Five Powerful Ways to Utilize your UVP

Having and maintaining a strong unique value proposition (UVP) could be the difference you need for increased sales and customer acquisition. A unique value proposition is a tool that you can use to brand yourself and describe your niche to your target audience. It should relate back to how you solve the problem that you solve, and why you are so different from the competition. Read more below on how to utilize this powerful but simple tool.

Differentiation

MailChimp, an ESP giant in their specific industry defines differentiation as: “what makes your product or service different and more appealing to customers than other options in your category. Product differentiation is what gives you a competitive advantage in your market. Product differentiators can include better quality and service as well as unique features and benefits.” Once you have created a succinct, clear and unique value proposition, you can use it to differentiate your products. The best way to stand out in a saturated market is to be recognizable. That way customers will immediately turn to you and your brand for what and who you are and why you do what you do. Without a unique value proposition, production differentiation falls flat and so will you. 

Value-producing

This is so simple! If you pick a UVP that focuses in on the best way you can provide value to your customers, then customers will keep coming back for more! If you produce a phone that is sleek, modern, easy, and design-oriented and that is what they are after, they will love you. But even better, if you provide that need of a phone plus added benefits of applications, information, help support and customer service, then they will never leave (think Apple for example!) Brand awareness is becoming more and more key throughout the digital marketing age.

It's a Solution

The best way to utilize your UVP is by connecting it to a problem. If the consumer sees it as a solution to one of their biggest problems, then they will reach for your product ten times out of ten. If they are confused what it is or why it is important, they will turn elsewhere. Focus down on one specific niche with one highlighted feature. Customers prefer quality over quantity.

Connect it to Content

As you really refine your unique value proposition, everything that you do should be centered around it. Take a look at Nike for example; Nike goes around motivating all the athletes it can just simply by focusing on their tagline “Just do it.” For Nike wearer’s, they are a part of a tribe. They are wearing a brand that makes them something bigger than they are. The second they put on those shoes or sweat through that shirt, they are proving to the world that they “just did it.” As you create content for your company, your unique value proposition should be at the heart of it all. Each piece you put out should leave your customers resonating with the “why” behind what you do. Knowing your key value propositions and what you are choosing to put out should reflect if your content is matching with what you want to portray. I like to think of this principle like Instagram feeds. A lot of higher-end influencers/social media influencers on Instagram use specific filters or edits on their photos to make their feeds look more uniform and aesthetically pleasing. Most of the time it’s to serve one goal and be appealing to one specific set of people. The content you produce should be the same. It should be recognizable by the consumer as belonging to your company. 

Promote Clarity

With so much access to so many different types of media, sometimes the inter webs can become crowded with too much information. The human brain can only make so many decisions at once, and you would never want your customers to disregard your product simply for the ambiguity behind your marketing strategy. The second you have a specific niche-centered value proposition for your company, you will improve clarity for your customers and hone in on the true “why” of your business. When someone hears your business’s name, they should immediately think of your unique value proposition.

Creating a unique value proposition is essential to creating and maintaining a success business. When marketing to a target audience, having a UVP is the best way to promote brand awareness.