How to craft your unique value proposition – the secret sauce that solves your customers’ pain points.
Your Unique Value Proposition (UVP) isn’t just another marketing buzzword. It’s the reason people buy from you, that secret sauce that solves your customers’ pain points – the core of what makes you different.
In a competitive marketplace, standing out is not just an option; it’s a necessity. Playing in a well-defined market without differentiation makes it impossible to succeed, much less grow your business.
Your UVP acts as a beacon, drawing in the right customers looking for exactly what you offer. It’s the foundation of your brand identity and positioning, driving all your marketing and sales efforts – even your product development! It helps to ensure that your message resonates with your target audience. Without a clear UVP, you risk being just another face in the crowd rather than the go-to solution your customers seek.
It’s time to clarify your UVP.
The good news is that you have a unique value proposition. You just need to unearth it and develop it to get the traction you want to see. If you’ve been experiencing stagnant growth, it’s time to create a UVP that’s worth getting excited about. You may have been watching other businesses carve out interesting areas of your market and thought to yourself, why didn’t we think of that? This doesn’t mean you’ve missed the boat – it simply means you’ve outgrown the strategy and the brand positioning that has gotten you this far.
How to craft an effective UVP
Your UVP should check off the following characteristics if it’s going to be effective. We’ll use a bridal store called “Brides Beyond” as an example to illustrate how to develop these characteristics in your UVP.
- Different and Unique: Your UVP should highlight what sets you apart from the competition. It’s about positioning your business as a better option and about being different.
Brides Beyond is a high-end, trend-setting bridal store with an interesting concept. While their dresses are expensive and at the height of seasonal fashion, they offer a re-selling offering for brides who don’t want to keep their dresses forever. A portion of the store is dedicated to high-end, second-hand dresses for brides who don’t mind looking one or two seasons out of vogue for a more affordable price. - Customer-Focused: Your UVP should be rooted in the benefits your customers derive from your product or service. It’s not about you; it’s about them.
Brides Beyond knows how expensive bridal gowns are, and how difficult it is for Millenials and Gen X brides to justify purchasing the gown of their dreams. In a growing trend of elopements and casual weddings at City Hall, Brides Beyond offers class and sophistication without the massive price tag, knowing that modern brides are not as sentimental about their dresses. - Specific: Avoid vague, generic statements. Be precise about what you offer and how it benefits your customers.
When developing their UVP, Brides Beyond is clear about their top three offerings: Purchase a brand new dress, sell it back to us for a good margin, or shop in our consignment section. - Compelling: Your UVP should resonate with your target audience and motivate them to choose you over your competitors.
Brides Beyond crafts a UVP that speaks to the pain points of their money-strapped but fashion-conscious Millennial and Gen X brides. The UVP is so compelling that it helps them become a local no-brainer for brides to source beautiful dresses without the faff and massive expenses. No longer do brides have to ask: now what do I do with this dress? Brides Beyond has them covered. - Clear: Use simple, straightforward language. Your UVP should be easily understood by anyone who reads it.
Brides Beyond ensures that their process, their rules for re-selling, and their consignment options are clearly laid out, as well as the benefits the brides will experience in their stores. There is no confusion or feeling that “this is too good to be true”. Brides Beyond is clear on how they make a profit so that the brides who shop with them feel confident and clear.
Don’t be afraid to be bold when creating your UVP. Embrace your uniqueness. Cherish it. Flaunt it. It is your chance to showcase what makes you special and why customers should choose you over others. Remember, the combination of the three pillars is the secret sauce for lasting relevance and growth.
If you want to uncover and develop the unique value proposition that will propel your growth, book a consultation with us. We can’t wait to meet you.
Wendy Winder
Marketing Strategist + Project Manager, Owner of Ray Strategic Marketing
Wendy is a senior marketing leader with 25+ years of experience in all aspects of marketing, brand management and strategic planning. Her ‘let’s get it done’ attitude, creative vision, and aptitude for collaboration and teamwork built on a foundation of trust have served her and the wide variety of B2C and B2B companies she worked for with positive results. She is proven to help companies make bold moves that position their companies for lasting growth.
