Creating a unique and strong value proposition


Mojca Brezigar
Mojca Brezigar

Conversion Copywriter

Table of Contents

Once customers land on your site, you can’t change their motivation for being there, but you can control the clarity and strength of your value proposition.

It’s the first thing a customer sees and it’s the first thing that will capture their attention.

What exactly is UVP?

You could be faced with tons of answers, but none of them may really hit the mark.

We think the best value proposition definition comes from Michael Skok:

“In its simplest terms, a value proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the pain point you solve, and why you’re distinctly better than the alternatives.”

So UVP It’s your chance to tell your target market what makes you better than everyone else.

It’s also the promise you make to your customers about how your product or service will solve their problems, meet their needs, and deliver value in a way that no one else can.

So help them understand what makes you unique and how that can benefit their life: turn features into benefits and make sure every word counts.

Craft your messaging using language that truly resonates, explaining why they should choose you over anyone else.

But with so many products and services on the market, it can be challenging to stand out and create a UVP that truly resonates with your target audience.

Crafting a compelling value proposition statement doesn’t have to be tricky.
With just a few pieces of the puzzle, you can assemble your very own clear and compelling brand message that speaks directly to your target audience!

It’s time for you to show them why they need what you offer – let’s get started!

To ensure that you create an effective end result, try starting with feedback from your business.

The first step in creating a UVP is the questions you have to ask about your product.

What does it do?
How does it work?
What features does it have?
What does using the product feel like?

Now it’s time to take a look at your competition. 

What makes your product or service different from everything else out there

What are the benefits of your product that your competition can’t match?

The next thing is to understand your target customer.

Who are they, and what are their needs, pain points, and desires?

The more you know about your customer, the better equipped you’ll be to create a UVP that speaks to them.

Once you’ve identified your unique selling points, target customer, and competition, it’s time to put it all together in a clear and compelling message.

This is where we move away from thinking about what your product can do and start thinking about how our products impact your customer’s life.

While you are looking at this pain, find out what is the positive side of the same coin.

Here you’ll want to focus on painting a before and after picture of how your product or service will change your customer’s life for the better.

This is where you can start to build that emotional connection with the customer and make them feel like this product is something they truly need.

But a great UVP is not just about making promises, it’s also about proving that you can deliver on them.

This means providing data, testimonials, and other forms of social proof that show your product or service is effective, trustworthy, and worth investing in.

Once the core components of your argument have been identified, it is time to hone in on crafting and organizing a convincing value proposition.

Headline: Summarize your product’s or service’s main benefit in a short, attention-grabbing sentence.

2-3 Sentences: Provide more detail about what you offer, who it is for, and how it can benefit the customer. This can also serve as a sub-headline.

3 Bullet Points: Highlight the key benefits of your product or service, focusing on how it addresses the customer’s needs and how it stands out from other options.

Image: Use a visual, such as a photo of the product, a hero shot, or an image that reinforces your message to enhance your branding and marketing efforts and help create an effective value proposition. Additionally, consider using these visuals on social media platforms such as Instagram to attract more customers.

Value proposition example: Slack

example of value proposition

Source: slack

Slack’s value proposition centers around ease of use, increased productivity and overall user satisfaction.

Additionally, Slack’s “try for free” call to action encourages users who are unsure about the platform to explore its features and benefits before committing to a purchase.

Slack is also providing social proof that shows its product or service is effective, trustworthy, and worth investing in.

Target Audience: Teams in small, medium, and large businesses.

Problem: Difficulty in effectively communicating and organizing within a team.

Solution: Slack provides a fast messaging platform with the ability to create organized channels for clear and efficient team communication.

Remember, a great UVP is a clear and concise statement that promises your customers that your product or service will solve their problems, meet their needs, and deliver value in a way that no one else can.

By following these steps and keeping your customer at the forefront of your mind throughout the process, you can create a UVP that truly stands out in a crowded market, and ultimately drives conversions and sales.

Source: cxl, sixads, slack

Frequently Asked Questions on creating unique and strong value proposition

What is a value proposition?

Companies use value propositions to illustrate how their product or service can improve the lives of a specific target market. Through clear, concise messaging, businesses are able to craft solutions tailored for customers’ needs and problems.

How do I create a unique value proposition?

To create a unique value proposition, you should research your target market and competitors, identify the key problems that your product or service solves, and then craft a statement that differentiates your offering from others in the market.

How do I make my value proposition strong?

To make your value proposition strong, it should be clear, specific, and easy to understand. It should also be based on a deep understanding of your target market and the unique benefits that your product or service offers.

How do I know if my value proposition is working?

You can test the effectiveness of your value proposition by conducting market research and gathering feedback from customers. If your value proposition resonates with your target market, you should see an increase in sales and customer loyalty.

How often should I update my value proposition?

It depends on the industry you are in and how fast it is changing, but a good practice is to review it regularly and update it as needed to stay relevant.

How do I communicate my value proposition?

A value proposition should be communicated clearly and prominently on your website, in your marketing materials, and in your sales pitch.

How do I measure the value my product or service is providing to my customers?

You can measure the value by tracking key metrics like customer satisfaction, retention, and lifetime value.

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Mojca Brezigar
Mojca Brezigar

Mojca is an expert in transforming words into gold - or as she likes to call it, Conversion Copywriting at ADGY!

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