How to Create a Unique Value Proposition

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How to Create a Unique Value Proposition

June 25, 2018

 

Although we hate jumping to conclusions, we're going to make a quick assumption about you:  you believe you have an excellent product or service to offer your customers. In fact, you probably think your company's offerings are the best around.

 

We certainly do appreciate the confidence, but here's a quick news flash - all of your competitors believe they're at the top of the food chain as well. Your "best value in town" advertisements end up getting lost in a sea of similar messages from your competition, and your target audience doesn't know who to listen to or what to believe.

 

You can bring order to the chaos by creating a high-quality, unique value proposition!

 

A unique value what?

 

A Unique Value Proposition (UVP) is a clear statement that briefly explains your company's strongest selling points to your audience. By reading your unique value proposition, a potential customer should know how they can benefit from your products/services and what makes them unique compared to other options.

 

Now that I know what a UVP is, how do I create one?

 

We'll get you started with six steps for developing a top-notch Unique Value Proposition!

 

Step 1 - Define your audience's needs

 

"The customer comes first" is a pretty cliche saying, but it really rings true when developing your UVP. Put yourself in your customers' shoes and identify their most important needs and pain points. Once you know exactly what they need, it becomes much better to offer a clear solution to their problems.

 

 

Step 2 - Ask yourself what your company does best

 

Most companies, especially small businesses, simply don't have the time or resources to be the best at everything. Instead of being a "jack of all trades company," you most likely excel in a few specific areas. There is absolutely nothing wrong with that, and you should make sure to highlight your company's biggest strengths in your UVP. 

 

Poor Example:
"The best marketing agency in town!"

 

Good Example:
"ROI-Focused Web Design"

 

Step 3 - Research your competition

 

Familiarize yourself with your competitors' prices, offerings, mission statements, and unique value propositions. You can do this by creating an organized spreadsheet that lays out the important information about each of your main competitors.

 

Once you understand the competitive landscape surrounding your business, you can uniquely position yourself in the minds' of your audience. If one of your competitors has a very similar UVP to yours, you might want to make a few edits to make sure your UVP is one of a kind.

 

Being familiar with your competition also shines some light on what unique product features or value points your company has to offer.

 

Step 4 - Make it brief, clear, and specific

 

You want to clearly define who can benefit from your company, and what you have to offer. This should be done in a brief statement or two so that your readers take no longer than 5 seconds to understand the message. 

 

Freshbooks' UVP is an excellent example:

 

"Small business accounting software designed for you, the non-accountant."

 

 

You instantly understand what the product is and who it is for.

 

Pandora also has a killer UVP:

 

"A hand-curated listening experience that's uniquely yours."

 

 

This statement is easy to understand and tells you exactly what you can expect from using Pandora!

 

Step 5 - Make sure your UVP is the first thing visitors see on your website 

 

What's the use of spending all this time creating a value statement if nobody sees it? You want your UVP to be clearly visible on your company website and avoid too much distraction around it.

 

Having a high-quality website will make it much easier to feature your value statement in a clear and organized fashion.

 

Hubspot does an excellent job of this:

 

 

Step 6 - Use your UVP for other marketing purposes!

 

There's no need to only use your value proposition for your website; think about where else it can be featured! Here are a few ideas:

 

1) Your brand's Facebook banner image
2) Social media ads
3) Billboard ads
4) Print ads
5) Flyers
6) Brand merchandise

 

Conclusion

 

Creating the perfect Unique Value Proposition takes some serious thought and effort. While there is no singular answer for every brand, we hope this guide provides you with a solid foundation towards creating a UVP that perfectly fits your business! We would love to hear any ideas you have for your Unique Value Proposition and would be more than happy to help you create one!

 

Want to start implementing these tools?

Dig into our Freebie Downloads!

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