Breaking Down Your Unique Value Proposition (UVP)


A unique value proposition (UVP) is a brief explanation of the benefits your product or service provides to customers.

It specifies how it is different from other offerings and how it solves customers’ problems more effectively than other competitors.

It is essentially a promise to your customers of the value they receive with your product.

Your UVP serves as a guideline for your marketing strategy, meaning all marketing efforts should reinforce the value proposition.

Your proposition should be very clear for all potential customers to see.

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Before You Start Writing

This process may take longer than you think, so don’t beat yourself up over creating your UPV in one sitting.

There are many things that you will need to know and consider before establishing it:

  • Who are you as a brand?: mission statement, values, vision for future, etc.
  • What is your competition like?: competitive analysis of the market 
  • What do you offer that is different?: product, benefits of product, a lifestyle, etc.
  • Who are you targeting?: target audience, demographics, psychographics, etc.

By establishing the answers to these questions, you will get a better idea of how to convey your Unique Value Proposition to your audience and stand out from the competition.

Use the statement to represent who you are as a brand while outlining why your product is different in a way that allows your customers to connect with you.

Look Out For This… 

It can be easy to use industry-specific terminology in your proposition, but a great unique value proposition statement is one that the average customer will read and not be left with any questions.

Speak to your customers using simple language that conveys your message for anyone to understand. 

For example, consider this headline, “Providing excellent customer support guidance in easy, simple, and convenient ways”. Though this may be what the company does, it isn’t the most attractive and does not use natural language. However, after reworking it a bit, it can be better tailored towards the customer base by getting directly to the point: “We handle customer service so you don’t have to”. This second attempt uses much more natural language which appeals to the target audience more effectively. It conveys exactly what the company does and the benefits it brings, without leaving room for doubts. 

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How to Write a Unique Value Proposition

Now that you have all the information you need to start writing, how do you format the value proposition?

There are plenty of formats you can use. The key is to be concise and clear about your promise of value to your customers. Start with this formula:

  1. Headline: one short sentence that states the end benefit. This serves as the hook for your value proposition so be sure to grasp the reader’s attention.
  2. Subheadline or short paragraph: in a couple sentences, explain specifically what you do or offer, who it is for and why it’s beneficial.
  3. Key benefits: outline with some bullet points the most important benefits you provide.

These elements should be combined to give your customers a full insight into the value you provide and what is unique about it.

Readers should not have to dig for information or be forced to try to interpret what you mean.

All information should be clear and straight to the point so that anybody could read it and know exactly what they will get from your product and/or service.

Find out more about how to build your UVP

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Writing a unique value proposition (UVP) is a key branding element that can capture your target market effectively.

Take time to think about the unique elements that your business/service provides and how to effectively communicate this to your audience in a relatable, clear way. 

Once you have your UVP established, marketing and sales efforts will start to reap the results. 

For inspiration checkout these 31 examples of UVP from other companies.

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