Questions? (877) 643-7244
FutureNow Post
Monday, Nov. 16, 2009 at 9:03 am

Take Your Unique Value Proposition to the Next Level

By Brendan Regan
November 16th, 2009

uvpThis post is designed to get your creative juices flowing when it comes to leveraging your Unique Value Proposition (UVP).

For those who aren’t familiar with the phrase, we at FutureNow define Unique Value Proposition as: The brief, memorable phrase that concisely and powerfully describes the value of your business and creates excitement in the prospect.  The value proposition is not a slogan or a phrase designed for advertising, although that is one potential use for it.  Instead, its purpose is to answer the prospect’s implicit question, “Why should I do business with you and not somebody else?”

If you haven’t yet developed, tested, and optimized a Unique Value Proposition, bookmark this post and stop reading. Go read this and this.  Oh, this one is good, too :)

If you do have a solid UVP already developed and placed on your homepage and other important landing pages, let’s get down to the business of taking your UVP to the next level!

Homepages and landing pages aren’t the only place where your UVP needs to do some persuading.  There’s a whole, entire experience with your company (marketing touch points, landing pages, conversion experiences, post-purchase support, etc.) that can and should emanate your UVP so that it can be felt through every second a prospect or customer spends with you.  That, of course, will help with the “memorable” part of the UVP definition.

Here are a just a few ways in which your UVP could “cascade” across the user experience:

  • phone on-hold messaging
  • marketing/merchandising/promotions
  • email signatures from employees
  • site navigation
  • site graphics
  • blog theme

If you have a UVP, does it currently inform design and optimization decisions?  Do your graphic designers and copywriters have it in front of them wherever they work?  How about Marketing, does the UVP find its way into promotions so they’re not run-of-the-mill?

Let’s look at some random ideas from real UVPs, and brainstorm on how businesses could leverage them across a holistic site experience.

These are paraphrased and excerpted from real UVPs out there on the Web.  [Disclosure: most of these come from present or past FutureNow clients.]

“…family owned and operated…” — Sure, this can differentiate.  It would be cool to see this “family” concept cascading across the site design with family member bios, in the About Us section, and maybe even through some humor, e.g. ‘Help us settle a family argument by picking your favorite of our new product line.’

“…guiding clients through the admissions maze…” — I like the mental image of a ‘maze,’ so there are lots of ways that could be incorporated into various graphics through the site.  And copy could play a part, too.  Imagine a confirmation message that says, ‘Congratulations.  You’re one step closure to making it out of the maze.’

“…enhance your relationships, finances, and spiritual life…” — 3 is always the magic number, so building these 3 aspects of life into a ‘trinity’ graphic showing the words and icons in perfect harmony could be very persuasive.  And it would make sense to have site navigation reflect these as categories.

“…what if understanding men could be easy?” — Using the ‘what if’ approach can be very persuasive, so imagine how a good designer and copywriter could team up to build that theme across an entire site?

“…connect to a thriving community of designers…” — Being able to connect with a ‘thriving community’ of any kind is compelling, but how to express that and substantiate it?  A ‘ticker’ could display every time a new member signed up for a community, or posted a comment, etc.  And graphics could be used to further enhance that feeling of thriving community.

This was just a one-sided brainstorm, so perhaps not the best quality, but hopefully they spark some ideas as to how you can work your own UVP further into the fabric of your online business.

Leave us a comment with any examples of companies you feel are executing on this concept in an elegant way.

Add Your Comments

Comments (44)

  1. Good Post.
    Since I tuned up my UVP I saw an improvement in add to cart orders.

    What I also found out also is it also depends on how you lay out, over all text length and formatting are also important.

  2. very nice tips. Marketing is complex factor. One most important is, what is our proposition answering their problem. Is’nt it?

  3. Nice say,Unique Value Proposition,UVP,comes with the confidence in your business,it may be self used for the betterment of your own business if not anything else.

  4. Hi Audio Bible !

    I think you’ve got a great UVP – very clear, very strong.

    What kind of percentage increase are you getting – compared to before or compared to a weaker UVP ?

  5. this is very nice.

  6. great post, very interesting topic about tips to Take our Unique Value Proposition to the Next Level

  7. Thank for nice tip.

    But it’s very difficult to make it.

  8. [...] Source:Take Your Unique Value Proposition to the Next Level Share and Enjoy: [...]

