How to Stand Out from the Competition
Write Your Unique Value Proposition
You’ve done the research. You’ve begun the creative process with brainstorming.
Now you’ll keep building on the foundation you’ve built to write a UVP that tells
your laser-targeted audience why you have the solutions to meet all their needs.
Audio: Listen to Module 1
Narrowing Down Your Focus
You’ve been doing a lot of question-asking over the course of these modules, so let’s ask some focus questions that will narrow it all down.
- Whose needs am I addressing? (Look at your target market’s demographic information)
- What do I offer that no one else can?
- Why should people buy from me and not another company? (Note: this doesn’t have to be based on your products. It could be your unique understanding of your customers, your delivery method, or extra services you offer)
Pull out your brainstorming notes with your ideas and mind map, if you used that tool. The more ideas you have written down to choose from, the better.
Tips for Writing Your UVP
Keep It Short but Compelling.
Your UVP should be something your customers will ‘get’ immediately. After you’ve narrowed down your list, take each idea and see if you can trim it without losing the meaning or impact.
Talk to Your Market.
In previous steps, you detailed the characteristics of the ideal customer who represents your target market. Run each of your ideas by that fictitious person. You may even put a physical picture of the person on the wall and speak out loud. Read your UVP ideas and ask yourself whether they sound compelling enough.
Test your UVP on real people in your market and get feedback from them. Offer a small incentive like a freebie or discount for participating. Use their feedback to make tweaks.
- Review what you’ve written to make sure it follows the 5 keys to a good UVP – short and sweet, memorable, emotional, relevant, and clear.
- Test your UVPs with real people and get feedback. Edit and rewrite as needed
- If you’re having trouble, look at more examples of well-known UVPs.
We’ve filtered through the best of what is available to provide you with actionable advice in our Deep Dive recommendations that are from the most trusted resources and are designed specifically to promote professional practices like yours.
As you read through the resources below, take note of the various ways to find demographic and psychographic information on your ideal clientele.
This article discusses the basics of writing a UVP but gives tips for testing as well.
While more tailored to law practices, the tips given are helpful as you write your UVP, carefully considering the wording you use.
One last article that will help you write your UVP, this has a particularly helpful section near the bottom about “advanced Value Proposition optimization” we recommend you check out.