Unique Value Proposition: Writing a UVP to Set You Apart From the Competition

A Unique Value Proposition (UVP) is a short statement that highlights how and why your product or service is better than similar products and services offered by your competition. It’s a promise of value, and the primary reason a customer will choose your product or service over your competitor’s. Remember, on the web better, faster, and cheaper is less than a few clicks (and seconds) away. Your customers can and will compare prices, delivery speed, product quality, service guarantees, available options, and more BEFORE they buy from you. If your competitors do a better job of describing how they are better than you — they will get the order.

When everyone’s the ‘best’ or ‘fastest,’ ‘best,’ and ‘fast’ mean nothing. Be specific. Back up your claims with details, proof and customer feedback.

This makes it increasingly important to clearly define your unique value proposition in terms (i.e., keywords) your customers understand and are searching for. It is not enough to state “our [product or service] is better than the competition.” You must define specifically how and why your product or service is better than the competition. What is it about your product or service that sets you apart?

  • Lower price
  • More options
  • Free/fast day delivery
  • Money back guarantee
  • Lifetime warranty
  • Quality of materials and workmanship
  • Years of experience
  • Expert in the field

How can you demonstrate that you are the “best”?

  • Show price comparisons in your product descriptions
  • Make it easy to find and select options
  • Provide a chart of delivery time estimates for specific distances and geographic areas
  • Make it easy to find, read, and understand your money back guarantee
  • Ensure your lifetime warranty clearly states what is covered, in plain language
  • Show pictures of product materials and workmanship
  • Provide proof of your years of experience
  • Include credentials that demonstrate your level of expertise
  • Display customer comments and testimonials that back up your claims

Defining What Makes You Unique

Use the attached worksheet to help you determine and refine the benefits that make your product or service stand out from the competition.

Tip

The benefits you include do not need to focus on the physical properties of a product. The unique value you provide could be service-related, such as offering a more convenient payment plan.

Tip

As with our other worksheets and exercises, focus your thinking on your primary product and primary target audience.

Once you have listed your comparisons, highlight the differences that make your product or service better than the competition. Pick out one or two main benefits that make your product or service genuinely unique. Are these benefits really the reason a customer would choose your product or service over anyone else’s? Strengthen the comparisons with proof. This will become your Unique Value Proposition and help you position your product or service confidently on your website.

Next Steps

You can continue building out your unique value proposition with tools and tips in these related articles below

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