● Community engagement and events.
● Who you target.
● Clients and portfolio pieces.
● Materials and craftsmanship.
● Tone of voice and personality.
● Production or manufacturing process.
● Etc.
You know your customers.
You know your competitors.
Cool.
So, what makes you different?
What features about your product, customer experience, or other
things in between stand out like a sore thumb?
I really want to remind you that UVP’s can be found everywhere,
too: websites, products, content, communication, etc
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10. Make it clear and concise
Think of a value proposition like a mission or vision statement.
You may publish it on your website, a brochure, or other areas, but
for the most part, it’s internal.
You reference it every time you operate to keep the proposition
seeping into every department.
Write the UVP in a clear and concise matter. Everyone in the
company should easily understand what it means and how to apply
it.
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12. Elevator pitch = great UVP
An elevator pitch is a quick summary of what your business does
and why others should buy from it.
Writing and speaking an elevator pitch will help you narrow down
the unique elements of what you offer.
Here’s a template you can try for yourself:
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