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A��unique value proposition (UVP) is a single sentence that clearly defines a product’s or service’s specific benefit, how it answers buyers’ needs and what distinguishes it from the competition. Let's look at how savvy marketers write a compelling UVP.

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As part of a company’s brand messaging strategy, a unique value proposition acts as a beacon statement, like a slogan, drawing customers to a marketing message amid the flood of competitors with their own propositions. A well-crafted value proposition makes a brand stand out and creates a strong connection with the target audience.

At its core, a UVP should be strong, simple, and memorable enough to attract new customers and reinforce existing customers' belief that they made a good buying decision. A UVP should also align with the business's mission/vision.
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Relevancy refers to how well a brand addresses customer needs. Make sure the UVP speaks directly to what problem customers are trying to solve and why the brand is uniquely placed to help them do it. Consider the following:

• Know the customer: What are their wants, needs, pain points and problems? A better understanding of customers makes a unique value proposition as relevant as possible.
• Speak their language: This means keeping the UVP simple and relatable.

Messaging should align with target markets and customer bases so that it’s relatable. Additionally, while UVPs shouldn’t measurably change over time, the slogans, images and language used should resonate with customers and may need to be updated in accordance with changing market and societal needs.
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A unique value proposition defines product features and uses simple, easy-to-understand marketing language to answer the customers’ burning question: “What’s in it for me?”

For example, let’s say a company is selling a revolutionary new vacuum. A feature of this product might be its cyclonic suction technology. One benefit the UVP might include could be that the vacuum picks up pet hair that other vacuums leave behind, leaving customers’ homes spotless and allergy-free.��The more specific and relevant a value proposition is to the ideal customer, the better it is.

Here are some ideas for highlighting customer benefits:

• Identify which value claims are most impactful and put those front and center.
• Try to quantify the value claims where possible. “Cut your cleaning time in half” is a powerful and tangible marketing statement, for example.
• Define the product’s use-value in a way that connects with the target audience emotionally.

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The definition of value is that the solution must outweigh the energy or effort that buyers have to expend to use it. This energy could be anything from time or money to learning a new system or changing established habits.

Imagine��a company that sells a meal delivery subscription service offering a unique value proposition based on convenience and ease of use. Customers are unlikely to be enticed, however, if it requires them to spend hours cooking the meal or frequently update their menu preferences.

The UVP, in this scenario, should focus on:

• Highlighting the quick-and-easy approach to signing up
• Emphasizing the time saved by ordering meals rather than planning and shopping at a store for each meal’s ingredients
• Underscoring the provided recipes, user guides or tutorials that make preparing each meal exciting and easy

An effective value proposition communicates a clear, easy path to reach a desired solution or outcome.��Market testing is key to determining which product or service features resonate most with buyers.��

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When customers consider a product or service described in a value proposition, they may weigh the potential rewards against the risks. These risks could be financial, like wasting money on a product that doesn’t deliver on its promise. Or they could be functional, like the risk of a new software system disrupting an established workflow.

A unique value proposition should assure customers that the risks are minimal. To do this, it can:

• Offer incentives, such as a money-back guarantee or a free trial period, to reduce the perceived financial risk.
• Showcase testimonials and reviews and reassure potential customers that others have taken the plunge and come out smiling.
• Provide clear and comprehensive information — the more customers know, the less uncertainty and perceived risk they experience.
• Don’t hide the potential challenges or downsides. Honesty can build trust and make customers more comfortable with taking a risk on a brand.
• Show customers they won’t be left in the lurch if something goes wrong. Detail customer service, troubleshooting guides or other resources.

Every buying decision involves a leap of faith. Make that leap as small and safe as possible. For example, customer testimonials, loyalty programs, online communities and influencers/spokespeople are all great ways to reduce buyer fear. After all, if others seem satisfied with the product/service, then the potential risks won’t seem so bad.

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Everyone has been a customer, so personal experience shows that when selecting a product or service, customers are looking for solutions to their problems. Therefore, a company must understand its audience’s pain points and how to address them. Ask questions like:

• Is the product or service fulfilling a need?
• What are the customers’ biggest problems?
• How can this product or service help them find the answers they’re looking for?

Think about what led to the creation of the product or service in the first place and use that to craft a value proposition that truly resonates. Here are some specific steps to take when creating a UVP.
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It all boils down to identifying and communicating the value of the offer. Sure, features are important, but “high-tech” and “innovative” don’t mean anything if customers can’t see how those features will solve their problems. Consider the following:

• The unique value proposition should highlight the problems the product solves and explain the positive outcomes customers can expect.
• It should explain in simple terms how it works.
• It should describe unique benefits or find new ways to explain familiar ones.
• The marketing team should get feedback and measure results to ensure the value proposition is hitting its mark.

If there’s no clear benefit, the unique value proposition will fail to generate customer interest.
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A unique value proposition should describe the brand’s differentiators in a context that illustrates to customers why the product or service is worth their time, money or attention.

For example, instead of saying “We offer the highest quality,” try something like, “Our products exceed industry standards and come with a satisfaction guarantee.” The value proposition should clarify how the product or service is tailored to customers’ needs.
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When a value proposition connects a product's or service’s value to customers’ issues, it incentivizes them to purchase. For example: “Our ecofriendly, reusable water bottles are leak-proof and easy to use — so you can reduce your plastic consumption and feel good about your daily hydration routine.”

That marketing statement emphasizes the practical benefits of the product and tells customers how it answers another, sometimes unspoken desire; in this case, making a positive environmental impact.
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Plenty of competition exists, so ensure the UVP stands out. Think about things like:

• Is the product more affordable than others?
• Does the value proposition show that the produce has higher quality standards than competitors?
• Is the value proposition offering something that competitors can’t?

Product innovation can also help differentiate the offering. By staying on top of trends and leveraging new technologies, companies can offer products or services that make writing an effective value proposition even easier.
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