A UVP (Unique Value Proposition) is a clear statement entailing the benefits of your company’s product or service and how it meets consumer needs and solves a problem, entailing why your company is unique from the competition. Your UVP is an extension of your company’s core values as it educates consumers as to how and why you bring value to their lives. Consumers know that your core values drive your decisions and dictate the character of your business, your company’s culture, and public perception. Your UVP plays an important role in ensuring that your clients know, like, and trust you.
A strong UVP often consists of two or fewer paragraphs and does not drone on indefinitely, lulling the reader into a coma with each passing word. The content is appealing, relevant, and compelling. In addition, a solid UVP can strengthen a teamwork mentality among employees, attract high-caliber staff who are in it for the long haul, and reduce employee turnover.
UVP’s are fairly straightforward, attracting the right consumers to your business, resulting in conversions and increased profit margins
You must select your target audience and get to know your consumers personally
Be sure you are targeting an audience that is best suited to your brand’s products or services. Study your consumers’ wants, needs, purchase habits, expected price points, what they wish they had, average income, style, and more. Take note of external social habits and conversational topics of interest in order to learn about the relationships consumers have with other brands and why. This practice should become a habit as it is the most effective way to learn about new trending topics and develop new products or services you might otherwise have failed to consider. Collect information that allows you to make several conclusive statements about your consumers.
Successful entrepreneurs generally know their clients personally. Once you have acquired converts, get to know them on a personal level. Learn how they like to spend their free time, what types of restaurants they frequent, which genre of entertainment they most enjoy, and take a genuine interest in who they are as fellow humans. Interpersonal experiences will stimulate useful generalizations regarding your target audience resulting in a UVP that seems to be tailored specifically to the consumers you wish to attract. In addition, monitor website comments and engagement in order to gauge consumer response to your business. Incentivized surveys are also a useful means by which to quantify the results of your efforts.
Research competitors who are marketing to your same target audience
Evaluate their strategies, messages, brand, and voice. Identify techniques and why they chose specific phrasing and images. This is a great way to learn what works and what does not work because your competition may not always know what they are doing.
Develop a customer persona in order to conceptualize your target audience
Outline your ideal consumer incorporating characteristics such as income, family life, career, and education. This conceptualization will assist in effectively targeting the right audience and will help to keep staff members on the same page. Include the main benefit of your product or service and how it solves the customer’s problem more effectively than your competitors.
Educate consumers regarding product/service efficacy, success rates, applicable endorsements, or a strong customer testimonial reflecting that which makes your business unique.
Every consumer has a problem. They want it solved quickly, affordably, and effectively and you need to communicate why your solution works better than all the other ones they have already attempted. Consumers want to know why they should buy from you rather than someone else. In addition, they want to know that you’re not going anywhere. If their problem occurs again, they don’t want to start from scratch in finding a new solution. Know what makes your company unique.
Finally, Be Clear and Keep It Short
Your UVP should be clear and concise in communicating how your product or services bring value to your target audience.
- Develop a statement attracting the attention of your target audience.
- State an immediate consumer benefit of your product or service.
- State a promise or guarantee of efficacy.
- State why your consumer needs your product or service.
- Keep your message consistent.
- Incorporate authentic product or service photography.
- Feature your company’s credibility via consumer testimonials or endorsements.
- Incorporate a call to action leading consumers to purchase.
The primary goal of the UVP is to set the scene for how your business solves a consumer’s problem. The customer will do the rest as they envision how their lives are better because of your product or service. UVP’s create visual experiences for customers that entice them to become converts and clients.
