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Wednesday, Nov. 18, 2009 at 9:10 am

3 Tips for Creating a Unique Value Proposition

By Natalie Hart
November 18th, 2009

If you are a frequent Grokdotcom reader, this will not be the first time you’ve heard FutureNow stress the importance of having a Unique Value Proposition (UVP).  UVPs are critical in grabbing the attention of new visitors. However, the creation of a UVP is not as simple as one would hope.

Recently, I’ve taken on a few new clients who have no UVP at all. And not surprisingly, they’re having a difficult time creating one. (If it were simple to do, everyone would already have one, right?) So here are a few tools to help you create the best possible UVP:

1. Brainstorm “What do we do best?” – For this exercise I would suggest polling everyone in the company, from customer service, to executives, to HR and account management. You’ll be surprised in the variety of answers you get. If you’re finding that this is even drawing some blanks ask the most basic question: What do we do?

2. Why did you start doing what you’re doing online? Chances are you saw a need in the market and decided to seize the opportunity. Did you think you could do it faster, cheaper, better than your competition?

3. Ask your customers. They’ve already decided that you were the right choice, so ask them, “Why us?” Even better, this can be parlayed into a testimonial–two birds, one stone.

Bonus:  Once you think you’ve got a decent UVP drafted, can you distill it down to a TweetVP under 140 characters?

Still stumped on how to create a great UVP? Look at where you shop online. Ask yourself why you shop with them and how they emphasize that point on their site. Remember you’re both a seller and a consumer.

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Comments (53)

  1. One of the things I think is important to note is that sometimes a customer is less interested in where the grass is than they are in where the other cows are eating. Sometimes value proposition is less important than the leverage of testimonials and partnerships.

  2. Hi Natalie!

    I totally agree with you: most of my clients don’t have a UVP clear in their mind. And suddenly, when they manage to write one, simple, punchy and easy to understand, things usually become much easier.

    But you’re right: it is a difficult exercise. Sometimes, referring to a marketing expert outside of your firm can be a good choice too.

  3. An excellent and elegant process for starting a content strategy. People begin caring about a company and its products when they see unique, valuable content–and that begins with a UVP.

    @zen, I disagree. Testimonials and partnerships are a thin veneer if the content doesn’t provide value. While a reader is reading copy with value, the grass is green.

  4. My biggest problem is communicating exactly what my UVP is to the customer.

    I know I can do it better than my competition, but getting that across can be hard.

  5. Natalie these are great tips. Another tip to get the brainstorming going is to research and list successful value propositions from companies in other industries. Reword them and rework them to see if a version of the original works for your business.

  6. from time to time, the UVP has to be reviewed depending on current situation..each business has its own competition…and the UVP they offer in term of expertise, testimonials, unique personal style should be take into consideration.

  7. Thanks for the help. This blog has really opened my eyes to things I need to work on.

  8. UVP is one of the most important thing for any business but hard to create and communicate.

  9. interesting article, thank for the tips.. surely need to learn it more

  10. [...] Source: FutureNow [...]

  11. It would be useful if you had a list of examples. Maybe a future post?

  12. wow thank for tips that realy value advice.

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  13. Useful Tips and good questions.

    “Why did you start doing what you’re doing online?”

    Im not sure.

  14. i have sent to my friend very usful tips

  15. [...] Source:3 Tips for Creating a Unique Value Proposition Share and Enjoy: [...]

  16. I cant imagine the point 3 in practice – how can i ask customers for feedback??

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  17. Thanks, very informative!

  18. Wow thanks for this. I’ll be sure to send this to my friends

  19. Working backwards from the customer is always the best principle in life. So, be sure to follow “Ask your customer”

  20. “What do we do best?” sometimes that question is really hard to answer.. Because there’s too many or too little.

  21. An excellent and elegant process for starting a content strategy. People begin caring about a company and its products when they see unique, valuable content–and that begins with a UVP.

    @zen, I disagree. Testimonials and partnerships are a thin veneer if the content doesn’t provide value. While a reader is reading copy with value, the grass is green.

  22. UVP has to be reviewed depending on current situation..each business has its own competition…and the UVP they offer in term of expertise, testimonials, unique personal style should be take into consideration.

  23. If the site is too complex to be built just for entertainment’s sake. Using methods such as the above to say you will take a lot of time and cost.

  24. Thank you for your excellent articles and inspiring. Your article made my views not only money-oriented.

  25. I agree that it is very important to get the attention of your visitors. I work hard to turn every visitor into a customer. What a great report.

  26. Many people dont understand how hard it is to get quality traffic! Then you have to convert them into sales. Its not that easy.

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

  28. A firm’s Go-to-market strategy is the mechanism by which they propose to deliver their unique value proposition to their target market.

  29. Once you think you’ve got a decent UVP drafted, can you distill it down to a TweetVP under 140 characters?

    This reminds of Adwords ads! Is quite similar

  30. I love this post. Adwords is right RROD

  31. Great information. I believe you hit the nail on the head. Looking food is key!

  32. thank you for the great post!! rapidshare

  33. Fantastic post, many interesting points. I believe 6 of days ago, I have saw a similar blog. Does anyone know how to track future posts?

  34. It makes a lot of sense. I have small online business and I agree with all your tips. I’ve done it before and I am still planning to do some promotions this year. Thanks.

  35. the UVP they offer in term of expertise, testimonials, unique personal style should be take into consideration.

  36. I love this post. Your article made my views not only money-oriented.

  37. The importance of UVP is a big factor to have a successful business. Those tips are the basic steps to a greater ideas in order to have a successful business. Well said. Thanks. ;-)

  38. Natalie these are great tips. Another tip to get the brainstorming going is to research and list successful value propositions from companies in other industries. Reword them and rework them to see if a version of the original works for your business.

  39. good article man tnks

    Cr4zY | İnterAktif Web Günlüğü

  40. Thanks for good article bro

  41. Thanks for the help. This blog has really opened my eyes to things I need to work on.

  42. Great information. I believe you hit the nail on the head. Looking food is key!

  43. thank you very much I love writing, especially the issue.

  44. “What do we do best”, this is a great tip. There is soo much of the same stuff online, and in the real world – you really need to set your product or service apart from the competition. Great points.

  45. I love this post. Your article made my views not only money-oriented.

  46. I love this post. Your article made my views not only money-oriented.

  47. Just 3 simple steps but very useful with me, I like the third step very much.
    Thank for share it.

  48. I really enjoyed reading this article

  49. good article!!..

  50. I’m sorry but I am really slow in this. Still can’t get the importance and use of your uvp. {erhaps, if you could explain more, or give more example (since I do not have a favorite online shopping web site), I will be able to understand it.

  51. Yes you do need to know the UVP and the target market that it serves. Both are necessary to selling successfully.

  52. Great tips and will be very helpful, thank you! I think the third point – Ask Your Customers – is very important. By asking customers, we can find shortages and problems, and so improve our products and services.

  53. Alot of the time when people develop products they don’t even know their UVP. Mostly like those products don’t succeed. Whenever I create some service/product website, I look at amazon and their UVP. They create so much personalisation, and usefulness that I use their UVP’s as a model.

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Natalie is a Persuasion Analyst with FutureNow.

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