The Unique Value Proposition is a brand’s promise of value to its target audience.
Through the UVP, you explain directly and concisely:
- How a product/service can solve or improve a specific problem;
- A brand’s strengths;
- The differentiating factors offered compared to competitors.
In short, you need to compose a sentence that is easy to read and captures people’s interest!
Let’s take a closer look at how to create a Unique Value Proposition that leaves a mark.
UVP based on message concreteness
This first approach gives you the opportunity to highlight the strengths of your product or service.
You should know that our brain finds it difficult to imagine something intangible, as every processed thought is systematically compared with an element already present in our memory. When developing a message, remember not to underestimate this aspect.
Look at this image:
Undoubtedly, it is an image that can evoke emotions, but the text “Ski holidays at advantageous prices” is ambiguous and vague. Every person could interpret it differently.
Concreteness is therefore needed to accompany every concept:
First of all, we inserted an initial question to unconsciously raise an unresolved problem, thus increasing the probability that users will continue reading to discover the solution.
We then replaced “advantageous prices” with the actual figure. Don’t be afraid to communicate the price; this allows you to filter potential customers, turning away all those who cannot afford your product/service.
This is a small example of how to make your Unique Value Proposition effective.
UVP based on reliability
Every individual tends to be influenced in their decisions by the choices of others; in fact, this is precisely why reviews are often included on sites as social proof of a product/service’s effectiveness.
This principle can be used to compose a Unique Value Proposition through a formula like this:
- Headline: the most important part of the message you want to convey;
- Sub-headline or a 2-3 sentence paragraph: a supporting subtitle, such as: millions of people rely on BRAND NAME to protect their files, more than 1,000 people have tried PRODUCT NAME, etc.;
- 3 bullet points: a small bulleted list to communicate in a concise and direct way;
- Graphic content: use images to reinforce the main message.
In other circumstances, the concept of reliability can be employed by highlighting the brand’s heritage, as in this case:
UVP based on distinctive brand traits
A Unique Value Proposition can also be based exclusively on what distinguishes the brand from others.
It is recommended to do this when this difference, although it exists, is not so obvious.
The differentiating element does not necessarily have to concern a product or service, but can also refer to related emotional or innovative aspects.
UVP based on pain points
In marketing, this concept is often exploited by unconsciously creating a sense of pain in users’ minds to then propose a solution through the offer of a product or service.
Look at this image:
The more you can tap into the subconscious and touch the needs found in its depths, the more effective your communication will be.
Let’s look at some simple examples.
- DESIRE: Buying a luxury watch
UVP: Buy an elegant BRAND NAME watch now - WANT: Changing a luxury watch
UVP: Hurry, the new BRAND NAME model is waiting for you in store - NEED: Old and worn-out watch
UVP: Dated watch? Buy a BRAND NAME and receive a free leather strap
To make your communication more attractive, try to go further:
- DISCOMFORT: My outfit isn’t fashionable enough, I’m afraid of being judged by others
UVP: Wear BRAND NAME to get noticed by those around you - PAIN: I want to be successful in life too
UVP: With BRAND NAME you can make all your dreams come true!
NB: The levers used are very powerful; for this reason, we at ARS are always very careful to use them ethically!
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With this article, we wanted to remind you of the importance of correctly formulating your Unique Value Proposition.
It is the first element that strikes users; in a way, it is your business card—take advantage of it in the best possible way!
Do you know how to write an effective
Unique Value Proposition?
We can help you identify it and communicate it in the most effective way possible.
