Your unique value proposition (UVP) is the only thing that stands between the success or failure of your product/service.
Why am I making such a big claim?
Because it is your UVP and your UVP alone that determines whether or not people will bother going through your website, because it is the only way for you to establish your competitive advantage. It’s your way of making a lasting good impression on your visitors, because without a viable UVP nobody’s going to go through your website and if nobody goes through your website how can you expect them to sign-up?
In fact as a rule always remember that the recognition of your company and your UVP have an inversely proportional relationship i.e. the lesser known your business is the more refined your unique proposition needs to be.
My claim doesn’t sound so outlandish now, does it?
Before you get scared for the well-being of your business though, let’s discuss what a UVP is and how you can craft one that is actually unique and does wonders for your business.
To understand what a UVP is, let’s first get out of the way what a unique value proposition is not.
A unique value proposition is not a description of what your product does, it is not a slogan, nor a statement where you can boast about your skills. Peep Laja from Conversion XL defines a UVP as a statement that
• Explains how your product solves customers’ problems or improves their situation (relevancy),
• Delivers specific benefits (quantified value),
• Tells the ideal customer why they should buy from you and not from the competition (unique differentiation).
In order for your UVP to have the right effect on your visitors and make a perfect first impression you need to insert it into your headline, because this is the first thing that your visitors read when they land on your website.
And if your visitors understand and see value in your headline it is only then that they’re going to bother with the rest of your website. You can place your UVP in the headline , sub-headline, bullet points and image of your website.
The trick with crafting a UVP is taking care of the unique part. How do you know whether the service you’ve come up with is actually unique? Because unless you’ve somehow managed to create a space time continuum chances are there’s a lot of competition in your niche.
Here’s a neat graphic by Wider Funnel that explains what relationship your UVP has with your competitors’ features, your prospect’s desire and your features.
Here are some questions you need to ask yourself to assess whether or not your UVP actually has the “U” part in it.
• First off it needs to be clear. Make it easy to understand because if your visitors don’t understand it, they aren’t going to bother themselves with it.
• It should portray the concrete results a customer will get from using or subscribing to your service/product.
• It should clearly distinguish that you’re different from your competitors, it should explain why that is with extreme clarity.
• It should not have hype and clichéd words in it, like “best of the best” or “revolutionary”.
If you still find it hard to come up with a UVP here’s a worksheet by Marketing Experiments that lays everything out for you quite clearly.
The Salesforce headline is clear and to the point. There’s no dillydallying, it gets right to the point- “No hardware. No Software. No boundaries” and then it explains everything else in the subhead.
The image of the laptop shows off the product in use, and your eyes follow the left-to-right path to the CTAs, and the most natural thing for you then becomes to click them.
The Evernote page also does a bang-up job with their UVP, it is mentioned in the headline and in the benefits which is always a good thing. After the user has read everything, he can’t wait but click the CTA button.
The page had a lasting effect on me, which is why I can now proudly declare that I too use Evernote to “keep a note on everything.”
Yup, that’s us. We spent quite some time crafting our UVP, because we knew from the get go that as a content marketing agency we would be battling it out with a lot of the big names in the industry. Agencies that have proved their mettle and have quite some authority in the niche.
But, that wasn’t really going to stop us from doing something we knew we could do right. Which is how we came up with our UVP and inserted it neatly in our headline. Yes, we provide you with optimized B2B content in your brand voice and get it in front of the right audience, on the right channel at the right time, plus we do all of this without emptying your wallet.
What’s more is that eCopyDesk manages your copy needs in-house, we don’t pawn your tasks off to lowly freelancers. We do everything ourselves.
HubSpot is another solid contender as far as the unique value proposition is concerned. They show their product being used. Tell the visitor what they do as an inbound marketing agency and let them know what their marketing software does for them too.
Make sure you don’t fudge up your UVP when you’re crafting your website. Just keep the following points in your mind and trust me you will do just fine. If you’re still hesitant toward crafting your UVP, just contact us and we’ll help you out for free!