Why should someone use my business over a competitor’s?
This is one of the most important questions to ask yourself when coming up with a unique value proposition (UVP) for your business. Your UVP needs to give your target audience a reason to continue exploring your website and ultimately choose to purchase your products or services. And it needs to do it quickly – you only have about 10 seconds to make an impact with your UVP before users navigate away from your site.
If you’re looking for how to create a strong unique value proposition for your business, then you’ve come to the right place. Check out our tips below.
What Should You Include in a Unique Value Proposition?
A good unique value proposition typically includes 4 main elements: the headline, the subheadline, key features, and a visual component.
In one short sentence, what is the main benefit customers will receive from choosing your product or service? Since this is the first thing most visitors will read, be sure your headline is clear, concise, creative and catchy.
Subheadline or Short Paragraph
In a few sentences, explain what your company does, who you do it for, and why the customer may find it useful. This is your chance to elaborate on your headline, but make sure you still keep it relatively short and sweet. Visitors can still look through the rest of your website if they want more detailed information.
Consider using a bulleted list to clearly identify the key features of your product or service. Research shows that users tend to prefer reading information in this type of format.
A well-chosen visual element often communicates a message much faster than a bunch of text. Try including a relevant image, video, or infographic to grab your audience’s attention and really enhance your message.
How Do You Write a Unique Value Proposition?
Before you can start plugging all the information into the above format, you need to put in the work. Set aside some time to sit down and really think about the answers to the following questions when creating your UVP.
What is the Customer’s Main Problem?
If you’re unsure, then try asking your team. Salespeople, customer service reps, and marketing specialists should all have an idea about your customers’ problems and how they can be solved with your product or service.
What are the Benefits of Your Company’s Offerings?
Try listing out your company’s offerings and identifying their main benefit based on one of your customer’s needs. Remember that your UVP needs to be clear and concise, so be sure to only focus on that primary benefit.
How is this Benefit Valuable to the Customer?
Does it save them time? Money? Figure out why your customers should really care about the benefit.
Does this Value Help the Customer’s Problem?
Does the value you identified help solve the buyer’s problem? If it doesn’t, then you need to go back to the drawing board.
What Makes You Unique from the Competition?
Do you offer any additional services that your competition doesn’t? Are there any perks to dealing with your company in particular? Try to focus on the buyer’s needs when differentiating yourself from your competitors.
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