You might think you have to out-price, out-shine, and cross your fingers that the business down the street doesn’t crush you – but luckily, it doesn’t have to be that way. What you really need are creative ways to get people to fall in love with your business and what makes you unique.
You need a unique value proposition (UVP for short). What’s that?
This is where you define a niche for yourself that makes the industry competition irrelevant. What they are selling and whom they are serving is totally different from what you have to offer. You don’t have to rewrite the book; just put your own spin on it. This can be anything from the process in which you serve your clients to the style in which you do it. For instance, I am a web designer, there are 100’s of thousands of other web designers out there to choose from, but what I offer is a holistic look at how each piece of your marketing will tell your story, and all of that is a process that just happens to be centered around your website.
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Getting your UVP just right for your target audience
When crafting your unique value proposition, you’re have to take into account your brand’s voice. What I mean by ‘brand voice’ is, the theme or tone you’ve curated throughout your social content and marketing. (if you skipped this part when creating your business, holler at me) If you haven’t quite decided on a brand voice yet, you don’t have to stop here. You can still start to brainstorm your UVP, and then it will be that much easier to define your voice when you get there—kind of a chicken or the egg situation.
Don’t put too much pressure on yourself to get this right the first time. Your business’s UVP will be tested and adjusted over time and should be discussed with your marketing team in depth. For now, write yourself a rough draft and see how it grows on you. And if even that makes you sweat, jot down some ideas and step back for a day or two, it’ll come to you.
How will you use it in your online marketing?
To paint you a picture…if your website has a big image at the top, you will usually have a big headline that hooks the reader, and the answer to that headline will be directly below. Scrolling down a little more, you might expand on that answer and then provide three clear bullet points to back up what you just promised. That’s a standard way to utilize your UVP, but you can get creative with it.
The important part is the elements; hook, solution, and a few bullet points to drive it home.
Here’s a magic marketing secret…
You don’t have to stop at just one UVP for your business as a whole. You can use this format for every product or special you are offering. This can help you write persuasive emails, social posts, blog posts, subscription offers, and basically any form of marketing.
Download the FREE UVP Workbook above to start mastering your unique message and getting those perfect clients!
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About The Author
I'm KT and I'm the face behind Trulove Webworks. I live in Montgomery, TX with my husband and 3 beautiful daughters. I love design and business strategy but the real reason I do what I do is because I want to see more small businesses thrive.
- Katelyn Trulove
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