How to Stand Out from the Competition 

Module 2

Three Elements of an Effective
Unique Value Proposition

Hammering out each of these easy to understand elements will not only help you
nail down the competition with cunning creativity, but will also better establish your brand.

Failing to Plan is Planning to Fail

Despite the necessity of having a unique value proposition, a majority of entrepreneurs and business owners fail to write a Unique Value Proposition. Of those who don’t, almost 100% fail. However, creating a UVP that suits your practice and speaks to your clients doesn’t automatically guarantee success.

This means you not only need a UVP, but you need an effective UVP. There are three main elements of any effective UVP, and these three points will help your clients remember you and establish you as the authority in your field.

A good UVP is especially essential in a crowded market. If you’ve got a lot of competition, your UVP needs to really stand out in the crowd. On the other hand, even if your business is the only game in town, you still need to create a UVP that speaks to your audience. It’s not only about battling the competition, but also establishing your brand in the minds of your customers.

R

Make it Memorable

Like a good jingle, even if it’s annoying, an effective UVP needs to stick in people’s minds so that they think of you when considering needed services.

1

Spell Out Specifics

Your UVP should specify those particular needs that your clients have that only you can provide in a way to solve their problems or make their lives easier.

Evoke Emotion

Effective UVP’s address desires, worries, frustrations, and even fears of your target audience 

Getting Started - Action Steps for Your Next Coffee Break

Your Unique Value Proposition won’t appear out of thin air. A decision as important as this will take some time, so have patience as you work through the development of your UVP. But if you follow the recommended steps, it’s not as hard as it may first seem. Pay attention to your the needs of your clientele, check out your competitors, and analyze your services to discover their unique selling point. By investing time and refinement, you will create the best UVP for your practice.

Assignment: 

Answer the following questions: 

  • Do you already have a UVP? 
  • What is it?
  • How effective do you think it is? 

Ready for a deeper dive? Explore the resource below!

When you are ready to really dig into everything, there is a plethora of resources available. But just like with any advice, keep an eye out for the elements you’re learning in this course and how to best implement them.

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.

Deeper Dive Recommendations:

As you read through the resources below, take note of the various elements used to create UVP’s.

How to craft your Value Proposition – a tool and a formula

This short and sweet article gives a great visual of the “value proposition canvas” and gives a simple formula to use to craft the perfect UVP.

 

How to Draft a Unique Value Proposition (UVP) for Your Business

This article describes a value proposition canvas and actually provides a template you can use for yourself.  

Remember this is a creative process. There are lots of formulas and templates out there that visual learners will find highly helpful and appealing to work with. If you’re an audio learner, try talking through your UVP elements in a recording. Listen to it often through the development process and write down changes as you go. Are you a list maker? No one said bullet points aren’t allowed! As long as you clearly communicate your UVP to your target audience, it doesn’t matter how you get there. Do what works for you!

 

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