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Writing an Effective Unique Value Proposition (Infographic)

A business has to create something that’s different from its competitors. The differentiation must be clear, and it should require very little explanation. It is very important to have this clear differentiation. If you’re creating a business that’s no different from the existing solutions on the market, you will likely fail.

The only exception to this rule may be in creating consumer goods. If you’re selling cars, a subjective experience or innate bias (e.g., a buyer’s parent prefers one manufacturer) may lead someone to choose a Ford over a Chevy. For shoes, the style may make a buyer choose Adidas over Vans.

One thing that can help you differentiate your business is an effective unique value proposition (UVP). Today’s infographic comes from Quick Sprout, and it provides tips on how to write an effective value proposition:

How to Write a Great Value Proposition
Courtesy of: Quick Sprout

For more resources on creating great value propositions, check out these links:

  1. First, I always enjoy reading must-do ideas here at Kiss Metrics.

    Second, yes it makes complete sense to market your services with your USPs. Specifying your unique value regarding your service industry in Corporate Blogs or even at social platforms boost up user engagement and brand awareness.

    I will not mention the name but one bulk email service provider clearly identifies the extra facilities provided by them as compared to Industry Top notch service providers on their Home Page.

    These things matter a lot and in a matter of time, helps to increase real conversions.

    Though I personally feel that this type of writing should look legitimate and doesn’t feel excessive self promotion to readers.

  2. Good article. You may want to take a look at the original definition from Lanning and Phillips in the 1980’s that described the Value Proposition as:

    1. Target Customers
    2. Specific, measurable, end-result benefits
    3. Costs and tradeoffs

    Done right, these are about 1 page of text, not a slogan, although the main ideas could certainly be summarized as one. Since they articulate competitive differentiation, Value Propositions are strategic, serving as the foundation that drives all aspects of the business: product/service design and operating requirements, metrics, hiring, training, process and technology improvements and investments in core competencies. Well implemented Value Propositions transcend marketing and create sustainable, strategic advantage.

    • Gamaliel Colunga Aug 07, 2015 at 10:05 am

      I’m on your side, I see all of these examples as great Positioning Statements more than Value Propositions.

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