How to define your business Unique Value Proposition
The value proposition that makes a company unique and becomes the heart of its communication: what characteristics it needs, why it matters and how to build it step by step.
~7 min read
MARKETING B2B
The Unique Value Proposition (UVP), also known as the Unique Selling Proposition (USP), is an unambiguous definition of what makes a product or service unique, the benefits it offers and the problems it solves, without being a slogan.
It does not only serve to identify why a potential customer should fall in love with a service or product: once identified, the Unique Value Proposition then becomes the heart of all corporate communication. This is why it should always be kept customer-oriented.
A good example of a UVP is Slack’s, a service “committed to making people’s working lives simpler, more pleasant, and more productive.” In other words, a service that works to make people’s working lives simpler, more pleasant and more productive.
The characteristics of a good Unique Value Proposition
What it should look like:
Saying that a company is number one in the chauffeur-driven car hire industry is not a UVP, it is a statement, whereas “The Smartest Way to Get Around” is one.
Why is it important to define the Unique Value Proposition (well)?
Even though its importance is not always recognised, a Unique Value Proposition has the merit, when it is well thought out and well written, of engaging both potential and existing customers and defining the company.
The problem arises when the UVP is missing or poorly conceived. For example, if it promises an unreal benefit that the product or service does not offer, customers may end up very disappointed.
A successful example of a Unique Value Proposition is that of the Apple iPhone: “The Experience IS the Product”. The company wants to offer its customers a unique experience, made so by incomparable attention to design and aesthetics and by the ease of use of the iOS system.
How do you create a good UVP?
Creating a good business Unique Value Proposition is not a simple journey.
Creating one that can bring out the true uniqueness of the commercial offering takes a lot of research and testing.
To start defining it, it is important to know:
An example of a UVP that targets the market’s weak points is Unbounce, a website that lets you create, publish and test landing pages without needing to rely on IT support. Its Unique Value Proposition is: “A/B Testing Without Tech headaches”. Precisely because it addresses a non-expert audience, it uses simple language, content everyone can understand and a very visual home page.
…and then?
The research may be over, but the work certainly is not. Now it is time to start working with the information gathered in the previous step.
Now that you know your target audience, the most important element of the services offered to them, the difference from the competition and the sector weakness you are tackling, it is time to write several versions of the Unique Value Proposition.
To do this, it is a good idea to bring the team together and brainstorm, but also to seek an outside perspective, for example that of a potential or actual customer. After all, let’s not forget that, in the end, they are the ones who will decide whether the UVP is convincing or not.
Then, once you have written a few interesting UVPs, it is time to put them to the test. For example, in the case of email campaigns, the solution could be to run A/B tests to discover the best-received option.
A/B testing, also known as split testing, is a technique that consists of experimenting with several adaptations and versions of the same email message, to understand which of the many is the most effective.
A quick and inexpensive way to test is to use Google Ads, Facebook Ads or LinkedIn Ads.
By publishing several ads, based on different Unique Value Propositions but with the same target, you can find out which has the highest click-through rate. What’s more, by directing traffic to the corresponding landing page, you can also check conversions.
Some templates for writing your own Unique Value Proposition.
Over the years, many marketing experts have published their winning formula for writing a successful UVP.
Of course, they should be used sparingly and carefully, because what works for one company does not always work for all the others.
For example, Geoffrey Moore (consultant and author) proposes this scheme:
“For [the target customer] who [highlight a need or opportunity] our [product/service name] is [product category] that [benefit statement]”
An example of a UVP structured this way is: “For students who waste much of their time distracted by their phone, the XXX app is the simple and effective way to block all unwanted notifications”. Or: “For grandchildren who don’t want to explain to their grandparents for the thousandth time how to start a video call, XXX is the service that lets you start a call simply by voice”.
Alternatively, entrepreneur and author Steve Blank has developed a really simple formula for writing a Unique Value Proposition. His template is:
“We help (X) to do (Y) with (Z).”
A valid example is: “We help visually impaired pedestrians cross the road safely thanks to an intuitive audio signalling device.”
The Unique Value Proposition is a central element in any company’s communication. It is far more than a mere, clear definition of what makes a product or service unique, the benefits it offers and the problems it solves.
To write it, it is important to know the target audience well and the context the company operates in, that is, its competitors and its economic sector, but above all to keep it customer-oriented: focused on what the customer values, on their problems and their desires.
There is more: it is important to write a Unique Value Proposition that is truthful, real, concise and simple, and above all tested.
Business Unique Value Proposition FAQ
What is the Unique Value Proposition (UVP)?
The Unique Value Proposition is the clear, concise statement that expresses why a customer should choose your company, product or service over the competition. In a few words, it captures the unique value offered, setting the brand apart effectively.
Why is the UVP important in B2B?
In B2B, the UVP is essential for quickly communicating to business decision-makers what makes your product or service better or more suitable. It helps position the offering correctly and supports lead generation and conversion strategies.
How do you build an effective Unique Value Proposition?
An effective UVP rests on three pillars: knowledge of the target audience, analysis of competitors and identification of your own strengths. It must be clear, credible and focused on the benefit to the customer, not only on the technical features of the offering.
Should the UVP be used only on the website?
No, the Unique Value Proposition should be integrated into all company communication: from the website to sales presentations, from social campaigns to brochures, all the way to sales pitches and on-page SEO.
What is the difference between a UVP and a slogan?
A slogan is often a creative, memorable phrase used for advertising purposes. A UVP, on the other hand, is a strategic value proposition that communicates a clear, rational message, useful for standing out when competing offers are compared.
Let’s define your business Unique Value Proposition together
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