Why you need a Unique Value Proposition That Snaps Your Reader’s Focus To Attention Without Blinking - And How to Write One.
Ok, what is a Unique Value Proposition?
I promise you, it’s not your average ‘eyes glaze over’ marketing buzzword - it’s as necessary as the glorious Spanish sunshine to ripen the oranges on my tree.
Have you ever landed on a website and thought, ‘Yes. This is EXACTLY what I’ve been searching for. I need this - now!’
If you have, then you’ve come across the power of a strong value proposition.
What is a Unique Value Proposition (UVP)
You could be forgiven for thinking it sounds like marketing jargon - it is. Plain and simple it’s your business promise - a way of saying, ‘Here’s how I can help you, and here’s how it matters to you.’
It’s a bit like a menu in your favourite cafe.
You’re famished and pick up the menu but don’t know what you want. There’s so much to choose from and then…that’s it, one dish makes you smile and stops you in your tracks. It’s exactly what you need.
Your value proposition helps the right person spot their thing on your menu - without overexplaining (listing all the ingredients), it says it as it is…
Here’s what I offer. Here’s why it’s perfect for you.
So, let’s explore further - the why and how you come up with this magnetic phrase that hooks your audience from the get-go?
Why a UVP is Essential for Your Brand
Let’s be honest - your potential client is facing a tsunami of choice out there in internet-land.
Every single day they’re scrolling, clicking, scanning, comparing until…something or someone grabs their attention and stops them from scrolling and encourages them to read what’s on the page.
Otherwise, they’re gone in seconds.
So, your UVP is the scroll stopper that helps your reader stop, take a breath, pause, and think, ‘Hm, this feels different.’
What can a clear, well-written UVP do for you?
Create instant understanding
No confusion or trying to work through vague sentences - we’ve all seen them, and they’re still being churned out. Your reader instantly ‘gets’ why you’re the one for them, the best choice they can make. No jargon, no fluff - words that your reader instantly recognises as relevant.
Make you unmistakable
Heaven help us - we need every bit of assistance we can get to rise above the blur of buzzwords and bold claims…and our competitors.
Cue - your unique value proposition.
Because amidst all the businesses like yours and the AI-generated copy and content plucked straight from ChatGPT's Ask Anything box, the one thing that is remarkable and unique is you. Your approach, values, personality, voice, tone, and way of doing things are all yours, and you can set the scene with a strong value proposition.
Amen to that.
Draw in the right people - and I mean the right people.
At the end of 2024, I decided to only work with people who were a great fit for what I offer and what I can bring to their table.
So, when I say draw in the right people, I mean those who don’t drain your energy or sap your confidence, leaving you wondering why you ever started your business in the first place. There’s no need for that. Think of it this way, your UVP isn’t a siren calling to everyone, it’s about calling in the clients you’re excited to support.
Move people to act
And…click.
When your message is eagerly read, without hesitation and your audience appreciates that you understand them - they click
They commit and cross the line from curious to ‘I’m in.’
The Core Elements of a Strong UVP
Speak to the right people.
There’s that word ‘right’ again! Who are you targeting? Be specific. What are the benefits? Potential clients are searching for you, for the value you promise. It’s critical to communicate the information clearly.
Solve something real - not vague.
What do I mean?
Here’s an example of a really bad value proposition. What does ‘Build a Better Internet’ mean? That was an example taken from Cloudflare some years ago. It’s evolved considerably, and now they tell you exactly what they do and the benefits for their clients. Remember at this stage in their journey they are researching, looking for a solution to their problem or trying to reach a goal so keep it clear and specific.
What’s different about you - communicate your uniqueness.
As I mentioned earlier, we know there are businesses out there similar to yours but no one bring your particular experience, way of working or your take on things. It’s taken me a long time to ‘own’ my personality and voice - how I’m direct and compassionate, coming from a place of preferring to be a trusted collaborator rather than just another copywriter handing over words from money.
So, own your uniqueness in everything you do and say.
Focus on what’s going to change for your client.
People don’t wake up thinking, ‘I need 6 sessions and a downloadable workbook.’ They’re thinking, ‘I want to feel lighter. I want to stop second guessing myself. I want to feel like me, again.’
That’s their aspiration, what’s important to them in their life - achieving those goals and freeing themselves from stress and ill health.
No matter how good at art you were at school (I failed my art ‘O’ level!), this is where you paint a vivid picture with words of the shifts and what life looks like after doing the work with you.
Steps to Write Your UVP
Before you write a single word…
Take a moment to prepare and build your UVP on real insights - not something plucked out of the air.
Here’s where to start:
Research your people - those you want to work with. Some questions to get the answers to: What do they need help with? What do they want more of, less of? Listen hard and from this research you will get gold - not just for your UVP but to use in your messaging.
Be curious and look around you at your competitors. Spot vague and fluffy, long-winded and wordy. What can you do differently? How can you fill a gap? As an example, I offer a Brand Strategy service for voice of customer research but I have enhanced my service against a competitor by offering a week of follow up email support.
Get clear on what you bring
What do you do well, and why does that matter to your clients? It’s not about everything you do but about the one or two things that make you ‘the one’ and why they should choose you.
Say it simply
No jargon. No fluff. Use
Use a sentence or two that says: Here’s what I do, who it’s for, and why it matters.
Examples of Strong UVPs
Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.” Why it works: It’s specific, clear and focuses on what customers value most - speed and reliability.
TOMS Shoes: “With every pair you purchase TOMS will give a pair of new shoes to a child in need. One for One.”Why it works: It highlights a mission-driven value that emotionally connects with customers.
Slack: “Be more productive at work with less effort.” Why it works: It addresses a core desire (productivity) in simple, relatable terms.
Before-and-After Example:
Before: “We provide comprehensive wellness solutions through advanced techniques.”
After: “Finally feel like yourself again with energy that lasts all day.”
Why it works: The refined version speaks directly to the client’s needs and desired transformation.
Common Mistakes to Avoid
Saying things that don’t mean much. ‘We care about quality’ or ‘We put our clients first’ might sound nice…, but what do they genuinely mean? They lack important specificity.Try: ‘I respond to all client emails within 24 hours because support shouldn’t keep you waiting.’
Trying to appeal to everyone. The more you try to appeal to everyone, the more your message fades into the background. Instead of ‘I help people feel better’, try: ‘I help exhausted mums rebuild their energy with simple, consistent Ayurvedic habits.’
Using language that puts people off, such as ‘synergistic solutions’ or ‘leveraging holistic methodologies,’ doesn’t build trus, it creates distance.
Use the words your clients use. Keep it natural. Keep it clear.
What to do once you’ve written it
Check it and put it out there.
Use it on your website, in your bio, or at the top of your next email. Watch how people respond. Are they clicking, replying, or asking to know more?
Keep it alive
Your work will evolve, and so will your message. Check in with it now and then to tweak the words, sharpen the focus and keep it relevant.
Your turn!
Start brainstorming your UVP using the steps above. Remember, a clear and compelling USP isn’t just a marketing tool; it’s the foundation of your brand’s success.
To make things easier, download my free UVP Checklist and start creating a message that genuinely sets your brand apart.
Your business is unique —make sure your message reflects that.
Start brainstorming your USP using the steps above. Remember, a clear and compelling USP isn’t just a marketing tool it’s the foundation of your brand’s success.
To make things easier download my free UVP Checklist and start crafting a message that truly sets your brand apart.
Your business is one of a kind - make sure your message reflects that. The spotlight is waiting for you!
