Craft Your Unique Value Proposition Like a Pro

Unique value proposition
Your unique value proposition (UVP), also known as a unique selling proposition (USP), is a clear statement that describes the most important benefit of your offer, how you solve your ideal customer’s need and what distinguishes you from your competitors.

Your unique value proposition should appear prominently on your landing page and in every marketing campaign. If it’s not, your visitors won’t be able to easily see the benefit of choosing you or your product over the plethora of other options and are more likely to bounce from your landing page and search for a solution elsewhere.

If they leave your website prematurely because of this uncertainty, you have exactly 0% chance of converting them into a sale or lead! Not good, right?

Craft your unique value proposition

Before you get into distinguishing your offer from that of your competitors, you want to be sure that your value proposition is solid at its core.

Regardless of what type of service or product you are offering, there are a number of specific components that go into defining a good unique value proposition. Your unique value proposition should:

  • Quickly and accurately communicate the value of what you are offering with clarity.
  • Show why your product or service is better than your competitors.
  • State the primary benefit of your offer, what is “does” for your ideal customer, not what it “is”.
  • Address the most important problem, the pain point of your target persona and how your offer solves it.
  • Avoid meaningless hyperbole such as “the best” or “world-class,” as well as any jargon or acronyms.
  • Use your ideal customer’s words to convey your offer. The words they would use to describe your solution.
  • Use customer-centric language rather than company-centric language. Avoid the words “we,” “our” or “I.”

Creating a clear, compelling, unique value proposition is not easy

It takes trial and error. But the effort is well worth it as you will greatly increase your conversion rate, resulting in more customers.

Don’t be afraid of polarizing people. It’s much better to focus on a specific customer persona than to take a shotgun approach when targeting your customers with a value proposition.

One method often used by Guy Kawasaki, the accomplished author and marketing master, seems to put a verb or call-to-action first, followed by the application and a differentiator. That is [verb; application; differentiator], or VAD, if you like. An example of which would be: Create Mobile Optimized Landing Pages Easily for FREE

Satisfying customers is the source of sustainable value proposition creation.

From the Wikipedia definition of value proposition. “A value proposition is a promise of value to be delivered and acknowledged and a belief from the customer that value will be delivered and experienced.”

Developing a unique value proposition is based on a review and analysis of the benefit, cost and perceived value that an organization can deliver to its customers and prospective customers.

There needs to be an existing market for your offering, once you identify this market, you can then craft your product and message to alleviate the deficiencies that exist, in a unique way, for a very specific customer profile.

You can’t be all things to all people. Stop trying. Serve your ideal customer, and do it better than anyone else.

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