USPs went out with the Ark. Here at the Business Success Dojo we love UVPs. A UVP is a Unique Value Proposition. And you don't want any old UVP, you want a winning one (check out this article on how these 15 companies use their UVP).
Where do you start with creating an amazing UVP? well start by realising you are not the best
You might think you're the best at what you do. Hopefully, that's how you feel about your products or services. You have great confidence and you want to convey this to your customers. You know that once they come into contact with the value you offer, they'll know this for a fact and they won't go anywhere else. But for the purposes of crafting a good unique value proposition, forget about being the best for the time being. No matter how wonderful your products or services truly are, you won't get this across with your UVP.
What's important with a UVP is what makes you different from your competitors. It's not that you're the best, but that you're the only one that does what you do the way you do it. This is what you need to identify and this is what will resonate with people, they will realise your uniqueness and be drawn to that. Take a second to consider that every small business and company out there knows and truly believes it is the absolute best at what they offer. But they can't all be the best. The reality is that each one can be the top in its particular focus or corner of the market.
The way to do this is to identify the unique qualities that make your business different and emphasize the benefits those qualities give your customers. They'll find out that you're the best after they've seen you testimonials and given your business a try. There will definitely be some overlap in places. For example, you may be doing a lot of the same things as one of your competitors. However, if you do just one of those at a level worth shouting about, then go ahead and do it, if you feel this is something you may find difficult then you are really going to struggle when talking to prospective clients and marketing your business. Saying you are the best at something isn't in my book bragging its letting people know this is your expertise, this is what you are truly awesome at, this is your experience and the product of years of learning and implementing and they need to hear this.
Alternatively, you may be doing the same things and have many of the same features, but your competitors haven't emphasized them all. Pick one that you know people are looking for help with, such as a quick response time, and use that as a central point of your UVP. You'll then become known for that feature or service, even if your competitors are providing the exact same thing!
When you are writing your UVP try to avoid the following 5 things
Too Many Words
Your UVP is for your prospects to understand with a single glance. This means the best UVPs are quick and easy to read. Don’t use vague wording, be very specific and avoid technical terms. Of course, you should also avoid words a casual reader wouldn't understand, and not substituting words for numbers.
Out of Focus
If your UVP's focus is too narrow or too broad, this can be a problem. If it's too broad, you're casting your net too wide and you won't appeal to anyone. If the message is too narrow, it will alienate or shut too many people out. Make it specific but not so specific that your target audience is smaller than the number of retired astronauts over the age of 95.
The U in UVP stands for ‘unique' and that's what your proposition needs to be. It will be different from what your competition is offering. Check out your competition to see what they offer so that you can work out how you can use your own unique strengths to set yourself apart.
The Wrong Message
The message of your UVP needs to resonate with your audience. Otherwise, you'll drive them off. It needs to appeal to your market's desires and feelings. In order to do this, make an effort to understand your market. Know your customers and how they feel about the companies purchase from. How will they perceive your product after reading the UVP?
Set It and Forget It
Finally, a unique value proposition will change over time but it's a gradual change. You may be able to use the same one for years, but trends and market conditions change. Keep listening to your customers and make changes to your UVP whenever their problems, desires, emotions, or passions shift.
Let me know in the comments you UVP and if you haven't made one yet then get going it will really help you and your customers connect
A great way of thinking about the value we provide.
We are often so focused on the unique selling proposition we don’t give enough attention to the value we offer. Great insights.
Hi Steve, thank you, I think when we focus on the true value the sales conversation slides in much more gracefully
Good points, especially about giving value. “WIIFM” is easily answered with a UVP.
Thank you Shan and very true, clients/customers need to know instantly whats being offered that will help or benefit them and this can word really well usinf the UVP
Great post Kevin. My UVP as a Hypnotherapist is that with my skill set (which clients never need to know about because I weave them all together) I am able to work on the whole person and provide an ’emotional deep clean’ so that people skip out the door 🙂