A guide to writing your unique value proposition

Finding the right words to describe your business can be difficult. If you get it wrong, don’t expect customers to know what you’re selling or who you’re selling to. You’ll struggle to attract new clients and keep current ones happy.

But choose your words wisely, and you’ll find it easy to convey your message. A total win-win situation!

Follow the advice in this guide to help you write your unique value proposition (UVP). If somebody asks you what your business does, even though they already know, you’ve nailed your UVP.

Know what makes you unique?

First and foremost, ask yourself, “what makes my business unique?” This is the central question your UVP must answer. Just as every snowflake is different, your value proposition should be tailored to your business. Don’t try to be like everyone else—be unique, understand what sets you apart from your competition, and show who you are as a brand. It’s where your brand personality comes together in a concise statement that resonates with your target audience.

Know your customer

Your unique value proposition (UVP) promises value to your target audience. It’s what attracts new customers to you and what keeps them coming back. Your UVP should be something that they can easily understand and apply. You want it to be memorable and compelling. This is the answer to “why should I buy from you?”

A great UVP appeals to your target audience. What about your UVP would resonate with your customer? The most successful brands make their UVPs specific to a particular audience so that people looking for what you have to offer to recognize the value in choosing you over other options. For example, how would a great UVP appeal specifically to women if you were a hairstylist? Perhaps “You’ll love our modern salon style and feel instantly at home.” Your UVP could also include a benefit unique to your brand—for example, “At [your salon], we use organic hair products.”

What benefit are you providing?

While the primary benefit of your product or service will be evident to you, it might not be so clear to your target market. For example, a Los Angeles yoga studio might offer classes focusing on weight loss. Still, the main benefit for potential customers is flexibility and stress relief. A restaurant might sell food for great prices, but its primary benefit is convenience. You should know your main benefit because it will help you craft a memorable description of your product or service tailored to the people who need it most.

It’s also important to know that this benefit is not limited to what you sell but can also be applied to the entire experience of doing business with you. So, suppose you’re selling an experience or service instead of a physical product. In that case, it can still be described in terms of benefits for the customer.

For example, if you’re a car repair shop and your UVP says, “We’ll fix any car problem,” that’s an excellent UVP because it tells customers exactly what they’ll get when they come to you (fixing cars). On the other hand, if your UVP says, “We’re honest mechanics,” that doesn’t tell customers anything specific about what they’ll get when they come to you.

Keep it short 

When you’re thinking of it being featured in your hero section, you have to be conscious of limited space, time spent by the visitor, and ease of reading. A strong UVP needs to be short enough to quickly capture people’s attention and make them want to read more. It should be compelling enough for people to immediately take action on your site or at least feel a driving desire to explore further.

If the UVP is too long, it will distract from its purpose: to get people to visit your site. If it is too lengthy, you may find that the visitors bounce away before they reach your site’s actual content because they weren’t compelled enough by your UVP. Your UVP will be more effective if it can stand on its own as a brief statement that doesn’t need any supporting information or context. People can make better sense of what you’re trying to say if they don’t need additional information. If confused, they will leave without reading anything more than your UVP.

Be clear

In the business world, an elevator pitch is a short, persuasive speech used to quickly and effectively communicate your value proposition. Your company’s unique selling proposition (USP) should be stated engagingly and memorably. The goal of an effective elevator pitch is to briefly explain why anyone would consider doing business with your company instead of the competition.

As the name implies, an elevator pitch is designed for use in compact spaces—think elevators or small rooms—and over a short period. A typical pitch will be three minutes or less. This may seem like a lot of time, but it will go by very quickly when you’re delivering it, so keep it tight!

Your unique value statement should communicate how you deliver value to your target audience. It can be written or spoken, but you should always be concise and focused on what matters most to your customer.

Find your value with Stoute Web Solutions

By keeping these tips in mind, you’ll ensure that your UVP is the best it can be—all so you can avoid leaving money on the table. Obviously, developing a clear value proposition is vital to your success as a small business owner. When you can effectively communicate your services, the value you offer, and how you are different or unique, you can impress your customers to the point that they want to do business with you. On the other hand, if your company struggles to identify these key elements, it will be challenging to differentiate yourself from your competition. To avoid this thing from happening, contact us today to learn more!

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