  9. Great resource -thanks for making it available.

  10. Since I tuned up my UVP I saw an improvement in add to cart orders.

  11. I know that a lot of people really hold family-run businesses very highly because they feel that they will receive better treatment. Thanks for the article, it’s certainly making me think a lot more about my own business.

  12. great post, very interesting topic about tips to Take our Unique Value Proposition to the Next Level

  13. very nice tips. Marketing is complex factor. One most important is, what is our proposition answering their problem. Is’nt it?

  14. I have developed my own unique value proposition and found it isn’t easy bacuse I’m not copywriter.

  15. Authorativeness really related to UVP, it is very hard to convince people if they dont see you as somebody who knows your subject really well

  16. What about this phrase… “i’m lovin’ it” or “What we’re made of..”

  17. I know that a lot of people really hold family-run businesses very highly because they feel that they will receive better treatment. Thanks for the article, it’s certainly making me think a lot more about my own business.

  18. Nice blog. I got a lot of effective info. I’ve been keeping an eye on this technology for awhile. It’s interestinghow it keeps varying, yet some of the core factors stay the same. Have you seen much change since Google made their latest acquisition in the area?

  19. Unique value proposition is a new term for me,I think it’s new for many people.But your analysis is very nice.Thanks.

  20. I have you bookmarked to check out new stuff you post.

  21. Thank you for such interesting UVP criteria, love the example with know what men want :)

  22. Great information. You have to make yourself look valuable in the work place. Great information I will use.

  23. You are only worth what you think you are worth. You have to remember that if you dont believe in yourself no one will.

  24. great post, very interesting topic about tips to Take our Unique Value Proposition to the Next Level

  25. “Why should I do business with you and not somebody else?”
    Simply brilliant, the one and only question!

  26. It is very important to have confidence in your skills and abilities. You have to trust yourself first.

  27. I think self-confidence and courage is very important.

  28. Those are very helpful tools/ideas for having a good value propositions. Thanks.

  29. Very nice tips.

    You have to make yourself look valuable in the work place.

  30. These were truly some valuable insights into UVP and how it can be used in a number of different mediums. Prior to reading this article, I just applied UVP to my products or my lead generators, but I never thought of applying it to my ads(creatives), graphics, etc… This post has been a real big eye opener for me and I plan to execute the suggestions immediately. Thank you so much.

  31. This site has been bookmarked!
    I will look at implementing these UVP ideas and see how my conversion rates change.
    Thanks for this concept and information.

  32. This is informative, and has made me consider my own website, and whether I should test and tweak the design. UVP is an invaluable part of your site.

  33. Trusting yourself first is vital to any thing you want to do. These are some great ideas here that I will use in my life.

  34. UVP is also important when selling yourself.

  35. UVP’s can be very powerful indeed. However, it does need a little creativity and cleverness to create an effective one.

    Because of your helpful insights, we have bookmarked you, thanks for the article. B2B services are often difficult to create UVPs for – differentiation is a real challenge when you are competing more directly on price and features, vs a consumer brand that has created implicit value in the brand itself.

  36. UVP is something that I really need to include in all of my marketing. But I was wondering if there is any difference between UVP and USP(Unique Selling Proposition)?

  37. @autopilot: Not really. USP was the original term, and somewhere between 2001 and 2008, FutureNow started using UVP, I assume to emphasize the fact that your “proposition” should really be about value as opposed to a “hard sell.”

  38. #

    I know that a lot of people really hold family-run businesses very highly because they feel that they will receive better treatment. Thanks for the article, it’s certainly making me think a lot more about my own business.

  39. Love the “what if examples and info. Combining that with the often-sent employee emails (with signature) could be a powerful UVP enhancement.

  40. Yes next to knowing who your target market is knowing how you are going to position yourself to serve them would be the next most important thing to do on your site development. Great insites and help thank you.

  41. UVP is also important when selling yourself.

  42. what is the main difference between UVP and USP?

  43. UVP is just a modification of the term Unique Selling Proposition (USP). So roughly they are the same

  44. [...] it in light of your competitive analysis findings. If it’s still bullet-proof, think about how that UVP is going to be expressed throughout the experience on the new [...]

Add Your Comments

 

Print this Article
Share

More articles from Brendan Regan

Marketing Optimization Blog
FREE Newsletter Sign-Up
send it once every: