Point 3. Build Your Unique Value Proposition
Your unique value proposition (UVP) is the positioning statement that explains the benefits you provide for consumers and how uniquely well you do it.
Your UVP explains how your product solves customers' problems or improves their situation (relevance), delivers specific benefits (quantified value), and tells your target client why they should buy from you and not from the competition (unique differentiation).
This segment is where you take all the existing research you've done and compile it into a solid, powerful statement. Getting specific and using numbers or values if you have them may serve you well in this.
For example, a poor value proposition for our cosmetics salesperson would be: "The best eye makeup remover in the U.S." This statement is generic and provides no proof.
"Last month 3,247 customers bought our eye makeup remover.
Zero returns. Zero exchanges. Sheer lash-loving bliss.
Join the movement and start saving your lashes today."
The second statement is specific and makes me want to buy this eye makeup remover, myself.
Using additional social proof—like testimonials or case studies—will add to your claim, as well.
Your UVP can be a couple of sentences or a larger paragraph. Just be sure that the content is all relevant and as concise as possible.
So, what makes you valuable?